Models of Professionalism in the PR Industry

Models of Professionalism in the PR IndustryProfessionalism is an attempt to translate one tell of scarce resources, specialist association and skills into social and economic rewards (Larson, 1977). It is describes as a sphere of expertise and identifying level of practice and competencies among normal relations practitioners which has been developed for over hundreds years ago in our society. Different in the public eye(predicate) congenators (PR) associations shall practice different forms of code ethics. For example most of PR associations adopted Code of Athens while others have their suffer code of ethics as guidelines. In accordance to Br receive (1986), he defined ethics as a set of fosters that establishes the criteria by which dispense will be judged. Ethics also argon culture-bound and therefore create some difficulties for global charitable beings relations practice. Thus, Code of Ethics is a conventional statement of an organisations values on authentic ethic al and social issues.The famous four models that influence the contemporary common relation theories of practice were adapted from Grunig and Hunts (1984). They comprised of Public agentry /publicity that was used to draw attention to an event. A two- demeanor asymmetric will overlay with the feedback from the public by providing persuasive communication. Whereas a two way symmetric is mutual understandings between the public and organisation that was built through dialogue, listening and understanding. Other theories discussed are the systems theory that supported to explain and predict organisation behaviours and constituent of PR role to the entity as whole. A situational theory is a tools to categorise publics perceptions of a situation and their subsequent behaviour and agenda setting theory discussed almost the media and the way news is selected by media outlets for consumption by the public (Sheehan Xavier 2009).PR practitioner are demanded to be ethical as they go pro fessed(prenominal). According to Seithel (1997), PR practitioner must be honest and trustworthy to cater the needs of the public and individual organisation in order to protect those who entrust their nearly being to the professed(prenominal) (try to rephrase the sentence- vague). They also need to protect their profession values and commit themselves to uphold the profession by honouring its obligation and values. In order to quantify professionalism, PR practitioner should demonstrate their skills on manipulation special tasks. Professionalism are divided into three categories. First, it is an act to serve the best interest of leaf node and public, Utility of vagueness (Kultgen,1988) which contributes to the ideological use of functionalist models in the struggle for status. Secondly, it acts as an ideology of advocacy (Simon, 1978) where professional is neutral and detached from the clients purposes and also create an aggressive fancier of the client working to advance the c lients needs. Finally, they denote a right that the public possesses by virtue of being the primary, generic unit in society. It is also denotes a benefit(s) from publics relationship with other units to insure the well-being of society as a whole.(nda ku paham) However as Bayles (1981) states not all responsibilities are those of individual professionals. Some are responsibilities of a profession as a whole and cannot be reduced to obligations of individual professionals.The use of professionalism normally linked in PR field with the mirror image of the need to emend occupational standing- body of knowledge, ethics and certification to understand the defining characteristics of profession (Cutlip, Center Broom, 1994, pp.129-163 Grunig Hunt, 1984,pp. 66-69 Wylie, 1994). This is to improve the effectiveness of public relations as well as their image of presentation. But how? Any examplesFor example, Institute of Public Relation in Malaysia does not belong to individual profession al Public relations practitioner but its portals who desire the systematic, organized growth and teaching of Public Relations as a profession, who contribute positively to the nations continuous growth and development in all spheres of human endeavours. This was subjected due to the different culture backgrounds and races in Malaysia. The main objective of Institute of Public Relation in Malaysia is to enhance professionalisms among public relations practitioners in Malaysia. To be more particular(prenominal), the objectives of Institute of Public Relation in Malaysia are- 1.Supports research and other educational activities in public relations. 2.Giving advice and tin entropy and create opportunities for discussions on all aspects of public relation activities. 3.To promote the understanding, development and recognition of public relations. 4.To established and prescribe standards of professional and ethical give birth and ensure the observance of those standards. 5.To encoura ge the attainment of professional academic qualification. 6.To nurture, promote and maintain contacts with public relation practitioners. The Institute of Public Relation in Malaysia (IPRM) has its own code of ethics to manage the practice of Public Relations in Malaysia. Public Relations practitioners in Malaysia are governed in two ways, firstly by the Code of Professional Conduct (Code of Athens) which was enforced by the institute of Public Relations Malaysia. Any negligence they can be fined and deregistered. Secondly, it is governed by the law of the untaught where Public Relations practitioner can be sued or imprisoned for any offences committed under the law of the country such as notion Presses and Publication Act 1984, Seditition Act 1948, Defamation Act 1957, Copyright Act 1987 and Internal Security act 1960, revised in 1972.Institute of Public Relation in Malaysia Code of Ethics was adapted from the Code of Athens where all mappingicles should- 1.Conduct professional activities with respect for the public interest 2.Shall at all timedeal fairly and honestly with his client or employers, past and present, with fellow members and with the general public 3.Shall not intentionally disseminate false or misleading information maintain truth, accuracy and good taste. 4.Shall not engage in any practices which tend to corrupt the integrity of channels of public communication. 5.Shall not create or use of any organisation purporting to serve some announced causebut actually promoting a special private interest of a member or his client or his employer which is not apparent 6.Shall safeguards the confidence of both present and formers clients and employers. Shall not disclose confidential information. 7.Shall not represent conflicting or competing interest 8.Shall not accept fees, commission or any other valuable consideration from anyone either than his client or employer. 9.Shall not attract byplay unfairly 10.Shall not purpose to prospective client or employer that his fee or other compensation to be contingent on the achievement of certain result. 11.Shall not intentionally injure the profession reputation or practice of another member 12.Shall not engaged in or be machine-accessible with any occupation or trade which is not consistent with membership of the institute. 13.Shall not seek to supplant another member with his/her employer or client, no shall he/she encroach upon the professional employment of another member unless both parties are assured that there is no conflict of interest involved. 14.Shall corporate with fellow members in upholding and enforcing the code.In Malaysia, system theory of public relations and strategy strengthen the concepts of public relations management in Malaysia. System theory (general system theory) is widely being applied to the field of public relation in order to explain and predict the organisational behaviours and explain how the public relations role contributes to the entity as a wh ole (Sheehan and Xavier, 2009). With the application of system theory, professional can play their adaptive roles in shaping the standards of professionalism based on the concept of adjustment and adaptation of public relations. It is important in creating transparency of the organisations to their environment. Professional public relations practitioners should be able to respond to the dynamic real world, especially in competitive business environment (Cutlip et al., 2000 Cornelissen, 2004167) For example, case study done by Zulhamri Abdullah and Therry ThreadgoldWaste Management Company, CEOs stated that Unlike multinational companies which are taking a great touch over public relations as they have gone up and down, but some Malaysian companies have not really exposed to utmost competition and being having good at all time. Malaysian CEOs must be more agile and competitive. Communication is very important for a bon ton to be appeared as the best company. This can be done by co mmunicating and engaging your business with external stakeholders. Thats why we invest in PR to be seen by our stakeholders. A real PR practitioner must be able to influence a CEOs thinking and judgement. Here, PR is a part of top management committee.This statement shows the importance of the role of PR in the company and how the CEOs trust the PR ideas and judgement towards decision- making. Good communication skills will help the PR to exploit the business deals with internal and external stakeholders. In order to realise this vision, the development of PR knowledge is important towards the professionalism in the field. For nurturing real professionals and improve level of competencies among PR fraternity, it will take a long process. A lack of talent, skills and competency among PR practitioners are the most critical issues faced by the organisations/sectors. Accreditation is an important requirement in professionalization of PR practice which is based on voluntary rather than a n imposed mandatory system. It should be more commission on providing technical and managerial knowledge and skills which is more complex and sophisticated.Social responsibility was the aim of IPRM and other PR Institute, in order to proof occupations value to the society by giving or putting facts which can be supported by the truth. Organisation in democratic societies exists with consent of the public so it is a must for the organisation to be socially responsible. There are some advantages and disadvantages of socially responsible PR. The advantages are by helping them to improve their professional practice through codifying and enforcing ethical conduct and standards of performance, stressing the need of the public. Also they serves the public interest by discussing the view articulate in the forum and to promote human welfare by helping social system to adapt the changing needs and environments.Whereas as a drawback, PR gains advantages for and promote special interest, somet imes at the cost of the public well being, strangled the channels of communication that confuses, and also corrodes the channel of communication with the cynicism and credibility gap.As conclusions, in order to be professional Public Relations practitioner, he/she must abide the code of ethics which have been provided by their organisations. They also should be trustworthy in handling specific task in order to gain trust from clients and the public itself. The level of skills to be professional will be judged through their expertise on handling the tasks given. ( dang ur conclusion not good enuf lah write more.. kalo boleh support with any statement)ReferencesAbdullah Z. Threadgold T. Towards the Professionalisation of Public relations in Malaysia Perception Management and Strategy Development. (accessed run across 16/08/09)Barlett, J., Twyoniak, S. Hatcher, C. 2007. Public relations professional practice and the institutionalisation of CSR. Journal of Communication management, 1 1, 4, 281-99.Bivins, T. 1993. Public Relations, Professionalism, and the public interest. Journal of Business Ethics, Feb, 12, 2.Cornelissen, J.P. 2004. Corporate Communication Theory and Practice. capital of the United Kingdom Saga Publication.Cutlip, S.M., Center, A.H broom, G.M. 2000. Effective Public Relations. London Prentice Hall International, Inc.Institute of Public Relation in Malaysia.2009. Code of Ethics. http//www.iprm.org.my/index.php/code-of-athens/english-version (accessed date 16/08/09)Johnston J Zawawi C (eds), 2004, Public Relations Theory and Practice , 2nd edn, Allen and Unwin, Crows nest, NSWPieczka M. and LEtang J. 2006. Public relations and the question of professionalism, in LEtang and Pieczka (eds). Public Relations Critical Debates and Contemporary Practice.Mahwah NJ Lawrence Erlbaum, 265-78Sheehan M. Xavier R. (eds) 2009, Public Relations Campaigns, 1st edn, Copyright Agency Limited, Sydney NSW.