Profession Areas

The six professional areas which make up the framework.

The six professional areas which make up the framework are:

Profession Map Image highlighting the Strategy, Planning and Business Acumen section

Strategy, Planning and Business Acumen

Combining strong business acumen with an understanding of people, in order to develop and implement communication strategies, plans and campaigns that benefit the organisation and people at all levels working within it.

Profession map_Understanding People and Cultures.jpg

Understanding People and Cultures

Ensuring that communication approaches are appropriate to the organisational culture; building a deep, empathetic but evidence based understanding of people and their needs; helping to create an environment where employee voice and collaboration is part of the fabric of the organisation and where the contribution to success is recognised.

Profession Map Image highlighting the Creating and Curating Content and Conversation section of the map.

Creating and Curating Content and Conversation

Facilitate mutual understanding through creating an environment that encourages and supports meaningful conversations in all directions and enables effective collaboration. Creating coherent and purposeful messages which inform, inspire and drive action, and supporting stakeholders in effective message creation and dialogue/conversation.

Profession Map Image highlighting the Channel and Community Management section of the map.

Channel and Community Management

Proficiency in development, delivery, management and evaluation of a channel infrastructure for effective multi-directional communication within the organisation, ensuring the optimum blend and use of face to face, written and digital channels to support business and people needs.

Profession Map Image highlighting the Conducting Research, Measuring and Demonstrating Value section of the map.

Conducting Research, Measuring and Demonstrating Value

Utilise effective research, measurement and evaluation techniques to deliver meaningful insights and evidence and robustly demonstrate the value and impact of high standard internal communication, and to ensure communication approaches are underpinned by robust research into organisational need.

Profession Map Image highlighting the Influencing and Advising section of the map.

Influencing and Advising

Deploying influencing skills when making recommendations regarding internal communication through effective stakeholder relationships; transferring knowledge to equip others across the organisation to adopt highly effective internal communication practices; and being seen as a trusted advisor.