As the public relations industry seeks professional status and a more meaningful role in the strategic management of organisations, survey evidence suggests reluctance among practitioners to embrace theoretical frameworks and to study other management disciplines. The purpose of this paper is to examine this issue.
The paper is written from the perspective of a practitioner. Following a brief review of some current theoretical concepts, it is argued that practitioners can benefit substantially from theoretical frameworks.
Having noted an apparent reluctance on the part of fellow practitioners to embrace theoretical frameworks as learning tools, or to acquire wider management skills, it is suggested that such attitudes might inhibit the development of PR as a profession and as a strategic management discipline. This paper suggests that a change of mindset on these issues – allied to a closer working relationship with relevant academics – could both enhance PR's professional standing and its relevance to an organisational management and strategy. Overall the view is taken that PR theory can provide practitioners with a language and conceptual frameworks by means of which they can both appraise and evaluate there own activities, and present their disciplines to organisational leaders within the context of wider management strategies.
The paper highlights how embracing PR theory can provide an opportunity for practitioners.
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