Research Explores Future of Public Relations Practice and Studies

University of Florida College of Journalism and Communications Public Relations Department Chair Juan-Carlos Molleda, doctoral student Gabriel Stephen and Sarab Kochhar, director of research for the Institute for Public Relations, published an article titled An Intertwined Future: Exploring the Relationship between the Levels of Professionalization and Social Roles of Public Relations Professionals for the Institute for Public Relations.

Ángeles Moreno, professor at Universidad Rey Juan Carlos and executive director of the European Public Relations Research and Education Association and director of the Latin American Communication Monitor, was also an author of this study.

Abstract:

In this quantitative research study, the future of public relations practice and study is explored through the lens of professionalization and social roles. Specifically, this study evaluates the relationship between professionalization and social roles of public relations professionals. A survey of public relations professionals is used to build and test a model of professionalization and social roles constructs.

The results revealed significant relationships between the three dimensions of professionalization and the two dimensions of social roles. Strong associations were found between institutionalization and external and internal social roles. Positive associations were found between specialization, as an indicator of professionalization, and internal and external social roles of public relations professionals. Results indicate that the greater the professionalization of the practice, the greater of the enactment of social roles of professionals.

Posted: November 18, 2015
Category: Research News
Tagged as: Gabriel Stephen, Institute for Public Relations, Juan-Carlos Molleda, Sarab Kochhar