Professionalizing Public Relations (eBook)

History, Gender and Education

Kate Fitch (Autor)

eBook Download: PDF

2016
154 Seiten
Palgrave Macmillan UK (Verlag)
978-1-137-57309-4 (ISBN)

Infos

This groundbreaking study offers new insights into public relations history with a focus on the changing relationship between women and public relations, the institutionalization of public relations education, and the significance of globalization in Australia in the second half of the twentieth century. Drawing on archival and interview research, it reveals how the industry's professionalization led to the development of an occupational identity along national and gendered lines. It also challenges common misconceptions around the origins of public relations and women's early contributions and careers. Adopting a critical approach, Professionalizing public relations avoids corporatist perspectives on the historical development of public relations by focusing on the processes of professionalization and their significance for gender and education, and by situating this study in a broader global context. The findings reveal dynamic and contested conceptualizations of public relations knowledge and expertise, and the significance of historical processes for contemporary understandings of the industry. 

Kate Fitch is a senior lecturer and Academic Chair at Murdoch University, Australia. Her research interests include gender and public relations, promotional and popular culture, and public relations history. Prior to joining Murdoch University in 2001, Kate worked in public relations and management in arts, community and government sectors.

Inhalt

Acknowledgements 8
Contents 10
List of Abbreviations and Acronyms 12
Introduction 14
Conceptualizing Public Relations 15
Investigating Public Relations History 17
Book Structure 19
Chapter 1: The Professionalization of Public Relations 21
Introduction 21
Professionalization, Institutionalization, and Education 22
Understanding Professionalization 22
The Role of Professional Associations 23
Professionalization and Education 26
Australian Public Relations Histories 27
Textbook Histories and Practitioner Perspectives 27
Public Relations in the Mid-twentieth Century 29
Professional Dilemmas in the 1960s and 1970s 31
The Expansion of Public Relations in the 1980s 33
Restructuring Public Relations in the 1990s 36
Research Methods 38
Notes 41
References 42
Chapter 2: Education and the Professional Project 49
Introduction 50
Public Relations Education in Australia 50
Imagining the Educated Practitioner 50
The Growth in Public Relations Education 53
The Marketization of Higher Education 55
Defining and Regulating “Knowledge” 57
The Early Australian Public Relations Curriculum 57
Industry Knowledge and University Education 59
Textbooks for Australian Public Relations Education 61
The State of Public Relations Education 63
Industry Accreditation of University Courses 65
Professionalization and Institutionalization 67
Valuing Professional Knowledge 67
Defining the Curriculum 69
Developing Disciplinary Boundaries 70
PRIA Perspectives on Public Relations Education 71
Conclusion 73
Notes 74
References 76
Chapter 3: Women, Feminization, and Professionalization 82
Introduction 83
Women, Public Relations History and Historiography 83
Women and Professional Institutes 86
Women in the 1950s 86
Disappearing Women in the 1960s and 1970s 88
Women and Public Relations Work 91
Fashioning Careers 91
Negotiating Professional Identities 92
Bumping the Glass Ceiling 95
Gender and Education 97
Women, Public Relations, and Education 97
Feminization and Professionalization 98
Women and Professionalization 100
Notes 101
References 101
Chapter 4: Globalization, History, and Australian Expertise 106
Introduction 107
Globalization and Australian Public Relations History 107
Historical Narratives and International Engagement 107
“We’ll Soon Be British” 109
US Versus Australian Expertise 112
Australia and IPRA 113
“Asia” and Australian Public Relations 115
Australia in Asia 115
Australian Practitioners in Asia 117
Expansion and Protectionism 120
Australian Education: Markets and Influences 121
Developing a Professional Occupational Identity 123
Professionalization, Ethnicity, and Race 123
Australian Knowledge and Expertise 125
Notes 129
References 129
Conclusion 135
Knowledge and Education 136
Women and Public Relations 138
Globalization and Colonial Networks 140
History and Historiography 142
Appendix A 145
Note 146
References 147
Index 169

Produkt-Details

• Erscheint lt. Verlag: 29.7.2016
• Zusatzinfo: XIX, 154 p.
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Politik / Verwaltung
• Themenwelt: Sozialwissenschaften ► Soziologie ► Mikrosoziologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Australia • Corporate Communication • corporatist • Education • Globalization • institutionalization • knowledge management • Occupational identity • Public Relations
• ISBN-10: 1-137-57309-0 / 1137573090
• ISBN-13: 978-1-137-57309-4 / 9781137573094