Professionalism in public relations and corporate communications: an empirical analysis

Abstract

PR is in evolution stage in India and the profession is gaining acceptance and recognition. The present research is an attempt to measure extent of professionalism in PR in India and how much consensus, if any exists regarding professional standards among PR professionals working in agencies and those working with corporates in the corporate communication function. It also identifies the influence of demographic factors on the standards in profession. Such empirical studies are useful in identifying dimensions of low professional standards, which would enable enforcement of corrective action. While current practices are healthy in areas of understanding roles and responsibilities; valuing research; training and development; and licensing and gender issues, they are evidently low in areas of ethics; social responsibility; management orientation; planning and rightful place in organizational structure. Corporates and PR agencies hold different perceptions regarding blind advocacy, access to top management and public service to community. Professionals having educational qualification in PR had broader and more strategic perspective of PR than those with qualification in mass communication or management. Those with PR degree gave more importance to research, PR planning, defining of objectives, measurement and evaluation, while those with management degree considered management as appropriate training for public relations. Professionals with mass communication background advocated licensing more strongly than others. Professional standards on issues of gender based equity and justices were found to be high and no discrepancies were found in the perceptions of men and women on these issues