Aspects of professionalism in European public relations : an exploration of issues affecting the professionalisation of the industry in Europe from a practitioner’s perspective

Both public relations academics and practitioners have long been concerned with the status of public relations as a profession. The debate was as relevant to early public relations protagonists such as Edward Bernays and Ivy Lee as it is today for the large number of scholars and practitioners that operate in the field. The wide body of literature and research underpinning the debate has uncovered some shared opinion on what is required to improve the status of public relations (e.g. education and the role of professional organisations), but there still exists no firm consensus on all issues (e.g. licensing and regulation of the industry). Furthermore, the vast majority of literature and research into this area has been led by academics and practitioners from the US, UK and other Western countries in which the public relations industry is already well-established. Apart from one or two important examples, relatively little research has been conducted into the situation regarding public relations at an international or European level.

This paper will look at aspects of professionalism in public relations in Europe, drawing on primary research conducted with leading practitioners from 30 different European countries. It aims to explore a number of key issues from the European practitioner’s point of view, including: the extent to which practitioners are members of and value professional organisations; what influence, if any, those organisations exert over their members and the industry in their respective countries; the perception of public relations in the eyes of business decision-makers and the general public across Europe; the popularity of university-level qualifications in public relations; the extent to which practitioners value such qualifications; and the characteristics necessary to be a professional public relations practitioner.

These are just a few of the issues that are considered as indicators of the status of public relations as a profession. By investigating them from the point of view of European practitioners, it is hoped that a picture will be built up of how public relations in European nations and regions is poised to deal with the issue of professionalism in the field.

The paper will begin by reviewing the literature in the area, looking first at secondary sources that deal with the issue of professionalism in public relations and then at the European body of knowledge and its scope and relevance to this research project. An analysis of the research will follow the literature review.

James Ramsay 2008