Public Relations Professional Practice: Discourse as a Resource for Institutional Change
Bartlett, Jennifer L. & Tywoniak, Stephane (2007) Public Relations Professional Practice: Discourse as a Resource for Institutional Change. In 23rd EGOS Colloquium: Beyond Waltz – Dances of Individuals and Organisations, 5 - 7 July 2007, Vienna, Austria.
In this paper we elaborate on the theme of professions, institutions and change through conceptualizing the processes of professionalization and institutionalization in terms of duality of structure. We investigate how processes of professionalization promote the transnational diffusion and translation of institutional logics and extends the role of professions in promoting global institutional standards. This is achieved in the context of a longitudinal study of how corporate social responsibility has been diffused and translated across four organizations in the Australian banking industry, setting the foundations for CSR as a legitimate business practice in that country.
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|Item Type:||Conference Paper|
|Keywords:||Public Relations, Organisational Change|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Organisational Planning and Management (150312)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
|Divisions:||Current > Research Centres > Australian Centre for Business Research|
Current > QUT Faculties and Divisions > QUT Business School
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||15 Feb 2008|
|Last Modified:||05 Jan 2011 23:35|
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