Abstract

Abstract: Purpose – To advance the cultural approach to public relations research and practice through linking societal culture and occupational culture of public relations to the communication practices of practitioners, in the aim of understanding the contribution made by public relations to the development of contemporary cultures. Design/methodology/approach – The discussion identifies some of the limitations of recent thinking regarding the nature public relations within a global context, particularly as regards professionalisation. An alternative framework for international research is then proposed – one which advocates understanding public relations as an occupational group and emphasises the need to recognise the role of public relations practitioners as agents, or “intermediaries” in the development of culture. Findings – Rather than focus on developing codes of practice, it is recommended that the public relations industry should establish its current functions and potential for meeting human needs within differing cultural contexts. Originality/value – The paper advocates a fresh approach to the debate surrounding international professionalisation of public relations.