You set clear communication objectives that are aligned to organisational objectives and then see them through

You act as an architect of communication plans, enacting the purpose, values and policies of the organisation

You understand how communication can – and cannot – help an organisation realise its objective

You create short and long-term narratives to facilitate communication with multiple organisational stakeholders

You identify opportunities to design organisational communication, and outline core content

You develop integrated communication operations

You use research to listen to and understand situations before, during and after communication and relationship-building activities

You manage research design, data collection and analysis to improve communication outcomes You establish evaluation systems to demonstrate the impact of communication

You have command of communication specialties, such as investor relations, and understand the optimum channels for specific stakeholders

You communicate effectively across paid, earned, shared and owned (PESO) channels

You have or can source strong written and visual skills to create and tell stories that engage and connect with diverse publics

You synthesise complex concepts and convert them to simple, clear and relevant content

You identify, analyse and listen to stakeholders and their communication needs

You develop stakeholder engagement strategies and partnerships that are mutually beneficial

You communicate sensitively with stakeholders and communities across a range of cultural and other values and beliefs

You identify, analyse and strategically advise on key issues and risks for the organisation You help the organisation to define and enact its purpose and values

You help shape organisational culture and its processes

You understand and manage key intangible assets (e.g. brand, culture, sustainability)

You see the bigger picture - socially, culturally, politically, technologically and economically You identify strategic opportunities and threats, issues and trends

You operate in a connected world, demonstrating broad understanding of local and global diversity in culture, values and beliefs

You combine a long term perspective with the agility to manage crises

You offer strategic counsel to executive management, particularly regarding the interests of multiple stakeholders

You influence organisational decision-making and development You negotiate with empathy and respect for all parties

You are part of, or have access to, the executive management team and help build internal alliances within the organisation

You demonstrate communication leadership by encouraging management based on dialogue

You demonstrate business and financial acumen through sound knowledge of the organisation’s business and core processes

You consider business objectives in the light of society’s expectations

You clarify the consequences of a proposed action on others, ensuring potential outcomes are understood by decision-makers

You understand and apply ethical frameworks

You recognise and observe the societal obligations of professionals

You take responsibility for your own continuous professional development, through a range of activities including training and education

You participate in industry events, represent the industry in public, and educate others on the role and value of public relations to employers and clients

You are able to offer professional guidance which involves, motivates and contributes to personal and team development