Abstract
This paper examines the growth of the public relations (PR) discipline in the UK with reference to some of the possible business drivers behind growth and the changing strategic role of communications in companies. Some of the factors at play are discussed, with particular reference to corporate social responsibility, transparency, stakeholder relationships and reputation management and the role of PR in creating the “employer brand” for those companies competing for the scare resource of new corporate talent. The paper also discusses the role of PR education in the UK in preparing aspirants to the profession for the working life of a PR practitioner and considers the expectations of companies for strategic PR management and whether the supply of practitioners meets the need and demand. Finally, the author draws upon experience in having undertaken a course of further formal PR education at Masters degree level and comments on the practical and strategic communications benefits to be gained from framing experience of PR in action within the growing body of PR and communications theory encountered during academic study.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
