Perceptions of Australian public relations education, 1985–1999. (September 2014)

• Record Type: Journal Article
• Authors: Fitch, Kate
• Is Part Of: Public relations inquiry. Volume 3:Number 3(2014:Sep.)
• Page Start: 271
• Page End: 291
• Publication Date: 2014-09
• Subjects: Australia -- education -- history -- professional association -- public relations; Public relations -- Periodicals; 659.205
• DOI: 10.1177/2046147X14535398
• Languages: English
• ISSNs: 2046-147X

Abstract

This article investigates perceptions of Australian public relations education during a period of significant growth. It analyses in-depth interviews with 14 practitioners and educators in conjunction with Public Relations Institute of Australia (PRIA) archives. Four themes emerged from the analysis: education, professionalisation and gender; theory and practice; developing academic legitimacy and practitioner perspectives in the curriculum. Participants understood education within a professional narrative, that is, as offering a way of establishing Australian public relations as a distinct field of expertise and confirming its professional status. The findings offer new insights into the development of Australian public relations education as it became established as a popular course of study and the role of PRIA in the constitution and transmission of public relations knowledge.