30.12.2015
Research news
Dissertation news

Dissertation: 9.1.2016 The Role, the Goal and the Soul of Professional Public Relations – Developing a Holistic Model of PR Professionalism (Asunta)

Time:

9.1.2016 12:00 — 15:00


Location: Seminaarinmaki, H320
M.A. Laura Asunta defends her doctoral dissertation in Organizational Communication & PR ”The Role, the Goal and the Soul of Professional Public Relations – Developing a Holistic Model of PR Professionalism”. Opponent Professor Associate Professor, Dr. Inger Jensen (Roskilde University) and custos Professor Marita Vos (University of Jyväskylä). The doctoral dissertation is held in English.

Laura Asunta, kuvaaja Sari MuhonenM.A. Laura Asunta defends her doctoral dissertation in Organizational Communication & PR ”The Role, the Goal and the Soul of Professional Public Relations – Developing a Holistic Model of PR Professionalism”. Opponent Professor Associate Professor, Dr. Inger Jensen (Roskilde University) and custos Professor Marita Vos (University of Jyväskylä). The doctoral dissertation is held in English.

ABSTRACT  

The Role, the Goal and the Soul of Professional Public Relations – Developing a Holistic Model of PR Professionalism

This doctoral dissertation investigates PR professionalism and PR as a strategic expert function. The approach is phenomenographic and the research progresses through four phases: (1) building a conceptual framework, (2) conducting an interpretative study of concepts, (3) conducting semi-structured in-depth interviews among 37 Finnish PR experts, and (4) constructing a holistic model of PR professionalism.  

The interpretative study of concepts concludes that PR professionalism consists of expertise in management of identity, management of public sphere, and management of relationships, and its core values are respect, responsibility and reflexivity. The interview study outlines five different approaches to the PR professional:Bridge builder, Advocate of the organisation, Advocate of the mission, Strategic facilitator, and Neutral facilitator. The critical differences in PR professionals’ thinking regarding their profession relate to the main goal of PR, its position and how the demand for recognition is reasoned, nature of communication, general orientation, and relation to ethics.  

The holistic model of PR professionalism consists of three intertwined and inseparable dimensions – the role, the goal and the soul of the professional PR – which enable and empower PR to ascend to its full potential as a strategic expert function. Through these dimensions PR professionalism facilitates communicative organisation and bridges the organisation with its environments, guides the PR profession to goal-oriented and high quality practice, and supports individual practitioner’s competence and professional identity.

Keywords: Public relations, communication management, professionalism, expertise, professional roles

The dissertation is published in the series Jyväskylä: University of Jyväskylä, 2015, 276 p. Jyväskylä Studies in Humanities, ISSN (nid.) 1459-4323; 276, ISSN 1459-4323; 276 (PDF), ISBN 978-951-39-6453-5 (nid.), ISBN 978-951-39-6454-2 (PDF). It is available at the University Library’s Publications Unit, +358 (0)40 805 3825, myynti@library.jyu.fi

Further information:

Laura Asunta, laura.asunta@jyu.fi, 040 805 4962 (office), 044 304 0170 (home)  
Communications Officer Anitta Kananen, tiedotus@jyu.fi, puh. +358 40 805 4142

 

More information

Laura Asunta

None

laura.asunta@jyu.fi