Openly accessible

Professionalisation and public relations : an ethical mismatch

Breit, Rhonda and Demetrious, Kristin 2010, Professionalisation and public relations : an ethical mismatch, Ethical space: the international journal of communication ethics, vol. 7, no. 4, pp. 20-29.

Attached Files
Name Description MIMEType Size Downloads
demetrious-professionalisationand-2010.pdf Published version application/pdf 85.40KB 236

Title Professionalisation and public relations : an ethical mismatch
Author(s) Breit, Rhonda
Demetrious, Kristin
Journal name Ethical space: the international journal of communication ethics
Volume number 7
Issue number 4
Start page 20
End page 29
Total pages 10
Publisher Abramis Academic
Place of publication Lincoln, England
Publication date 2010
ISSN 1742-0105
Keyword(s) professionalism
public relations
global alliance
ethical communication
Summary This paper explores the ethical culture in which contemporary public relations practitioners’ work and how it relates to the professionalisation of the domain. Focusing on the international umbrella public relations institution Global Alliance (GA) and other important industry bodies such as the Public Relations Institute of Australia (PRIA) and Public Relations Institute of New Zealand (PRINZ), we study how the ‘work’ of a public relations practitioner is described, and as a corollary, what professional and ethical standards are promoted. Our analysis draws on theories of professions (Abbott 1988; Anderson and Schudson 2009; Volti 2008) and narrative (Surma 2004, Herman 2009), and argues that key elements of professionalisation in public relations contribute to a normative culture which is potentially at odds with notions of ethical communication. We suggest public relations needs to engage more rigorously with professional values to develop, effectively, ethical practice and be normatively aligned with other professions.
Notes
Every reasonable effort has been made to ensure that permission has been obtained for items included in Deakin Research Online. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au

Language eng
Field of Research 200199 Communication and Media Studies not elsewhere classified
Socio Economic Objective 970120 Expanding Knowledge in Language, Communication and Culture
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2010, Abramis Academic
Persistent URL http://hdl.handle.net/10536/DRO/DU:30032567

Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 583 Abstract Views, 239 File Downloads  -  Detailed Statistics
Created: Tue, 08 Feb 2011, 08:56:55 EST by Leanne Swaneveld

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.