This paper presents the findings from research using the critical incident technique to identify the use of key competencies for communication management practitioners. Qualitative data was generated from 202 critical incidents reported by 710 respondents. We also present a brief summary of the quantitative data, which identified two superordinate goals, six major competencies and four main personal attributes required for competent practice. Our primary focus in this paper, however, is on the holistic, practitioner-orientated descriptions and interpretations of workplace events, which illustrated how associated competencies and aptitudes are strategically applied in communication management. We identified further dimensions of competency development, such as reflective practice and transformative action as knowledge was constructed and reconfigured in the dynamic workplace environment. (Contains 4 tables.)