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Over the last 50 years the social legitimacy of public relations has improved by standardising and monitoring the education and training of its practitioners. While successful in developing a professional development trajectory from novice to competent practitioner, the profession has struggled to fully understand the development trajectory of its senior public relations practitioners. The diversity of occupational contexts in which public relations is practised, the condition of professional seniority and the knowledge and tools required for working at occupational boundaries is challenging for senior public relations practitioners. It is also a challenge therefore, for the profession to develop and support the learning required for senior practice beyond competency frameworks. The paper aims to discuss these issues.

This paper employs socio-cultural learning theory and supporting empirical evidence gained in semi-structured interviews with senior practitioners in the field to explore what senior practice entails and how senior professionals learn.

Communities of practice is useful for understanding novice practitioner learning but has insufficient explanatory power for understanding senior practitioner learning. There is an urgent need for support for senior public relations learning that moves beyond reified competency frameworks and enables senior practitioners to function autonomously outside the core community of practice. Seniority requires its learners to embrace uncertainty and confront the challenge of creating new knowledges and in the everyday practices of their professional lives.

“Communities of practice” has been influential in the fields of management and organisations (Bolisani and Scarso, 2014). This paper employs the idea of a learning process that takes place in “constellations of practices” (Wenger, 1998) to offer a view of senior practice as boundary dwelling (Engestrom, 2009) rather than boundary spanning and learning as situated (Lave and Wenger, 1991) in the liminal spaces those boundaries provide.

In the 1990s evaluation has been at the centre of a continued debate in public relations. With the new millennium in sight public relations practitioners, academics and professional bodies are not only asking for an intensified discussion, but are also looking for guidelines of best practice which are seen as a necessary step for further development towards professionalism.

This paper reviews the history of public relations (PR) education in the UK in the context of the process of professionalisation. Drawing on the sociology of the professions, it describes the criteria for an occupation to be accorded professional status and the role of education in that process. The relationship between academia and practice is given some consideration and some of the challenges facing practitioners and academics in relation to legitimacy and status are identified. Finally, the paper suggests some new issues for research in the field and argues for an ethnographic turn in PR.

The purpose of this paper is to offer critical reflection on the role played by the concept of dialogue in public relations theory, pedagogy, and practice.

This paper is theoretical and therefore focused on the elucidation of the history, meaning, and application of “dialogue” in public relations in comparison with two other academic disciplines and professional fields: political science and organizational communication.

The paper argues that, despite the key normative position occupied by the concept of dialogue in much mainstream public relations scholarship, public relations as an academic discipline has not engaged extensively with the theory of dialogue. While other academic and expert practitioner fields have developed much theoretical reflection, a range of dialogical tools, and created spaces in which the expertise is applied, public relations' normative interest in dialogue seems not to have translated into developing expert dialogic tools or spaces in which public relations experts routinely use such tools.

The paper introduces literature and debates about dialogue largely ignored in the mainstream public relations scholarship and aims to stimulate fresh discussion about the nature of public relations knowledge and practice.

To advance the cultural approach to public relations research and practice through linking societal culture and occupational culture of public relations to the communication practices of practitioners, in the aim of understanding the contribution made by public relations to the development of contemporary cultures.

The discussion identifies some of the limitations of recent thinking regarding the nature public relations within a global context, particularly as regards professionalisation. An alternative framework for international research is then proposed – one which advocates understanding public relations as an occupational group and emphasises the need to recognise the role of public relations practitioners as agents, or “intermediaries” in the development of culture.

Rather than focus on developing codes of practice, it is recommended that the public relations industry should establish its current functions and potential for meeting human needs within differing cultural contexts.

The paper advocates a fresh approach to the debate surrounding international professionalisation of public relations.