Does public relations scholarship need better PR? practitioners’ perspectives on academic research

Articles in academic public relations journals often provide recommendations for public relations practitioners. The purpose of this study is to gain a practitioner perspective on that work and to determine if a potential disconnect between public relations practitioners and scholars exists. Through semi-structured, in-depth interviews with 22 public relations practitioners, this study examines knowledge, readership, and applicability of public relations scholarship in industry. Participants indicated they have a general awareness of and assigned value to academic scholarship; however, they do not actively consider it or use it in their professional lives due to issues of access, time, and relevance. Many appeals have been made within the academy to make scholars’ work more “public,” and these results reflect this need. Based on these findings, recommendations are made to increase the accessibility and relevance of scholarly work for professionals.     

Practitioners in Russia's provinces: Affectionate and unpredictable

Using in-depth interviews and focus groups with 34 Russian regional PR managers, this longitudinal study examines their perceptions of the specifics of provincial public relations. It appeared that the degree of economic development impacts public relations practices in Russian regions. Compared to donor-regions, public relations practitioners in recipient-regions more likely perceive PR as an artistic and spontaneous activity. Moreover, residents in recipient-regions still associate public relations with past electoral campaigns, while businesses see public relations as subordinated to advertising and marketing.     

Experience of female public relations practitioners in Bahrain

The research addressed the gap in the literature about the experience of public relations practitioners in the non-Western society of Bahrain. The research aims to contribute to public relations scholarship by using a qualitative approach to study the experience of Bahraini women working in public relations. It used open interviews with Bahraini PR practitioners who offered rich insights on their “experiences” as women working in PR in Bahrain. The interviewees talked about various types of challenges when working in public relations such as cultural marginalization, relationship with colleagues, social domination, and marginalization of PR function. The research suggests combined liberal and radical feminist strategies to improve the role of Bahraini women in public relations. It recommends social and organizational reforms, in addition to empowering women to utilize their personality traits, communication behaviors and management styles.     

Practitioners’ perceptions of their ethics in Korean global firms

This qualitative study used in-depth interviews to review the perceptions held by public relations practitioners who work in global public relations firms, regarding their ethics, and to identify elements that support their ethics. Results indicate that those practitioners are adamantly ethics-oriented but they have a limited understanding of ethics specific to public relations. No absolute universal ethical standards were found. This study identified nine elements affecting public relations practitioners’ ethics. The important and powerful elements were chiefly attributed to cultural influences. It finally provides critical clues to the process of enhancing public relations professionalism.     

Collaboration and conflict between agencies and clients

Public relations agencies are an important part of the public relations industry, but their relations with client organizations are rarely studied. There is more literature and studies in agency-client relations in advertising than in public relations. This paper reviews literature and reports results of an empirical study into perceptions of public relations agencies and their clients on the reasons for their cooperation and sources of conflict between them. Results show that agencies misperceive reasons for which they are hired and the sources of conflict in the relationship. The paper offers several suggestions about how to tackle the problem: notwithstanding rebranding into consultancies and firms, public relations agencies-client relations should be studied as a particular example of a broader family of agency-client relations. Also agencies should study and strategically manage relations with their clients, while being realistic about client organization’s needs – sometimes they just need additional arms and legs.     

An ideal public relations master's curriculum: Expectations and status Quo

This study provides further endorsement for a cross-disciplinary graduate public relations curriculum based on in-depth interviews with leaders in industry and education and qualitative content analysis of university Web sites. It summarizes prior research studies that have tracked master's curricula since 1985 and concludes that although there is little curriculum consistency in place, there is more vision and expectation on the part of leaders in the field for an ideal public relations master's curriculum.     

“Cheap labor” speaks: PR adjuncts on pedagogy and preparing Millennials for careers

In-depth interviews were conducted among 32 adjunct public relations instructors across the U.S. to discover their unique contributions in preparing today's undergraduates for entry-level positions. Research questions probed teaching philosophy, practice-to-classroom transition, and any challenges faced. Amidst adjuncts’ voices, two overarching themes emerged – omnipresent economic forces, and academic/practitioner dichotomy. Findings fill a significant gap in the public relations body of knowledge and offer several suggestions for further research.     

Professional competition and cooperation in the digital age: A pilot study of New Zealand practitioners

From early on, competition between professions has been identified as a major factor in the process of developing public relations as a profession. This paper updates consideration of the influence of inter-profession disputes by examining the interplay between public relations and advertising in the digital age. It attempts to assess how new technologies, especially social media, affect the relationships between them, with particular reference to two aspects: whether social media increases, or decreases, professional cooperation (or competition); and who takes charge in the new communication environment. In researching these issues, which form an important part of the professionalization process of public relations, the paper examined documents and online publications, and undertook interviews and a survey of public relations practitioners in New Zealand. The findings suggest that the responding public relations practitioners were not able to take advantage of the social technology in order to leverage their professional status and improve their position within the organization. In addition, it seems that while advertising and public relations are still looking for ways to benefit from social media, both are still in a process of adaptation.     

Structure of the public relations/communication department: Key findings from a global study

This paper reports on some of the core findings from a program of research focused on examining the structure of public relations/communication departments. It draws on a recent major global study that was sponsored by the former Research Foundation of the International Association of Business Communicators (IABC). Analyzing the results from interviews with 26 Chief Communication Officers (CCOs) located in each of the five continents and from a survey sample of some 278 CCOs based in organizations headquartered across the globe, the study found quite notable variations in the type of departmental structures. No one dominant structural model emerged. In effect, each organization appeared to adopt a structural design to suit their individual circumstances, although there were nevertheless some reasonably common component functional elements within each department. CCOs identified those variables that they believed most influenced the design of the public relations department structure. While recognizing department structure is situation dependent, the evidence suggests that CCOs create hybrid structures unique to the circumstances. What was perhaps most surprising was that department structure did not appear to be strongly influenced by department size, other than in terms of the vertical structural design. In short, there do not appear to be any common formulas or prescribed solutions for how organizations should or do orchestrate the design of the public relations department structure, rather CCOs appear to be able to exercise a degree of latitude in determining what works best for them.     

Reflections on the absence of formal reflection in public relations education and practice

This content analysis is a part of wider research into the value of reflective practice in public relations education and practice. Examination of this topic is important given that reflective practice is widely recognised as an essential element for claims of professionalism (Dewey, 1933; Schön, 1983, 1987), and professionalism remains an elusive goal for PR practitioners (L’Etang, 2009). This article examines the extent to which the terms and processes associated with reflective practice are formally included in the contents of a range of widely used and well regarded public relations textbooks. The aim is to provide insight into the significance (or lack of it) of reflective practice in contemporary public relations curricula. Given that textbooks are highly influential teaching media that both reflect and shape curricula, conclusions about the emphasis of reflective practice in public relations teaching can be drawn as a result of this analysis. The findings indicate that – based on the content of the textbooks analysed – reflective practice is not formally included in the public relations teaching curriculum. Further research is needed to determine whether this omission also reflects the situation in public relations practice. This research has relevance for public relations educators given that they play a significant role in influencing future generations of public relations professionals. It concludes with a call for a shift in public relations education that includes greater emphasis on reflective practice.     

Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?

Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.     

PR goes to the movies: The image of public relations improves from 1996 to 2008

This qualitative analysis of public relations in popular Hollywood films from 1996 to 2008 looks at three questions: first, how is the PR practitioner portrayed in recent films? Second, what kind of public relations activities and models of public relations are depicted? Third, how do other scholars’ results in prior studies apply to the portrayal of public relations in current films? Results show that for major films from Mars Attacks! (1996) to Hancock (2008), public relations practitioners are more credible, respected and influential, and PR work is more varied and complex than found in studies of films through 1995.     

Tracking public relations history in 1960s’ Turkey: The prevalence and reflections of development discourse

This study is based on a historical research, which focuses on the institutionalization of public relations in Turkey during the 1960s, and interprets this process in the frame of planned development discourse. Primary written sources collected from archive research and oral narratives generated from fourteen semi-structured interviews conducted with the pioneers in Turkey are analyzed through categorization and thematization. Findings of the historical research indicated that similar themes and orientations guided public relations practices in public and private sector in this period. Accordingly public relations education provided necessary intellectual background and human resources.     

A pilot qualitative study of the under-representation of Hispanics in public relations

This pilot study explored the under-representation of Hispanics/Latinos in the public relations profession by conducting focused interviews with Hispanic practitioners. The study found that public relations was not the Latinos’ initial career choice, identified three barriers to Hispanics entering the profession, elicited practical suggestions to attract more Hispanics, and also revealed opportunities for future scholarly research to address the under-representation of Hispanics in public relations.     

Managing intractability: Wrestling with wicked problems and seeing beyond consensus in public relations

Managing perceived intractable problems—seemingly irrevocable, difficult-to-solve, often values-driven conflicts—is a regular occurrence for public relations practitioners. Yet, understanding and managing such problems is often outside of the bounds of public relations theories aimed primarily at building consensus. This paper builds on existing conflict-centered literature by carving out a place for dissensus-oriented or agonistic public relations theories and practices. Through interviews with 41 public relations practitioners facing perceived intractable scenarios and the integration of dissensual and agonistic perspectives of Lyotard (1984), Rancière (2010), and others, the paper provides evidence of these approaches in everyday practice. Finally, it offers a framework for social issue engagement that orients agonistic and dissensus-minded professional practices alongside consensus approaches.     

Public relations in the United Arab Emirates: The emergence of a profession

This paper discusses the development of public relations in a fast growing emerging country, United Arab Emirates. The making of the public relations profession in UAE has been affected tremendously by the socio-economic, educational and cultural development of the country. Ministries and government administrations established their in-house public relations departments and sections to respond to the growing demands of their various publics. Journalism and Mass Communication departments launched PR programs to meet the growing needs of the job market with qualified practitioners. International public relations agencies chose Dubai as a base for their activities in the UAE and the region. The future of public relations in the UAE is very promising. Although it is facing some problems, public relations is the job of the future.     

Blurring the boundaries of sports public relations: National stereotypes as sport announcers’ public relations tools

Live media coverage is a key element of the relationship between a sport and its publics. The role of television producers, including announcers, is to connect effectively with the public, creating an entertaining and engaging package that keeps viewers watching. In considering this as an aspect of public relations, this paper explores how national stereotypes function to present a consistent and easily interpretable set of messages that capture publics by reinforcing their existing understandings and by providing resources for enhancing the drama and uncertainty that is such a desirable aspect of the sport audience experience. Mapping the elements of the stereotype of Frenchness in rugby union as a case study, our analysis is based on interviews with well-known French and New Zealand rugby union announcers and analyses of a decade of broadcasts of France versus New Zealand tests. We conclude that the use of stereotypes, based on the creation of differences between national teams, can be conceived of as an effective form of public relations which heightens interest and reinforces patriotic subject positions for viewers and therefore mobilises a national public.     

Industry perceptions of intercultural competence in Singapore and Perth

This study investigates public relations practitioner perceptions of intercultural competence i.e. the skills required in an increasingly globalized world. The findings, drawn from analysis of interviews with seventeen practitioners in two cities in Australasia, reveal intercultural competence is perceived as integral to public relations practise, regardless of whether the public relations activity occurs across national borders. Although practitioners value personal attributes such as openness and adaptability, the findings suggests that practitioners require intercultural competence, as procedural knowledge i.e. of specific cultures and as conceptual knowledge i.e. a reflexive and dynamic understanding of culture. More research is needed to understand the relationship between culture and public relations, and industry expectations regarding intercultural competence in an era of globalization.