A Proposal Framework on “Competency- Oriented Considerations of Public Relations' Practitioners in Iran”

High rapid developments and changes in ICT era made the role of public relations (PR) more remarkable in one hand and modification in different aspects of PR from other hand. The remarkable role and modification require professional experts and specialists in different sections of PR. Therefore, it is necessary for PR human resources and practitioners in this field to be equipped with the required specialized competencies. The paper aimed to introduce a proposal framework on “competency- oriented considerations of PR practitioners in Iran”. This was done by reviewing the related literature and documents and analyzing them.
The present study is done through the analysis of other research findings and data via grounded theory with the employment of inductive logic. Then, accreditation is applied through referring to distinguished specialists in three groups including; experts in the field of competency, PR professional, and experienced managers and communication and PR professors as well as utilizing their opinions and views via deductive process for tests. The findings showed that the competency model of PR practitioners in Iran has classified in two dimensions-general and specialized. General dimension includes three components; human, personal and value competencies. Specialized dimension has five components including; technical, conceptual, contingent, ethical, and PR certain competencies. 82 significant indexes of vocational competencies of PR practitioners in Iran are classified under these two dimensions and 8 components.