From PR Practitioner To PR Professional

Currently interning at a public relations consultancy, it is essential I actively remain aware that I am representing both myself, as well as the consultancy, at all times. To ensure I represent myself and the consultancy at a high standard, it is important I constantly maintain a high level of professionalism. Highly valued by myself and the consultancy, professionalism is “an attitude that motivates individuals to be attentive to the image and ideals of their particular profession.”[1]

Professionalism can be reflected by an individual in many ways, including in the way a person dresses, speaks to clients or colleagues, the level of values placed on ethics and the quality of work delivered. In 1996, Cameron et. al. identified several dimensions of professionalism. These included technical skills, salary levels, research competency, organisational status, ethical performance, education, gender and racial equality, and accreditation.[2] By highly valuing, and striving to employ these skills at a high standard in personal practice, public relations practitioners can truly call themselves professionals in the industry.

To simplify these numerous dimensions, a paper by Nigel De Bussy and Katharina Wolf identifies and categorises them into two main approaches of conceptualising professionalism - broadly social scientific perspective and roles undertaken by public relations practitioners.[3] As mentioned in my previous post Ethics in Public Relations, there is currently no universally accepted or regulated code of ethics for global or Australian Public Relations industry, making it difficult to determine the public relations practitioners role in fulfilling these approaches. To determine what constitutes a high level of standard in personal practice, practitioners can look to guides provided by the companies they work for if applicable or nationally recognised public relations industry leading organisations.

The Public Relations Institute of Australia (PRIA) has an Educational Framework for Public Relations Guide clearly outlines the importance of professionalism to the organisation, and supports this by offering numerous documentation discussing the importance of professionalism in the public relations industry.[4]

Similarly, the Public Relations Society of America (PRSA) recognise the importance of professionalism in the Public Relations industry by a Statement of Professional Values.[5] The statement reflects six professional values, advocacy, honesty, expertise, independence, loyalty and fairness as a means to guide public relations professionals in their behaviours and practices.

Using these values and guides as a reference in conjunction with the consultancy's Internet/Email Policy and Non-disclosure Agreement, I have been able to develop a clear understanding of the standard of professionalism expected of me during my internship. Every day I come dressed in appropriate business attire, show clients and colleagues the utmost respect, complete my work to the highest possible standard and uphold the consultancy's policies and values. By presenting myself in a professional manner and striving to complete my work to a professional standard, I hope to one day be recognised as not just a practitioner, but a professional in the public relations industry.


[1] VanZandt, C. (1990).Professionalism: a matter of personal initiative. Journal of Counseling & Development. 68: 243 - 245.

[2] Cameron, Glen T., Sallot, Lynne M., Lariscy, and Ruth Ann Weaver. Public Relations Review 22 (1): 43-61.

[3] De Bussy, Nigel; Wolf, Katharina. 2009.The state of Australian public relations: professionalisation and paradox. Public Relations Review, 35 (4): 376-381.

[4] Public Relations Institute of Australia Educational Framework. 2013. Professionalism and Standards. Public Relations Institute of Australia. Accessed September 18, http://www.pria.com.au/documents/item/6326.

[5] Public Relations Society of America (PRSA). 2014. Members Code of Ethics. Accessed September 18, http://www.prsa.org/aboutprsa/ethics/codeenglish.

Eva Niedzwiedz
16062423