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insociety[…]theyengendermodesoflife,habitsofthought,andstandards
ofjudgementwhichrenderthemcentresofresistancetocrudeforceswhich
threatensteadyandpeacefulevolution
3.
Thislineofthinkingwassubsequentlydevelopedtoproposethatall
professionaldevelopthoughacommonprocess,calledprofessionalization.
Thisso-called„naturalhistoryofprofessionalism”,developedintheworkof
Caplow(1954)andWilensky(1964),consistedoffivestages:(1)the
emergenceofthefull-timeoccupation;(2)theestablishmentofthetraining
school;(3)thefoundingofaprofessionalassociation;(4)politicalagitation
directedtowardstheprotectionoftheassociationbylaw(5)theadoptionof
aformalcode
4.
Itisthisschemethatunderlinesprofessionalisationdiscoursein
evidenceinpopulartextbooksofpublicrelationsaswellastheworkcarried
outbyprofessionalassociationssuchasPublicRelationsSocietyofAmerica
(PRSA)orCharteredInstituteofPublicRelations(CIPR)intheUK.What
theseeffortsshareistheagreementontheneedtoincreasethelevelof
professionalizationinpublicrelations,whichistranslatedintoeffortsat
institutionalisinguniversityleveleducationinthesubjectanddeveloping
abodyofknowledge,notonlytounderpinthepracticebutalsotooffer
ascientificbasisfortheclaimsabouttheusefulnessandlegitimacyofthe
profession.
Letmeoffersomeillustrationsheretosupportmypoint.Oneofthe
mostoftencitedpublicrelationstextbooks,GrunigandHunt’sManaging
PublicRelations(1984)says:„Publicrelationsisayoungprofession,whichin
the1980shasonlybeguntoapproachtrueprofessionalstatus[…]mostofits
practitionershavelittletraininginthesocialsciences.[…]Thesolutionto
antisocialuseofpublicrelationsisnot,however,tobanorrestrictthepractice
ofpublicrelations,buttoprofessionalizeit”
5.
Asimilarargumentbasedonthemodelofprofessionalismdiscussed
aboveisofferedbyCutlipetal(1994),anotherkeytextbookcurrentlyinits
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thedition,“[…]forpublicrelationstoachieveprofessionalstatus,theremust
bespecializededucationalprogrammes,abodyofknowledge,community
recognition,individualaccountability,andcommitmenttoabidebyestablished
codesthatprotectthepublicinterestandspelloursocialresponsibility”
6.
Theengagementofthepublicrelationsprofessionalbodieswith
institutionsofhighereducationbuiltonthissharedunderstandingofthe
3A.M.Carr-Saunders,P.A.Wilson:TheProfessions.ClarendonPress,Oxford1933,p.497.
4T.Johnson:ProfessionsandPower.London:Macmillan1972,p.28.
5J.Grunig,T.Hunt:ManagingPublicRelations.FortWorth:HarcourtBraceJovanovich1984,p.4-5.
6S.M.Cutlip,A.Center,M.Broom:EffectivePublicRelations.EnglewoodCliffs:Prentice-Hall1994,p.135.
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