Fitch Professionalizing Public Relations

History, Gender and Education
1. Auflage 2016
ISBN: 978-1-137-57309-4
Verlag: Palgrave Macmillan UK
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 172 Seiten

Reihe: Business and Management

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.

Autoren/Hrsg.

Fitch, Kate

Inhaltsverzeichnis

1;Acknowledgements;8
2;Contents;10
3;List of Abbreviations and Acronyms;12
4;Introduction;14
4.1;Conceptualizing Public Relations;15
4.2;Investigating Public Relations History;17
4.3;Book Structure;19
5;Chapter 1: The Professionalization of Public Relations;21
5.1;Introduction;21
5.2;Professionalization, Institutionalization, and Education;22
5.2.1;Understanding Professionalization;22
5.2.2;The Role of Professional Associations;23
5.2.3;Professionalization and Education;26
5.3;Australian Public Relations Histories;27
5.3.1;Textbook Histories and Practitioner Perspectives;27
5.3.2;Public Relations in the Mid-twentieth Century;29
5.3.3;Professional Dilemmas in the 1960s and 1970s;31
5.3.4;The Expansion of Public Relations in the 1980s;33
5.3.5;Restructuring Public Relations in the 1990s;36
5.4;Research Methods;38
5.5;Notes;41
5.6;References;42
6;Chapter 2: Education and the Professional Project;49
6.1;Introduction;50
6.2;Public Relations Education in Australia;50
6.2.1;Imagining the Educated Practitioner;50
6.2.2;The Growth in Public Relations Education;53
6.2.3;The Marketization of Higher Education;55
6.3;Defining and Regulating “Knowledge”;57
6.3.1;The Early Australian Public Relations Curriculum;57
6.3.2;Industry Knowledge and University Education;59
6.3.3;Textbooks for Australian Public Relations Education;61
6.3.4;The State of Public Relations Education;63
6.3.5;Industry Accreditation of University Courses;65
6.4;Professionalization and Institutionalization;67
6.4.1;Valuing Professional Knowledge;67
6.4.2;Defining the Curriculum;69
6.4.3;Developing Disciplinary Boundaries;70
6.5;PRIA Perspectives on Public Relations Education;71
6.6;Conclusion;73
6.7;Notes;74
6.8;References;76
7;Chapter 3: Women, Feminization, and Professionalization;82
7.1;Introduction;83
7.2;Women, Public Relations History and Historiography;83
7.3;Women and Professional Institutes;86
7.3.1;Women in the 1950s;86
7.3.2;Disappearing Women in the 1960s and 1970s;88
7.4;Women and Public Relations Work;91
7.4.1;Fashioning Careers;91
7.4.2;Negotiating Professional Identities;92
7.4.3;Bumping the Glass Ceiling;95
7.5;Gender and Education;97
7.5.1;Women, Public Relations, and Education;97
7.5.2;Feminization and Professionalization;98
7.6;Women and Professionalization;100
7.7;Notes;101
7.8;References;101
8;Chapter 4: Globalization, History, and Australian Expertise;106
8.1;Introduction;107
8.2;Globalization and Australian Public Relations History;107
8.2.1;Historical Narratives and International Engagement;107
8.2.2;“We’ll Soon Be British”;109
8.2.3;US Versus Australian Expertise;112
8.2.4;Australia and IPRA;113
8.3;“Asia” and Australian Public Relations;115
8.3.1;Australia in Asia;115
8.3.2;Australian Practitioners in Asia;117
8.3.3;Expansion and Protectionism;120
8.3.4;Australian Education: Markets and Influences;121
8.4;Developing a Professional Occupational Identity;123
8.4.1;Professionalization, Ethnicity, and Race;123
8.4.2;Australian Knowledge and Expertise;125
8.5;Notes;129
8.6;References;129
9;Conclusion;135
9.1;Knowledge and Education;136
9.2;Women and Public Relations;138
9.3;Globalization and Colonial Networks;140
9.4;History and Historiography;142
10;Appendix A;145
10.1;Note;146
11;References;147
12;Index;169