The Institute of Public Relations of Singapore (IPRS) is seeking your help in constructing a set of capabilities that will help shape the future of public relations (PR) and communication management. This work is firstly geared toward updating the accreditation system for PR in Singapore. It is secondly part of a global two-year project supported by the Global Alliance for Public Relations and Communication Management. The goal is to produce a capability framework for the profession globally that can be modified to suit many markets/cultures.

Three panels of your peers in Singapore have been working to produce a draft list of core capabilities, which are part of this survey. Now we need your input. We are asking you to take 10 minutes to help shape the future of PR, its capabilities and its accreditation systems.

This questionnaire asks what you think of the capabilities that have been identified so far, what’s important to you and what might help or hinder you to realise the full potential you see in public relations and communication management. 

All data will be held in confidence. Your submission of the questionnaire represents consent for this information to be used anonymously. For any queries, please contact Lennette Koh at the IPRS office (lennette@iprs.org.sg) or our academic partner, Professor Gregor Halff (gregorhalff@smu.edu.sg).  

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* 1. How important do you think the following capabilities will be for the future (five to ten years) of public relations and communication management in Singapore?

  not at all important slightly important moderately important very important extremely important
people skills

aligning communication and creating narratives for the goals of the organization 
goal orientation
identifying opportunities to reinforce an organization’s values
enabling organizational change in response to external challenges to its license to operate
using data and insight to create communication content for multiple platforms, channels and audiences
helping to shape organizational culture
nurturing capabilities for the next generation of PR professionals
creativity
Integrity and inculcating values

supporting an organization to interpret its position within complex environments
simplifying and reducing complexity
holistic understanding of all communication channels
storytelling and messaging
general management
identifying issues and mitigating potential sources of reputational risk

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* 2. Did the focus groups miss anything, i.e. what other capabilities do you expect be be important?

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* 3. When thinking about your own future (five to ten years) in public relations/communication management, to what degree will the following capabilities be important to you?

  not at all important slightly important moderately important very important extremely important
identifying issues and mitigating potential sources of reputational risk
general management 
Aligning communication and creating narratives for the goals of the organization 
enabling organizational change in response to external challenges to its license to operate
holistic understanding of all communication channels
creativity
Integrity and inculcating values
identifying opportunities to reinforce an organization’s values


nurturing capabilities for the next generation of public relations professionals
supporting an organization to interpret its position within complex environments
enabling organizational change in response to external challenges to its license to operate
people skills


emotional intelligence
Storytelling and messaging
simplifying and reducing complexity
helping to shape organizational culture
goal orientation

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* 4. To what degree do you currently demonstrate each capability? (1 is very low and 5 is very high)

  very low low neither low nor high high very high
Aligning communication and creating narratives for the goals of the organization 
supporting an organization to interpret its position within complex environments
identifying issues and mitigating potential sources of reputational risk
helping to shape organizational culture
enabling organizational change in response to external challenges to its license to operate
enabling organizational change in response to external challenges to its license to operate
Storytelling and messaging
identifying opportunities to reinforce an organization’s values


simplifying and reducing complexity
holistic understanding of all communication channels
goal orientation
Integrity and inculcating values 
people skills


emotional intelligence
creativity
general management
nurturing capabilities for the next generation of public relations professionals

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* 5. Please tick the 3 capabilities that you consider to be the most important for your professional future

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* 6. What are currently the obstacles that prevent you from reaching a significantly higher score in these capabilities? Please rank, with 1 being the most important obstacle, 7 being the least important obstacle

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* 7. other obstacles are:

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* 8. What could support you in achieving significantly higher scores in these capabilities? Please rank, with 1 being the most important support, 8 the least important support

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* 9. If you think other support is needed, what would it be?

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* 10. How long have you worked in public relations/communication management?

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* 11. What best describes your position

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* 12. Do you take hiring decisions?

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* 13. What is your job title?

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* 14. What is your gender?

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* 15. What is your education in public relations/communication?

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* 16. Should there be an industry-wide standard for public relations practitioners? 

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* 17. Should there be an accreditation for public relations practitioners?

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