Professionalisation and public relations education: Industry accreditation of Australian university courses in the early 1990s

This paper investigates the Public Relations Institute of Australia's introduction in 1991 of a national accreditation programme for university courses. Drawing on an analysis of previously unstudied industry archives, it identifies four themes significant for industry perspectives of education: public relations knowledge; industry expectations and experience; public relations curricula; and academic legitimacy. While university education was perceived by institute members to demonstrate the professional standing of public relations, the findings reveal divergent understandings of its role and content and identify considerable resistance to the institutionalisation of public relations knowledge. At the same time, the expansion and marketisation of higher education led to the introduction of new, vocational courses such as public relations. The significance of this study is it offers new insights into the development of Australian public relations education and the role of the professional association.     

Professional standards in public relations: A survey of educators

A survey instrument operationalizing twenty-four elements of professional performance was administered to 291 public relations educators across the nation, yielding a 43.6 percent response rate. Respondents assessed the extent to which a standard of professionalism currently exists for each of the twenty-four items. Educators tended to view writing/editing and graphics/production skills, ethical guidelines, accreditation, and “public relations as advocacy” as enjoying well-established standards. Licensing, location of public relations on the organizational chart and inclusion of public relations in the dominant coalition were viewed as most lacking in a standard of professional performance.The twenty-four items factored into six dimensions. Assessments of professionalism along these six factors differed significantly as a function of sex, region, tenure of teaching, size of institution, and whether the educator was accredited by PRSA. Comparing educators' assessments with practitioners' views expressed in an earlier national survey, it is clear that professional standards in public relations have yet to have coalesced among educators or practitioners. Given the influence that educators have on the future of the field, it is imperative that educators work to elevate the profession by promulgating professional standards among their students.This study, conducted under the auspices of the Yarbrough Public Relations Laboratory, is a followup to results of a survey of practitioners reported in the article titled “Developing Standards of Professional Performance in Public Relations” published in Public Relations Review in 1996.All three authors are with the Department of Advertising/ Public Relations, Henry W. Grady College of Journalism and Mass Communication, University of Georgia, Athens. Dr. Lynne M. Sallot, APR, is Assistant Professor. Dr. Glen T. Cameron is Associate Professor and Director of Research, James M. Cox, Jr. Institute for Newspaper Management Studies. Dr. Ruth Ann Weaver Lariscy is Associate Professor.     

Public relations education in Britain: An historical review in the context of professionalisation

The article presents a review of educational developments in Britain, concentrating on the activities of the Institute of Public Relations (IPR), the professional body for individual public relations practitioners. The article is based on research in the IPR archive.Jacquie L’Etang is a member of the Stirling Media Research Institute and is director of the full-time M.Sc. in Public Relations at the University of Stirling, Scotland.     

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.     

Pluralistic ignorance and professional standards: underestimating professionalism of our peers in public relations

Two-hundred-fifty-one responses to a battery of 45 professional standard items indicate that public relations professionals randomly surveyed from across the nation tend to underestimate the current state of professional standards in the field. This state of affairs, described in coorientation theory as pluralistic ignorance, suggests that our field may actually hold higher standards and greater confidence in standards than we commonly attribute to our peers.Following the third-person effect, respondents tended to view themselves as better able to withstand pressures and outdated thinking than their peers. In fact, practitioners held their peers in comparatively low esteem, viewing others collectively as somewhat naive, unprofessional and unenlightened in comparison to their own personal self-images. While female practitioners are generally less sanguine about gender and racial equity in public relations, women tend to be more optimistic about standards for ethics and professional functions such as planning and research. Women also tended to be less harsh in their ratings of peer professionalism, while also attributing lower values to others.This study, conducted under the auspices of the Yarbrough Public Relations Laboratory, is a followup to preliminary results of the survey of practitioners reported in the article titled “Developing Standards of Professional Performance in Public Relations” published in Public Relations Review in 1996. Preliminary results of a followup survey of educators was reported in the article “Professional Standards in Public Relations: A Survey of Educators” published in Public Relations Review in 1997.All three authors are with the Department of Advertising/Public Relations, Henry W. Grady College of Journalism and Mass Communication, University of Georgia, Athens. Lynne M. Sallot, APR, Fellow PRSA, is Assistant Professor. Glen T. Cameron is Associate Professor and Director of Research, James M. Cox, Jr. Institute for Newspaper Management Studies. Ruth Ann Weaver Lariscy is Associate Professor.     

Personal public relations: identity as a public relations commodity

Public relations for individuals is steadily emerging as a significant area of practice, yet little research and theoretical development is currently undertaken in this area. Within this article public relations for individuals, referred to in this study as personal public relations, is examined. The research identified two approaches deployed by public relations practitioners: a formative mode and an advisory mode. The formative mode is an active constitution of a public identity, whereas the advisory mode is a communication counseling approach. The paper argues that the formative role is more closely aligned to the marketing techniques of promotion and selling, whereas the advisory role fits more closely with the public relations roles of communication counseling and relationship building. Potential guidelines for ethical personal public relations work emerged from the discussion.Dr Judy Motion is a senior lecturer in the Department of Management Communication at the University of Waikato in New Zealand.     

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.     

The future of PR education: Some recommendations

This article contends that public relations is a professional occupation that has become more than a subset or specialization of other disciplinary areas. Perspectives of professional and disciplinary areas that have had a strong influence on public relations education must be reevaluated.The integrity of public relations professional education must take precedence over academic unit perspectives and biases; furthermore, public relations as a professional occupation is ideological—with its own set of professional values and beliefs. The new Commission on Public Relations Education must recognize public relations is an occupation that requires its own identity as well as clearly defined professional parameters.     

Significance of the NCA's “Dialogue on Public Relations Education” Conference

The National Communication Association (formerly Speech Communication Association) devoted its Summer 1998 Conference to public relations education. The authors of this article contend that this conference, “Dialogue on Public Relations Education” held July 9 through 12 in Arlington, Virginia, and the massive formative research that was performed in preparation for this conference were seminal, not only in examining current public relations practice and its education, but also in advocating education norms for the future. The conference also helped formalize an emerging and much-need ecumenism among the diverse public relations divisions of scholarly associations and among educator sections of the sometimes competitive professional associations. This ecumenical endeavor has helped unify and focus the efforts of all stakeholders to assure high-quality public relations education that will best meet the future needs for public relations professional preparation.     

The short life of the Government Public Relations Association in the US, 1949–1958

The historical literature on US public relations has paid modest attention to the professionalization of the practice in the public sector. This is an historical summary of the Government Public Relations Association, which existed between 1949 and 1958. It attempted to organize a professional association of, largely, public relations officers at the municipal level of government. Its failure to become institutionalized likely reflects the tenuous status of the overt practice of public relations in the US public sector.     

Partial Answers to Priority Research Questions—and Gaps—Found in the Public Relations Society of America's Body of Knowledge

The Body of Knowledge (BOK: Public Relations Society of America, 1988, 1990, 1993) of the Public Relations Society of America (PRSA) and other literature were used to examine priority research questions generated in a series of Delphi surveys conducted over the past 10 years. The Delphi surveys involved dozens of scholars and senior practitioners who identified priority re- search questions in the field of public relations for the 1980s and 1990s. We perused PRSA's BOK and other literature to see which aspects of the top 18 research questions for the 1990s have been answered completely or partially, to highlight gaps in this body of knowledge, and to point out opportunities for future research. Noted at the end of each partial answer to the research questions are BOK references and search terms that can be used in an electronic search of the BOK data base.     

The history of public relations in Greece from 1950 to 1980: Professionalization of the “art”

The early development of public relations in Greece is explored through a focus on the period between 1950 and 1980. Specifically, the, article considers the origins and early developments, important actors, international influences, professional bodies and the field of practice. It is found that Greek business public relations were greatly influenced by American practices and through influential practitioners’ contact with the International Public Relations Association (IPRA).     

The state of Australian public relations: Professionalisation and paradox

It is almost a decade since the last empirical study of Australian public relations appeared in the academic literature. This paper reports on a survey conducted immediately prior to the onset of the global financial crisis aimed at revealing the state of public relations in Australia. In particular, the study investigated levels of professionalisation in terms of such criteria as the strategic orientation of public relations, its position within organisational hierarchies, and the importance placed on ethics and professional development. The findings show Australian PR professionals to be highly educated, comparatively well paid and frequently in positions of influence with their CEOs. Paradoxically despite these strengths, the profession in Australia does not seem to have outgrown public relations’ pervasive identity crisis.     

Feminism,voluntarism and the welfare state: Toward a feminist sociological theory of social welfare

In current debates about social welfare, the terms public and private are often equated with state vs. nonstate realms. This paper argues that a feminist sociological analysis would reconstitute notions of public and private as forms of social relations that occur in a wide range of activity, thus disentangling them from institutional divisions. It reviews contemporary feminist theory and practice and spells out implications for a feminist sociological theory of social welfare. It uses these implications to look at a particular kind of women’s grassroots voluntary organization that contains possibilities for rethinking societal responses to social welfare needs. She is author ofWomen of the Upper Class (1984), and senior editor ofShifting the Debate: Public/Private Sector Relations in the Modern Welfare State (1987).     

Investor Relations: Two-Way Symmetrical Practice

Although public relations claims investor relations as one of its specializations, scholars have paid little attention to it and practitioners historically have been divided between finance and public relations. A national survey of 145 members of the National Investor Relations Institute and the Public Relations Society of America's Financial Communications Section tested models and dimensions of practice to build theory. Results show that such investor relations officers predominantly practice the two-way symmetrical model and their work is characterized by the dimensions of symmetrical effects and—to some degree—two-way communication. Practitioners do not differ by their orientation to either finance or corporate communication/public relations. This study is the first to find the predominant practice of the normative model across its sample, thereby refuting long-standing criticism that the symmetrical model is a utopian ideal. The two-way symmetrical model does exist in the real world, and it can be found in the bastion of capitalism—publicly owned corporations in the United States.     

Status of women on faculty and status of women's studies in Israeli schools of social work

Although social work is a profession consisting mainly of women, social work education is dominated by men. In Israel, 75% of professional social workers are women, but women constitute less than half of the faculties of schools of social work, and are found chiefly in the middle level of academic rank. None holds a rank higher than senior lecturer, although there has been one professor who was a woman. This paper discusses the problems of social work as a women's profession from the point of view of women's developmental theory, and discusses the limitations of the curriculum in the area of women's studies.     

Undergraduate public relations education in Spain: Endangered species?

The purpose of this article is to analyze the precarious situation concerning undergraduate public relations education in Spain, despite the existence of a Degree in Advertising and Public Relations. In addition to core subjects, which are set by the government and required on all university curricula, the Spanish system allows universities to complete their curriculum with other compulsory and elective courses. Given this freedom, universities have failed to come up with either the specific contents for public relations or for liberal arts, social sciences and business courses that will enable students to enter the profession. In light of the future restructuring of degrees through the Bologna Process, this situation is a serious threat to the continuity of public relations teaching in Spanish universities.     

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.     

Public relations practice in the Arab World: A critical assessment

This article discusses the practice of public relations in the Arab World. It looks at the major problems it encounters such as misconceptions, confusion in tasks and prerogatives, lack of professional manpower, and the absence of a culture of democracy, transparency and public opinion. Public relations is still looked at as a tool for the organization to foster its image through public information, publicity and propaganda. Planning and research are badly missing mainly in public sector organizations. In spite of these drawbacks, public relations is the profession of the future in the Arab World. It is growing and expanding rapidly in all sectors of life. Arab countries need public relations to meet the challenges of democracy, public opinion, civil society and globalization.     

Commentary: Challenges for Arab and American public relations and public diplomacy in a global age

This commentary is based on the keynote address given to the international conference on “Public Relations in the Arab World in the Age of Globalization” at the University of Sharjah, United Arab Emirates, May 4, 2004. It points out how proper public relations practices can help bring about improvements in the relationships between America and the Arab world. Hiebert is Professor and Dean Emeritus, University of Maryland, and Editor, Public Relations Review.