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Professional identity: How communication management practitioners identify with their industry
Authors:Lynn Jeffrey  Margaret Brunton
Affiliation:1. Associate Professor, School of Management, Massey University, Private Bag 102 904, North Shore Mail Centre, Auckland 1311, New Zealand;2. Senior Lecturer, School of Communication, Journalism and Marketing, Massey University, Private Bag 102 904, North Shore Mail Centre, Auckland 1311, New Zealand
Abstract:This paper explores the current status of professionalization of communication management practice which emerged from a content analysis of 360 responses to questions exploring the nature of practitioner identity (or dis-identity) with communication management. The results revealed that positive identification arose from an ability to influence, emulate the professional values of peers, and cohesion with the wider practitioner community. Conversely, dis-identification arose from the poor performance of colleagues, advice not being taken, and media ‘spin’.
Keywords:Professional identity   Communication management   Needs analysis   Identification
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