Public Relations Professional Practice And The Institutionalisation of CSR

Purpose This paper presents the findings of a longitudinal case study into the professionalisation of public relations practices and the institutionalisation of corporate social responsibility as a legitimate social and business arrangement. In doing so, there are implications for the dynamic relationship between practices and the professionalisation of public relations. Methodology A qualitative longitudinal study is used to examine the social construction of social responsibility in the Australian banking industry from 1999-2004 across two levels of analysis – societal expectations as institution, and practices of banking and public relations as action. Findings The study shows that the case organisations shifted their public relations and communication practices during the period of the study. In response to the demands of publics, there was a central shift from a one-way perspective where organisations sought to influence and persuade publics of the appropriateness of thier actions towards a two-way perspective where organisations needed to consult, negotiate and engage with publics. In doing so, this study suggests that there was a shift in the profession of how public relations was practiced, but also highlighted the changes to institutional arrangements about the legitimacy of social responsibilities of large organisations.