Identifying competencies for communication practice: A needs assessment for curriculum development and selection in New Zealand

A hierarchical needs assessment model used to identify the competencies required by communication management practitioners in the New Zealand workplace generated three key findings. First, there was evidence of a perspective of CM as a distinct discipline founded on an agreed body of knowledge, skills and values. Second, despite an identified lack of consensus about required CM competencies in the literature, we found high levels of agreement between practitioners and academics. Third, there was, however, a significant difference in views between these two groups about the importance of the competency managing client reputation. As this was rated as one of the two most important competencies by respondents, there are implications for changing the focus of tertiary curricula to ensure graduates are appropriately prepared for the reality of workplace practice.