By Aznan Mat Piah
Is public relations a global profession? Or can public relations even be called a ‘profession’? There have somewhat been mixed reactions and controversies on the concept of true public relations.
Eminent public relations educator like James Grunig has been advocating the concept as a ‘two-way symmetrical communication’. Some scholars point out that public relations does not even have entry credentials like that of law, medicine or accounting, therefore, it cannot be justified to be called a profession. This has driven the long-standing debate on whether public relations practitioners should be licensed.
In Malaysia, the Institute of Public Relations Malaysia (IPRM) strongly advocates the need for an Act to regulate the profession through some forms of formal certification, if not licensing. The reactions from practitioners in the industry so far are still divided. Yet, there is the need for the industry practitioners and educators to respond fast to place the field where it should be to fit into the global demands and changes.
John Paluszek of Global Alliance public relations and communication management had made the following observation on what constitute the ‘profession’, which I think is timely to be examined in the context of its practice in Malaysia today:
1. Public relations in its fullest, finest sense – developing and maintaining relationship – is arguably a global profession because it now functions in the public interest in virtually every part of our interconnected world.
2. Look at Grunig’s concept of ‘two-way communication’ (indeed there is symmetry here) that helps build and maintain harmonious relationship. It illustrates how public relations can exist, and function at the interface of the organization and society. ‘Listening’ to the audiences – via substantial, on-going research – fits into an organization’s policy formation and performance, which is then subject to communication to target audiences.
3. Public relations should not be regarded as ‘high-minded’. It can be pursued in the humble product news release seeking to promote, in the famous aphorism, “commercial transactions between consulting adults”. And Paluszek says harmony is also scalable. At the other end of the spectrum, harmony is also the objective of macro public relations commitment called ‘public diplomacy’. (‘Public diplomacy’ is a concept used by the State Department to offset the tremendous damage to US reputation abroad due to foreign policy decisions.)
4. Is public relations a ‘profession’? Just look at the definition of a profession: “A vocation or occupation requiring advanced education and training and involving intellectual skills.” (Yes, it is a developing profession.)
5. Public relations can certainly demonstrate three other standards for designation of a profession – an ethical code, on-going social science research, and a body of knowledge – although public relations body of knowledge is so broad, diverse and growing that it has defied codification.
6. On public relations practitioners being ‘advocates’. Doctors, lawyers and other professionals are advocates as well. The overriding criterion here is performing in the client’s interest and within the ethical codes.
7. How do we as public relations professionals fit into a fast changing world? In the last two decades the world has become so interconnected. New international forces have become so powerful that a fundamental reassessment of public relations profession is critical.
8. Look at the importance and the impact of evolving information technology, which can link every one around the world at any time. Examine current and global linkages in addressing many issues of international concern – environment, energy, immigration, tourism, trade and commerce, capital flows, disease and health issues.
9. It is fair and critically important to ask, “What can public relations cannon and portfolio, as they continue to evolve, contribute to a better society?”
Photo taken from Cohn PR