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The practice of public relations (PR) is shaped by the ‘life world’ of the professionals; moreover, both the experiences of the professionals and societal changes shape the profession in a particular area (Hodges, 2006). Women have always played an important part in the development of PR as a profession and academic field in Turkey. Since PR Association of Turkey was established in 1972, five out of eight presidents have been women, and most of the members are also female. Female PR practitioners represent 70% of the total workforce of PR sector in Turkey, and most of the communication agencies are led by female entrepreneurs.

However, research on women' positions and their multiple roles in PR in Turkey are limited.

This chapter uses a qualitative study with 27 in-depth one-on-one interviews conducted in order to analyse female PR practitioners' experiences related to (1) the start of their careers, (2) their career experiences, (3) their evaluation of the profession, and lastly (4) their career goals. The interviewees included agency owners, managers, deputy general managers and group directors.

The research aimed to discover the female PR professional experience in respect of the difficulties they face in their practice and everyday life, advantages and/or disadvantages of being a female PR professional in Turkey and the ways women balanced their career and family duties.

The time is right for renewed and updated attention to the relationship between public relations (PR) and human resources (HR) departments in the context of corporate social responsibility (CSR) and sustainability. For too long, conflict between the two practice areas has obscured opportunities for collaboration which benefits organizations and stakeholders. This chapter offers theoretical underpinnings for examining an interdepartmental, cross-unit working relationship between HR and PR – and advances a vision for why it is needed now.

The development of teaching public relations in the United Arab Emirates (UAE) is an important topic to uncover because it is related to and to some extent parallel with the development of the UAE and its vital sectors. The purpose of the study is determine the circumstances of the emergence of teaching public relations in the UAE, to investigate public relations education offered in the UAE universities, to discuss the development of public relations education including challenges and opportunities.

The authors conducted 12 semistructured interviews with public relations educators in the UAE universities to understand the importance, development and current status of public relations and education.

The finding indicates a lot of developments took place in the establishment of public relations programs and its professionalization within a short time span, but more empirical research is needed to address the issues that have been brought up in the study.

The current research looked at the undergraduate public relations programs, but the status of graduate programs in communication and public relations needs to be investigated. More research in academic field is needed to discuss how the development of the public relations education influenced the public relations practice in UAE.

There is not much research done specifically on the public relations education in the UAE. The study sheds light on understanding the perspective of public relations educators on public relations programs and provides insights on how public relations education can be integrated to the local context without losing the global perspective.

What are the academic experiences of senior professors in the field of public relations (PR) at the Brazilian universities? This chapter proposes the advance of knowledge on the theoretical framework of contemporary liberal feminism by refining the previous theoretical and methodological publications. This theoretical lens prevails in earlier works, with empirical studies grounded in industry and corporate environments – mainly done by researchers from the United Kingdom, North America and Scandinavia, while PR feminist postmodernism appears in European literature – all scarce in Brazil and Global South (Latin America and African nations). Moreover, studies applying female or male PR scholars in university settings are rare in national and international literature. Hence, we gathered data and analysed narratives from seven senior female PR professors from Brazil, using an interpretative qualitative approach. Thus, this chapter about the female PR academic experiences and everyday practices highlights the starting point for an onto-epistemological discussion to understand the liberal feminist educational-based context in a Latin American country. Henceforth, two conceptual-practical dimensions – feminist PR competence and feminist PR performance – along with three methodological recommendations are presented for enhancing the contemporary liberal feminism theme as a robust research domain in PR and Strategic Communication agenda.

Public relations (PR) education has not kept pace with the rapid globalisation that has occurred since 1992. The existing PR body of knowledge, and PR curricula around the world, have a US bias. In order to prepare PR students in various parts of the world to become effective multicultural professionals it is essential for experiences and perspectives from other continents to be integrated into PR education. The complexities of societal factors such as culture, political systems and media systems make Asia a challenging place to conduct strategic PR. It is time for educators to integrate experiences from other continents into the PR body of knowledge, thereby building PR curricula that contribute to training truly multicultural PR professionals.

The purpose of this paper is to find out whether public relations (PR) students feel ready and adequately prepared for their future jobs and how they cope with the reputational and ethical issues of the public relations industry, also during the pandemic.

Survey research among public relations students in Poland was conducted twice, in 2019 and 2021, to explore their opinions on the applicability of public relations studies, career prospects for PR students in the industry and their approach to perennial reputational problems of PR. The 2021 survey also looked into challenges for the public relations education created by the pandemic, including lack of students' direct interactions with teachers and prevalence of online instruction methods.

The study shows that most public relations students feel confident about their career choices and appreciate their level of preparedness at PR schools for real-life assignments in the public relations industry. In addition, students are aware of the ethical and reputational issues of their chosen trade, and they tend to advocate for the field among friends and families and even rectify widespread misconceptions about PR. The role of public relations during the COVID-19 pandemic – according to respondents – has grown significantly, thus creating new, exciting opportunities for public relations professionals, though not necessarily for PR students or graduates.

This paper contributes to research on public relations education, its effectiveness, widely discussed reputational and ethical issues plaguing the field, relationships of educators and students with the PR industry and the role of PR students as advocates for their trade.

The purpose of this paper is to argue that public relations (PR) history‐writing has profoundly shaped the discipline and that its US bias may have limited theoretical developments. The author aims to explore the challenges in writing PR history and to consider some of the strategic philosophical issues and challenges that face historians.

Historical interpretations are shaped by authors' social constructions and thus the paper is written reflexively. The author discusses the way in which histories are structured and patterned by their authors' assumptions and values about the nature of time; human civilisation, progressivism, situationalism, inevitability, human agency, cultural change, flux and transformation.

Existing (largely US) PR historical writing is analysed in terms of its theoretical impact through the “four models” and it is argued that this typology is not appropriately applied to other cultures with different paths of historical evolution. As a way of demonstrating this point, key aspects of British developments in the twentieth century are drawn out to reveal a dozen “models” of PR practice that could potentially form the basis of theoretical research.

Overall, the paper contributes a discussion of historical methodology in relation to PR; shows the connection between history and theory‐building in PR; and demonstrates that history from other cultures can reveal alternative models for theoretical development.

Public relations is variously defined: those within the PR sector tend to view their activities as having strategic and corporate impact, while many marketers classify PR as little more than a tactical ingredient of the promotional mix. This contrast is important, given marketers are heavy users of PR activity. This confusion has hindered the development of the PR profession and added to the blurring of exactly what constitutes PR. Contributes to this discussion by identifying the core constituents of public relations and the underlying driving forces. Through a holistic approach, examines “PR‐ness” at three different levels. Survey data were gathered from public relations consultancies in the UK. Exploratory factor analysis and confirmatory factor analysis were used to examine the responses of 297 public relations consultancies in England. As a result, the many driving forces within the PR domain have been identified and grouped into nine measurement scales of “PR‐ness”. These findings provide PR practitioners with a set of issues to address in order to progress the perceived professionalism of their activities and they offer a framework for assessing subsequent progress in this respect.

The 15‐year study of excellence in public relations and communication management in the USA, the UK and Canada produced an explanation of the value of PR to an organisation and a set of theoretical principles describing how the communication function should be organised, structured and practised in an organisation. These principles provide a theoretical benchmark for auditing the quality of a PR unit. This paper identifies the implications of these principles for PR education at the undergraduate, postgraduate and continuing education levels and for management education in MBA programmes. The excellence study suggests, first, that all PR education must instil in students the view that PR is a strategic managerial function rather than a technical support function for other managerial functions. Undergraduate programmes should continue to develop superior communication skills in their students, but they must frame these technical skills in principles of strategic management, research and ethics and social responsibility. Postgraduate and continuing education programmes should focus on strategic management and research skills and educate future managers to be ethics officers in the organisation. MBA programmes should include a unit on PR in a subject area such as strategic management, public affairs or corporate social responsibility to prepare them to work with PR professionals when they become senior executives. PR education at all of these levels and in both communication and MBA programmes should educate students to practise PR globally.

This paper aims to contribute to a better understanding of the origins of Spanish public relations from the end of the nineteenth to the early twentieth century. Although the term “public relations” was an export to Europe by the end of the second world war (with some exceptions), its philosophy had already been practised in some countries, and countries not always under a democratic regime, as the Spanish case shows.

The approach taken is a literature review of the first Spanish communication journals, oral interviews with the pioneers in the field and documentary research of the unpublished professional archive of the first Spanish agency, established in 1960.

The first “public relations” campaigns did not appear until the very late 1950s. However, a closer look reveals the existence of precedents in the first half of the century though under other names such as “educational” and “prestige” advertising, or “propaganda” campaigns. Despite being considered as isolated experiences, they prove the phenomenon precedes the name of “public relations”.

This paper places special emphasis on two lines of emergence for public relations. First, the profession in Spain naturally evolved and stemmed from advertising and, due to historical reasons, it was also related to communicative initiatives known as “propaganda”. Second, once the practitioners heard about the American term “public relations”, the precedents seemed to be ignored and were replaced by the influence of other countries' experiences, thanks to the wide vision of the pioneers.

There is little research on the origins of public relations in Spain and none on the precedents. This paper fills in some of the gaps.