Public Relations Field

The field of Public Relations (PR) is a relatively young profession, spanning approximately 100 years. It's uses and purpose is described as an important management function and an integral factor in the interaction between an organization and its publics. Public relations has grown to become not just a 'practical' field of study but has now developed its own theoretical framework from which to base its practices and decisions that are made by Public Relations practitioners. The aim of this 'marriage' of Public Relations Theory and practice is to equip the PR practitioner with an academic foundation that will make them more effective in developing and managing the relationships that are formed between the organization and its publics and to ensure that the Public Relations profession is positioned as a "strategic management discipline" (Moncour, 2006) simultaneously ensuring the achieving of organizational goals and maintaining respect for the interests of the respective publics. There has been an ongoing debate over whether Public Relations Theory is applicable to real-life situations and is an effective tool in providing the PR practitioner with reliable and sound guidelines for dealing with certain situations. Some detractors would argue that application of scientific methods and "borrowing" and modifying of existing theories from others theories will inevitably lead to an ineffective Public Relations strategy, "increase the gulf between PR theory and practice, diminish the richness of experiences and undermine the identity of PR professionals." (Steiner, 1999) The efforts by various scholars in academia to bring the Public Relations to a professional standard is one which is important to the Public Relations Practitioner and to those interested in the field. [continues]

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