Identifying the norms of professional practice: Reviewing PRSA's Silver Anvil award-winning campaigns

This study uses content analysis of 420 Public Relations Society of America Silver Anvil award-winning campaigns to assess how well the ROPES process of campaign management has been institutionalized into the public relations industry. By analyzing 42 years of award-winning campaigns, the research found notable trends in relation to the research practices, goal and objective planning, strategy design and implementation, campaign evaluation, and on-going efforts to cultivate relationships with stakeholders. These trends are discussed in relation to the continued struggles of public relations educators to professionalize the industry and move away from stereotypes as publicity seekers and special event planners. (C) 2012 Elsevier Inc. All rights reserved.