The role, the goal and the soul of professional public relations : developing a holistic model of PR professionalism
This doctoral dissertation investigates PR professionalism and PR as a strategic
expert function. The approach is phenomenographic and the research progresses
through four phases: (1) building a conceptual framework, (2) conducting an
interpretative study of concepts, (3) conducting semi-structured in-depth
interviews among 37 Finnish PR experts, and (4) constructing a holistic model of
PR professionalism.
The interpretative study of concepts concludes that PR professionalism
consists of expertise in management of identity, management of public sphere,
and management of relationships, and its core values are respect, responsibility
and reflexivity.
The interview study outlines five different approaches to the PR professional:
Bridge builder, Advocate of the organisation, Advocate of the mission, Strategic
facilitator, and Neutral facilitator. The critical differences in PR professionals’
thinking regarding their profession relate to the main goal of PR, its position and
how the demand for recognition is reasoned, nature of communication, general
orientation, and relation to ethics.
The holistic model of PR professionalism consists of three intertwined and
inseparable dimensions – the role, the goal and the soul of the professional PR –
which enable and empower PR to ascend to its full potential as a strategic expert
function. Through these dimensions PR professionalism facilitates communicative
organisation and bridges the organisation with its environments, guides the PR
profession to goal-oriented and high quality practice, and supports individual
practitioner’s competence and professional identity.
...
Muu nimeke
Developing a holistic model of PR professionalismJulkaisija
University of JyväskyläISBN
978-951-39-6454-2ISSN Hae Julkaisufoorumista
1459-4331Asiasanat
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