Dustin Manley & Jean Valin, APR, FCPRS

A Global Body of Knowledge for Public Relations and Communications Management

A lot has changed in the global practice of public relations and communications management. Practitioners require higher levels of education and broader skillsets to enter the practice than their counterparts needed even 10 years ago. However, while this expectation exists, the knowledge, competencies, and responsibilities required of practitioners remains undefined.

In response to this, the Global Alliance of Public Relations and Communications Management is developing a comprehensive Body of Knowledge that will act as a benchmark for academic curriculum and professional credential schemes across the world.

To support this benchmark, the study identified the commonalities expected of entry, mid, and senior-level practitioners through a content analysis of 31 global credential and education frameworks. 

Establishing a global body of knowledge in public relations and communications management is both necessary and possible. This benchmark of common competencies practiced across cultures will serve to raise the standards and future-proof the profession.


Dustin Manley is a senior account manager with DesignedUX, a full-service marketing and design firm based in downtown Toronto. In this capacity, he partners with leading educational institutions and organizations across the world in developing national communication strategies and brand campaigns.

Outside of higher education Manley works with technology start-ups in establishing their brand messaging across new and traditional channels in order to grow their presence and prepare them for market.

An advocate of lifelong learning and public relations, Manley earned his MA in Professional Communication at Royal Roads University in Victoria, BC. As a board member with CPRS Hamilton, he promotes the ethical and professional practice of public relations in Southwestern Ontario and broader Canada.


Jean Valin (APR, FCPRS, LM) founded Valin Strategic Communications after a thirty-year career in the federal government - the last fourteen as a head of communications. He is a founding member and past chairman of the Global Alliance and has led several projects leading to the adoption of global standards.

He is co-editor of the textbook Public relations case studies from around the world. He is a lifetime member of the Canadian Public Relations Society (CPRS) and a past national President and recipient of the highest individual award- the Philip Novikoff memorial award for lifetime achievements.

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