Contributions to discuss the capabilities approach to communication management. Colombia´s version [Aportes para discutir el enfoque de las capacidades en la gestión de comunicación. Aplicación en Colombia]

Abstract

This article contributes to the description of communication management capabilities for professional practice in the Colombian context. It presents the results of the research to professionals and academics from six cities in Colombia, in two rounds of analysis, using the Delphi method. Based on the statements expressed and validated by the experts, human capabilities in the area of ethics and bioethical behavior, strategic relationship capabilities for the social function of mediation and negotiation, as well as attitudinal and proactive capabilities in favor of communication management in organizations are evaluated. In this way, Colombia contributes to the Global Capabilities Framework led by the Global Alliance for Public Relations and Communications Management. © 2021, Superior School of Advertising and Marketing. All rights reserved.