Winning Respect: Transformation to Professionalisation of Public Relations in Singapore

Abstract

Studies analysing the state of public relations (PR) in Singapore (Chay-Nemeth, 2003; Yeap, 1994; Yeo and Sriramesh, 2009) have consistently argued that PR has remained at the “pre-professional” stage, one that emphasises on the technical rather than strategic roles. Is PR in Singapore going to be perpetually mired in this sorry state while the other pillars of the organisation continue to flourish in a dynamic and evolving business environment? This study examines the systemic problems facing the profession, and suggests how PR can be transformed from a “pre-professional” to “professional” stage—albeit mostly by the confluence of circumstances and by default rather than by design. Three scenarios that fall into this wave of confluence are suggested, namely, the changing media landscape, endorsement of the profession through education and changing mindsets. These three scenarios were exactly the confluence of circumstances that propelled the transformation to professionalisation of PR in a quintessential Singapore organisation. If the experience of this organisation can be replicated in other organisations in Singapore, the future looks bright for the profession.