Australian public relations: status at the turn of the 21st century

Abstract

Since its inception, public relations in Australia has grown in professional stature, status, education, research, and practice. As these trends progress, visibility of the profession is becoming steadily more pronounced in the industry, education, and public domain. Over the last two decades the Public Relations Institute of Australia together with its strategic alliances have made many changes, structurally, strategically, and academically towards the professional growth of public relations. This article briefly discusses the views of the Public Relations Institute of Australia and offers a snapshot of two surveys1 on professional practice and related issues. Although direct comparisons are not meant to be made from these studies, both surveys offer insights into aspects of Australian public relations. Whereas mixed findings and scenarios are evident, and the surveys highlight areas for further development, the profession, with close attention to existing threats, is poised to grow in Australia.Raveena Singh is program director and senior lecturer at the University of Canberra (Australian Capital Territory) and Rosaleen Smyth is senior lecturer and public relations coordinator at Deakin University (Victoria). Both authors are coeditors of the Asia Pacific Public Relations Journal.