Professional identity: How communication management practitioners identify with their industry

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’.