1 Centre for Corporate Communication, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Language and Business Communication, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management - Nobelparken, Aarhus BSS, Aarhus University4 Department of Management - Nobelparken, Aarhus BSS, Aarhus University
Italian Public Relations and the Role of Credibility and Professionalism
The aim of this paper is to revise recent discussions on the need for institutionalization of public relations in Italy by presenting different conceptual claims against the need for this postulation. Through critical argumentative discourse I will show how the question of institutionalization within the Italian PR context is rather difficult to put forward at the current stage of Italian PR development, since other problems related with professional credibility and professionalism are still unsolved. In this paper I intend to discuss the impact of credibility and professionalism on the process of professional recognition of Italian public relations and on its institutionalization by referring to the results of a qualitative and quantitative investigation about Italian PR practitioners' opinions on the perceived need and possible means for regulating PR profession and on the role of professional PR codes of ethics.
Proceedings of the 12th Annual International Public Relations Research Conference: Research That Matters To the Practice, 2009, p. 650-666
public relations; institutionalization; credibility; professionalism; ethics; Italy
Main Research Area:
the 12th Annual International Public Relations Research Conference, "Research that Supports & Advance the Practice", 2009