The Reflective Practitioner: Critical Theory and the Professionalisation of PR

Abstract

The purpose of this article is to outline the relevance that critical theory has for the practice of public relations and the professional formation of its practitioners. The article provides an overview of one of the key theoretical perspectives articulated in the political economy approach to communication that of the relationship between powerful elites in society and media professionals. The author seeks to explore the hypothesised relationships said to exist between power brokers in society and the 'organs of cultural production' with particular emphasis on media relations. The author examines this dynamic as articulated in the literature and explores its relevance to public relations practitioners. Arising from some of the issues raised by the political economy analysis of public communication, the author will reflect on some of the ethical challenges that face the Public Relations industry with specific reference to media relations. In this context, the author will propose a professional orientation for public relations practice that is informed by theory and characterised by research and reflective practice. In summary, the author seeks to describe a model for the professionalisation of public relations practice consistent with a research process leading to credentialism and formal professional accreditation. 'Practice without theory is blind Theory without practice is sterile' As a public relations educator involved in the management and delivery of Ireland's most senior qualification in the field, I am keenly aware of a number of characteristics that mark PR apart from other disciplines and areas of study. Unlike what are often termed 'pure' sciences or highly abstract and theoretical fields, PR is an eclectic practice that is applied in nature. For PR therefore, as an applied art or science, there is a compelling requirement for strong links between the third level institution, variously referred to as 'academe' or the 'academy' and the industry itself. One of the great strengths of the Institute of Technology sector in Ireland is the long established linkage between the various institutes and the professions and industry. In DIT for example, there are long standing relationships between the institution and the professions of Architecture, Engineering, Journalism and Catering among others. Through consultation and contact with various industry representatives and professional associations, DIT has kept pace with sectoral requirements and has consistently produced graduates ideally placed to make a positive contribution to their chosen professions. A key feature of this strategy has been the recruitment of lecturing staff with a mix of industrial and theoretical expertise. In my own case, this includes a number of years appointed as an Army Press Officer (Captain) in the Public Relations Section of the Chief of Staff's Branch of the Irish Defence Forces. With responsibility for the public profile of the Army, Naval Service and Air Corps, at home and abroad in seventeen different countries world-wide the job of press officer provided the author with a steep learning curve on the day to day realities of public relations practice. This was especially so during a difficult period for the Defence Forces including the advent of the so-called 'Army Deafness Claims' and at a time of re-structuring and down-sizing.