Multicultural Competency Training Model for Digital Publicists

Canadian Center of Science and Education. 1595 Sixteenth Ave Suite 301, Richmond Hill, Ontario, L4B 3N9 Canada. Tel: 416-642-2606 Ext 206; Fax: 416-642-2608; e-mail: ies@ccsenet.org; Web site: http://www.ccsenet.org/journal/index.php/ies

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10

Cultural Awareness; Public Relations; Models; Competence; Information Technology; Scores; Teaching Methods; Competency Based Education; Specialists; Professional Personnel; Course Descriptions; Communications; Intercultural Communication; Undergraduate Students; Multimedia Materials; Student Attitudes; Foreign Countries; Learning Activities; Social Media; Evaluation Methods; Information Dissemination; Skill Development; Comparative Analysis; Instructional Effectiveness

1913-9020
1913-9039

The objective of this study is to develop and evaluate a multicultural competency training model for digital publicists. It is research and development which the researchers have divided the research process into 3 steps. Step 1: Developing a multicultural competency training model for digital publicists. Step 2: Evaluating the suitability of the developed multicultural competency training model for digital publicists. Lastly, step 3: Adapting a multicultural competency training model to developed digital publicists. Furthermore, the study found that the multicultural competence of digital publicists consisted of 4 competencies: 1) Digital Engagement Competency, 2) Dissemination Competency, 3) Facilitation Competency, and 4) Consulting Competency. Moreover, the results of the developed multicultural competency training model adaptation for digital publicists can be divided the assessment into 3 areas including, 1) Knowledge: the sample group has higher scores after training, 2) Skill: the sample group has the overall multicultural digital public relations skills at an excellent level, and 3) Attitude: overall, the sample group has a superb attitude.

As Provided

2022

EJ1345286