Competencies-driven development: Focusing on key skills for communicators in a quickly converging consumer environment

Tracie Haas

Journal of Brand Strategy, 2020, vol. 9, issue 2, 113-122

Abstract: Professional development for communicators needs to be revisited through the lens of the digital world in which we operate. Every day, new ways of engaging with consumers are added to the marketing mix, and the worlds of marketing and communications are quickly converging. What matters to the business is the impact brands make irrespective of the internal functions driving execution. An individual’s ability to keep the pulse on the external world, have the courage to focus on the right things and ultimately generate measurable impact defines their success in this world and illustrates the communicator of the future. To guide the development of these communicators, AbbVie’s Corporate Responsibility, Brand & Communications (CRBC) competency framework includes specific skills rooted in a simple three-pronged model: know the context, prioritise and align and drive impact. Ultimately, the up-levelling of talent is bolstered by the need to redefine communications, accommodate increasingly interconnected functions and achieve success in advancing brand objectives and protecting business reputation.

Keywords: communications; integration; business; framework; brand; marketing mix (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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