Footprints in the sand : insights into the public relations profession in Queensland

Bartlett, Jennifer L. & Hill, Heather (2007) Footprints in the sand : insights into the public relations profession in Queensland. Asia Pacific Public Relations Journal, 8(1).

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This paper presents some early findings from an Australian study into understanding professionalisation in public relations. Existing discussions of professionalisation in the public relations literature have focused on a trait-based approach to the sociology of the professions. Another approach, suggested in this paper, is that professions emerge through shared meanings as communities of practice. This recent study of public relations practice in Queensland showed that while public relations professionals reported a number of traits that are hallmarks of professionalisation, much practice is technical rather than strategic. Another finding was that less than 4% of public relations professionals had a job title that included the words ‘public relations’ despite the fact that almost 90% were members of the PRIA and more than 50% had tertiary education in public relations. These findings contribute to the ongoing discussion about the role for education, and the professional association in the move to professionalise public relations and suggest opportunities for further research.

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ID Code: 20897
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Professionalism, Public Relations, Education
ISSN: 1440-4389
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 School of Communication and Creative Arts, Deakin University
Deposited On: 01 Jun 2009 00:37
Last Modified: 29 Feb 2012 13:39

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