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The need to integrate public relations
with other communication functions
This continues the debate over the scope of
public relations. A comment was ‘As professionalism
in PR is highly variable . . . lack of
understanding within and without PR results
from the poor description of the scope of
public relations.’
In the eyes of a practitioner, ‘There seems
to be a lot of disagreement over the scope
and meaning of PR. I think this term is becoming
outdated as public relations is more than
just media relations.’ Another practitioner
said, ‘I see a bifurcation of PR services – on
one hand, public relations is losing market
value vis-à-vis other communications disciplines
(if they can be seen as different), e.g.
corporate communication, and on the other
hand, I see a broadening of public relations
towards “total communication” management
(also via concepts like ‘reputation management’).’
An academic’s view on this topic
on the other hand, is that there is ‘too much
navel gazing – people there just get on and
do it!’
International issues in public relations
practice
This topic was considered least important in
relative terms for research. A possible reason
for this occurrence is because most research in
theoretical public relations has so far been
done by Anglo-American scholars, thus the
high concentration on international issues
from such a perspective. There is also conflicting
opinion over this subject. A practitioner
noted, ‘this isn’t a matter for proper and
structured research – there is an easy list to be
provided by anyone heading the function for
an international business and/or any CEO of a
multi-national organization’. However, as
noted earlier, subject groupings listed are
generic and therefore open to interpretation.
This topic in particular, does not merely refer
to issues concerning the customs and etiquette
PR practitioners have to be aware of and sensitive
to while doing business in a foreign
country. The globalization of the world’s
economy and the formation of regional centres
for trade and development, such as the
EU and NAFTA, have resulted in political, economic
and social consequences that will affect
PR practice, and in consequence, PR theory.
There is evidence that academia is beginning
to regard this topic as an influential area for
scholarly work as seen in the most recent
publications (Moss, Verĉiĉ and Warnaby,
2000; Heath and Vasquez, 2001) on public
relations.
The numerous international symposia on
public relations held each year to bring
together practitioners from all around to share
and transfer knowledge is a clear indication
that more emphasis should be placed on this
topic despite its poor estimation in this survey.
Table 5.2 illustrates the headings from the
recent study that are still applicable for current
research purposes. Participants were
asked to tick the subjects that are important
Table 5.2 Which subjects from the old study
should still be included in the new set
of research priorities
Theme
The definition of public relations 15
Professional skills in public relations 27
The image of public relations 21
Ethics in PR practice 30
The impact of media content 16
Gender issues in PR practice 7
Features of the market for PR service 12
Number
of replies
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors