PR Professionals in Public and in Private Institutions: Cooperation or Conflict?

Mariana Cernicova () and Adina Palea ()
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Mariana Cernicova: Politehnica University of Timisoara
Adina Palea: Politehnica University of Timisoara

Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, 2014, issue 4, 25-31

Abstract: Current professional literature and field observations highlight the importance of pursuing in-depth analyses of PR practices such as they are developed in specific areas of social activities: in public institutions, in the private sector and by nongovernmental organizations. The present paper looks into the perceptions PR practitioners have within the guild, especially when taking into account the publicprivate sectors interaction. The research questions arose during focus group interviews aiming to discern the subtle elements which underpin the professional identity of PR practitioners in the 21st century Romania. The analysis reveals a gap between the practitioners from the two selected areas and a distrust regarding the capacity of the public sector practitioners to enjoy success in devoting their professional life to building a PR career. The article proposes solutions in order to strengthen the cohesion within the PR industry in Romania and to improve the general perceptions in this guild-to-be. Such efforts can generate favorable trends towards building the professional identity of Romanian PR practitioners and also would contribute to improving the status of these professionals on the domestic, but also in the international arena.

Keywords: PR profession; public opinion; cooperation; conflict; focus-groups (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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