The professionalism debate in South African public relations

Professionalism is a contentious topic in journals serving a wide range of disciplines, both internationally and in South Africa. However, there is seldom concrete empirical research into professionalism-which limits the usefulness of this debate. In response, the present study empirically investigates the perceptions of South African public relations (PR) practitioners regarding professionalism. The questionnaire-based survey shows that the professionalism problem for PR practitioners in South Africa is twofold. Firstly, the South African PR governing body has not taken ownership of the issues regarding professionalism amongst its members. Secondly, practitioners themselves are making little effort to professionalize their activities. Both parties agree on the importance of professionalization, but claim that the onus is on the other party to promote it. This situation is untenable: professionalization should be actively encouraged so as to maximize the impact of the PR profession in South Africa. (C) 2008 Elsevier Inc. All rights reserved.