“PRP culture”: A framework for exploring public relations practitioners as cultural intermediaries

Abstract

Purpose

To advance the cultural approach to public relations research and practice through linking societal culture and occupational culture of public relations to the communication practices of practitioners, in the aim of understanding the contribution made by public relations to the development of contemporary cultures.

Design/methodology/approach

The discussion identifies some of the limitations of recent thinking regarding the nature public relations within a global context, particularly as regards professionalisation. An alternative framework for international research is then proposed – one which advocates understanding public relations as an occupational group and emphasises the need to recognise the role of public relations practitioners as agents, or “intermediaries” in the development of culture.

Findings

Rather than focus on developing codes of practice, it is recommended that the public relations industry should establish its current functions and potential for meeting human needs within differing cultural contexts.

Originality/value

The paper advocates a fresh approach to the debate surrounding international professionalisation of public relations.

Citation

Hodges, C. (2006), "“PRP culture”: A framework for exploring public relations practitioners as cultural intermediaries", Journal of Communication Management, Vol. 10 No. 1, pp. 80-93. https://doi.org/10.1108/13632540610646391