The Cropley Competency Model for Strategic Communication Management provides a framework for the core competencies required as a communication professional.
The depth and mix of skills depends on the individual career path of each professional. Specialist skills are offered in addition to those defined in the model and as part of your career development plan, which may include emerging disciplines within the profession.
The competencies are based on years of research and global best practices, including the Global Standard of the Profession, the Career Roadmap, Global Alliance competency work, the UK Government Communication Competency Framework and our knowledge and expertise in strategic communication management, which includes a holistic, integrated view across internal and external communication.
Communication professionals are expected to adopt the highest standards of professional behavior demonstrating effectiveness in:
Communication professionals proactively use research to inform and refine their practices and measure the outcome of their strategies. To do so they must demonstrate effectiveness in:
Communication professionals apply strategic thinking and interpret business needs as part of their communication strategy, to deliver meaningful results. To do so they must demonstrate effectiveness in:
Communication professionals are expected to understand and analyse the organisational operating environment against the communication challenges and opportunities. To do so they must demonstrate effectiveness in:
Communication professionals must identify, collaborate and nurture stakeholder relationships. To do so they must demonstrate effectiveness in:
Communication professionals must identify, manage and effectively use a variety of channels and tactics to deliver messages. To do so they must demonstrate effectiveness in:
Communication professionals define, create and deliver key messages. To do so they must demonstrate effectiveness in:
A set of tasks, based on the principles and elements of the model provide the detail that demonstrate the links between theory and practice, and can be used by communication professionals to assess their own progress. These tasks are available in the career evaluator™ mobile app below.
The career evaluator™, created by communication professionals for communication professionals, is a free self-assessment mobile app that assesses individual knowledge and experience against the Global Standard of the Profession, best practices and the Cropley Competency Model for Strategic Communication Management.
Download the career evaluator™ app on your iPhone or Android device