Professionalizing Public Relations

This groundbreaking study offers new insights into public relations history with a focus on the changing relationship between women and public relations, the institutionalization of public relations education, and the significance of globalization in Australia in the second half of the twentieth century. Drawing on archival and interview research, it reveals how the industry’s professionalization led to the development of an occupational identity along national and gendered lines. It also challenges common misconceptions around the origins of public relations and women’s early contributions and careers. Adopting a critical approach, Professionalizing public relations avoids corporatist perspectives on the historical development of public relations by focusing on the processes of professionalization and their significance for gender and education, and by situating this study in a broader global context. The findings reveal dynamic and contested conceptualizations of public relations knowledge and expertise, and the significance of historical processes for contemporary understandings of the industry. 

• institutionalization
• Australia
• globalization
• occupational identity
• corporatist
• knowledge management
• corporate communication
• education
• public relations

“Kate Fitch’s historical analysis of public relations embraces a range of critical themes such as gender, colonialism, race and globalization that interpret and interrogate the empirical data. An acute sense of historiography pervades the text as does a sense of how history contributes to the identity of the public relations discipline, both academic and practice dimensions. This book will become a classic source, notable for its critical socio-cultural focus, its rich data and its wider theoretical contributions to discussions on public relations knowledge, professionalism and professionalization.” (Jacquie L’Etang, Queen Margaret University, UK)

• Murdoch University, Perth, Australia

  Kate Fitch

Kate Fitch is a senior lecturer and Academic Chair at Murdoch University, Australia. Her research interests include gender and public relations, promotional and popular culture, and public relations history. Prior to joining Murdoch University in 2001, Kate worked in public relations and management in arts, community and government sectors.

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