Professionalisation and public relations education: Industry accreditation of Australian university courses in the early 1990s

K. Fitch

doi:10.1016/j.pubrev.2014.02.015

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Professionalisation and public relations education: Industry accreditation of Australian university courses in the early 1990s

Journal article

Open access

Peer reviewed

Professionalisation and public relations education: Industry accreditation of Australian university courses in the early 1990s

K. Fitch

Public Relations Review, Vol.40(4), pp.623-631

2014

DOI: https://doi.org/10.1016/j.pubrev.2014.02.015

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Abstract

This paper investigates the Public Relations Institute of Australia's introduction in 1991 of a national accreditation programme for university courses. Drawing on an analysis of previously unstudied industry archives, it identifies four themes significant for industry perspectives of education: public relations knowledge; industry expectations and experience; public relations curricula; and academic legitimacy. While university education was perceived by institute members to demonstrate the professional standing of public relations, the findings reveal divergent understandings of its role and content and identify considerable resistance to the institutionalisation of public relations knowledge. At the same time, the expansion and marketisation of higher education led to the introduction of new, vocational courses such as public relations. The significance of this study is it offers new insights into the development of Australian public relations education and the role of the professional association.

Details

Title: Professionalisation and public relations education: Industry accreditation of Australian university courses in the early 1990s
Authors/Creators: K. Fitch (Author/Creator)
Publication Details: Public Relations Review, Vol.40(4), pp.623-631
Publisher: Elsevier Inc.
Identifiers: 991005545348907891
Copyright: © 2014 Elsevier Inc.
Murdoch Affiliation: School of Arts
Language: English
Resource Type: Journal article

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Citation topics: 6 Social Sciences; 6.185 Communication; 6.185.1966 Crisis Communication
Web Of Science research areas: Business; Communication
ESI research areas: Social Sciences, general