Does accreditation really matter in public relations practice? How age and experience compare to accreditation

Many scholars and practitioners have suggested accreditation as one way to enhance the professionalism of public relations practice. But, others have questioned whether accreditation really makes a difference and whether experience is a sufficient substitute for accreditation. This study found that, although accredited practitioners were significantly older and had significantly more years of experience compared to their non-accredited counterparts, differences between the groups with respect to seven work categories and five professional competencies remained even when age and years of experience were controlled. The affected work categories were account/client management, strategic planning, public relations program planning, project management, stakeholder relations, issues management, and crisis management. The affected professional competencies were the four-step strategic planning process; ethics and legal issues; communication theory; business literacy; and advanced communication skills. In short, this study refutes the argument that age and professional experience are sufficient substitutes for accreditation in public relations. In fact, they are not.     

Four new course competencies for majors

The number of students majoring in public relations has grown much faster over the past decade than has the number of full-time faculty trained in the study and practice of public relations. Of equal concern has been a steadily developing body of research knowledge in public relations together with an increasing array of professional skills required of entry-level practitioners. To cope with current conditions, the Undergraduate/Journalism integrative team proposes four new required core competencies for all public relations majors to master. Carried further the Integrative Team urges that these competencies be taught by faculty with specific training and professional experience in public relations.     

Perceived professional standards and roles of public relations in China: Through the lens of Chinese public relations practitioners

As the first quantitative examination of perceived public relations professional standards in China using an online survey, this study was designed based on the standards of professional standards inventory Cameron, Sallot, & Lariscy (1996) constructed and tested among practitioners in the U.S. The survey results suggest six dimensions of perceived standards of professional performance: (1) role and function in organizational strategic planning, (2) sufficiency in professional training and preparedness, (3) gender and racial equity, (4) situational constraints, (5) licensing and organizational support, and (6) participation in the organizational decision-making team. Four dimensions of public relations roles were also identified by the survey participants: (1) brand promotion facilitator, (2) public information specialist, (3) media relations counsel, and (4) conflict management expert. Primary practice area was found to affect how Chinese practitioners perceive the six clusters of professional standards and the four identified public relations roles. These findings provide insights for both practitioners and researchers on how Chinese public relations practitioners view public relations as a profession and how the profession currently holds its professional standards in China.     

Prepared for practice? Student perceptions about requirements and preparation for public relations practice

An online survey was administered to 209 junior and senior public relations majors at nine U.S. universities. Students affirmed skills and understandings identified in previous studies as important to the practice of public relations. When asked about their preparedness in the same areas, their responses differed significantly suggesting at least some feelings of lack of preparation for professional practice in some areas. Pedagogical implications, including an increased emphasis on business concepts and crisis planning, are discussed.     

A Delphi study of the future of new technology research in public relations

New technology has dramatically expanded over the past decade. New features on websites, powerful mobile devices, and the subsequent restructuring of news services have dramatically changed the profession. This study sought to learn about the broader issues of technology, and forecast trends in online communication technologies. In an effort to learn what technology professionals outside of public relations know about new technology and social media, this study used a Delphi methodology and solicited the participation of technology professionals from computer science, professional writing, communication studies, art, business, music and other areas. The first two rounds of the Delphi findings are reported and suggest that public relations professionals need to broaden their understanding of new technology to consider social and relational issues, rather than the current focus on practice.     

Capabilities of PR professionals for key activities lag: Asia-Pacific study shows theory and practice gaps

A number of studies of the knowledge, skills and abilities (KSAs), competencies and capabilities of public relations and communication professionals have been carried out in the USA, UK and other countries. However, most have not engaged to any significant extent with literature in the human resource development field which specializes in defining and developing these characteristics. Also, few studies to date have related the KSAs, competencies and capabilities of practitioners to the key activities of public relations and communication management required for the future. This article presents findings and analysis from a regional survey conducted in 22 Asia-Pacific countries in 2017/18 that compared, for the first time, the capabilities of practitioners in relation to activities identified as the most important over the next three years. This data, and comparison with equivalent regional surveys in Europe and Latin America, confirm a gap in capabilities in relation to key communication activities and suggest a gap in theory as well as practice. The findings and conclusions present a challenge for higher education and professional development for public relations and communication management and point to potential future directions in theory building.     

Teaching crisis management in Arab universities: A critical assessment

This research looks at the teaching of crisis management at the colleges and departments of communication and public relations in the Arab world. Major findings of the study suggest that out of 24 colleges and departments of communication and public relations surveyed by this research, only two universities teach the course crisis management in their curriculum. The latest developments in the Arab world dictate new mechanisms in managing information and news and dealing with publics and the mass media locally and internationally. The new trends of teaching crisis management focus on the multidisciplinary approach which consists of a good knowledge of news management, dealing with the media, dealing with people, business administration, information technology, social and anthropological context. All these fields of knowledge are indispensable for understanding the general background of the issues and for choosing and selecting the best communication and persuasion techniques and tactics to manage crises effectively and successfully.     

Public relations and customer service: Employer perspectives of social media proficiency

Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.     

Objectives and Evaluation in Public Relations Work: What Do They Tell Us About Expertise and Professionalism?

This article investigates objectives and evaluations used in 111 prize-winning case studies to understand types of knowledge used in public relations and ways that the effectiveness of such a professional service is ascertained in practice. The discussion of the empirical findings is framed by ideas from the sociology of the professions, focusing specifically on the complex relationships between the professional body of knowledge, skills, and power strategies used by professional groups as well as ideas from the ongoing debate about evaluation in public relations. This article concludes by identifying 2 strategies in current practice: introspective focus and public performance.     

The Value Base of Social Work

Values may be conceived along three basic dimensions which would account for the major value orientations shared by social workers and related to all aspects of their professional practice. These are: preferred conceptions of people, preferred outcomes for people, and preferred instrumentalities for dealing with people. Distinguished from “knowledge,” and adequately refined, these categories of values might constitute a guide for planning and action in social work practice and education. The predictability of professional behavior which might then result would also define the expectations of clients and society with respect to what the social work profession stands for and what it does.     

ETHNOGRAPHIES OF PRACTICE—PRACTISING ETHNOGRAPHY

This paper argues that acquiring competencies in different approaches and procedures in qualitative or interpretative social research provides a strong foundation for case analysis in professional social work practice. When students of social work become familiar with such research and are encouraged to engage in their own supervised projects they develop skills for a circumspect and sensitive practice with clients. The paper reports on work with students of social work in Germany, which can be described as an attempt to help them to become self‐reflective ethnographers in their own affairs, of their own emergent social work practice. It spells out different phases of a process in which they learn to make their own practice strange. This process consists of developing different competencies in observing, analysing and writing, and requires a setting in which students' written observations and reflections can be shared and discussed by their peers in a critical, egalitarian and supportive manner. The author thinks that such a critical and self‐critical discourse which addresses professional issues in general, as well as the individual student's (or practioner's) experiences and reflections, can have important implications for the collective development of social work and its relationship with other professions.     

Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics

This article examines one issue in how public relations students are socialized in their understanding of the value and power of social media in the practice of public relations. The public relations academic research about social media is explored, as well as the professional claims about the value of social media as a public relations tactic. The researchers conducted a content analysis of 1 year of Public Relations Tactics issues. The data are viewed through the theoretical frame of the socialization literature ( Jablin, 1987). The results suggest that claims of social media power far outweigh evidence of social media effectiveness as a communication tool. A disconnect exists between what authors of Public Relations Tactics pieces view as the potential for social media and the research findings about the effectiveness of social media. The final section of the article discusses the implications for public relations educators, professional associations, and practitioners as they consider social media tactics in public relations strategy.     

Organizational Contradictions in Public Bureaucracies: Toward a Marxian Theory of Organizations*

An alternative approach to organizational theory is outlined, based on Marxian categories and propositions. The concepts of “productive force” and “social relations of production” are specified in terms of various organizational phenomena such as organizing activity vs. organization; historical contradictions between organizational control structures and new forms of organizing work activity (e.g., occupational and professional status groups vs. administrative rationalization and bureaucratization; bureaucratic and technocratic administration vs. self-organization of labor and workers' control); the contradictions between such organizational dimensions as labor-power and its manifestations in terms of skills and knowledge, the object of labor (complexity of task structure), the means of labor (technology), the division of labor, the control of labor (cost-accounting and hierarchical authority relations), and the organization of labor (e.g., either in terms of occupations and professions or unions, corporate management, state bureaucracies, or self-organization and workers' control). Organizational contradictions between functional as well as historical phases of the work process are described for work organizations, in general, and for public service bureaucracies and courts of law, in particular. For example, administrative and technical innovations designed to increase productivity tend to come into contradiction with strategies of established authority structures (e.g., of the professional judicial elite) designed to expand domain, thus impeding or nullifying various organizational reform efforts. The paper concludes with a more general discussion of Marxian method.     

Australian public relations: status at the turn of the 21st century

Since its inception, public relations in Australia has grown in professional stature, status, education, research, and practice. As these trends progress, visibility of the profession is becoming steadily more pronounced in the industry, education, and public domain. Over the last two decades the Public Relations Institute of Australia together with its strategic alliances have made many changes, structurally, strategically, and academically towards the professional growth of public relations. This article briefly discusses the views of the Public Relations Institute of Australia and offers a snapshot of two surveys[1] on professional practice and related issues. Although direct comparisons are not meant to be made from these studies, both surveys offer insights into aspects of Australian public relations. Whereas mixed findings and scenarios are evident, and the surveys highlight areas for further development, the profession, with close attention to existing threats, is poised to grow in Australia.Raveena Singh is program director and senior lecturer at the University of Canberra (Australian Capital Territory) and Rosaleen Smyth is senior lecturer and public relations coordinator at Deakin University (Victoria). Both authors are coeditors of the Asia Pacific Public Relations Journal.     

All glamour, no substance? How public relations majors and potential majors in an exemplar program view the industry and function

Studies in public relations often conclude that the field is misunderstood [Kopenhaver, L. L. (1985). Aligning values of practitioners and journalists. Public Relations Review, 11(1), 34–42; Stacks, D. W., Botan, C., & Turk, J. V. (1999). Perceptions of pubic relations education. Public Relations Review, 25, 9–29] and misrepresented in media [Spicer, C. (2000). Public relations in a democratic society: Value and values. Journal of Public Relations Research, 12(1), 115–130]. Public relations professionals themselves often do not know what is involved in or support public relations education [Wright, D. K., & Turk, J. V. (2007). Public relations knowledge and professionalism: Challenges to educators and practitioners. In E.L. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 571–588). Mahwah, NJ: Lawrence Erlbaum]. Both the special issue (Public Relations Review, 1999) on public relations education and a following study published in this journal [Bowen, S. A. (2003). I thought it would be more glamorous: Preconceptions and misconceptions of public relations among students in the principles course. Public Relations Review, 29, 199–214] argued that public relations majors often do not realize what is involved in the academic discipline or the professional field. This research builds on the findings of those studies to ask: are public relations educators doing any better in communicating the core competencies, responsibilities, knowledge requirements, skills, and abilities of the discipline and the public relations major? Through the use of 10 focus groups across majors at a top research university, we can see that little is known about public relations among non-majors, but public relations majors can articulate the requirements and functions of the field. Several primary areas of confusion emerged about public relations related to: marketing or promotion, spinning the truth, image, and public relations as a career choice. These ideas show a critical lack of transparency in public relations. Credibility of the public relations function is hampered by this failure to communicate about the functions and core competencies of the field. Implications for both the public relations practice and for public relations education are discussed.     

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.     

Translating messages from research on child development into social work training and practice

Social work training should equip students with both the knowledge and the skills required for good practice. Although research messages are available through books and papers, they may more easily be conveyed through the repeated use of practice tools which have been developed from research findings. The Looking After Children Assessment and Action Records have been used in formal social work training to help students develop competencies, but their value as a means of conveying a knowledge basis of key issues in child development has yet to be exploited. The Children and Families Assessment Programme has a similar potential, to help practitioners set child protection issues within a developmental framework and further their understanding of those factors that impede children's satisfactory progress. New requirements to provide routine data on children's progress for aggregation and analysis can both improve practitioners' skills and understanding of the purpose of management information, as well as providing evidence of the effectiveness of services.     

Five-Way Experiential Learning Model for Social Work Education

Social workers exercise their practice skills by helping clients find strengths and solutions. In order to comprehensively practice skills for diverse client situations, it is crucial to practice and fine-tune the applications of various therapeutic approaches through clinical drills. This paper presents an experiential learning model, expanded from Kolb's Learning Cycle, which fits the dynamic pedagogical needs of the social work profession. It examines the implementation of the use of the ‘Five-Way Experiential Learning Model’ based on practice learning through personal reflections and professional evaluations. This practice learning study helped 79 MSW students define their ‘five-way learning’ and to analyze its impact on their acquisition of social work skills and clinical practice competencies. This process demonstrates the importance of the transtheoretical connection to achieve a better understanding of clients' situations through the process of change and peer input. Discussions will focus on the model elements, results on experiential learning, and ethical considerations.     

Applicability of the Generic Principles of Excellent Public Relations in a Different Cultural Context: The Case Study of Singapore

This study used 4 generic principles of public relations based on the Excellence Theory to analyze the extent to which strategic public relations management was practiced in Singapore and whether public relations is part of senior management in 4 types of organizations: public relations consulting firms, corporations, government agencies, and nonprofit organizations. Data were collected from 127 public relations professionals using a survey questionnaire based on the Excellence study. In addition, 22 in-depth interviews were conducted and organizational publications analyzed. The data revealed that the 4 generic principles studied are applicable in another culture. In Singapore, public relations has a lower status compared with advertising or marketing. Public relations is also not used as a strategic business tool and professionals do not practice strategic public relations in the city–state because of lack of proper training, among other things. Thus, although Singapore has emerged as an "Asian Tiger" the public relations profession has not developed as much as one would have expected.     

Trend-Soziologismen

An excursive contentanalysis of the media suggests evidence of a strong and widespread public interest concerning sociological issues: the quest for social positioning, cultural and economic change or practical “tools” for management and marketing. But this public need for sociological explanation and consulting is only to a minot degree satisfied by professional sociologists. The majority of the media-released results are distributed by representatives of a profession named “trend-“ or “future-research”. A closer look at the work and publication-strategies of these consultants indicated that the most active protagonists like Matthias Horx not only claim to be “sociologists”, but undertake strong attacks against professional and academic sociology and social scientists. The claim to conduct authentic sociological research and using techniques of “social research” helps to legitimate the publication of the superficial results of this sociologistic research in newspapers, magazines, and media-websites. Thus for professional sociology the question arises what to fo and how to react. One strategy could repeat the practice of the so called “Third Culture” of the international science-community’s members who have started a widely renowned public discourse to meet public demands of being scientifically informed.