ERIC Number: ED159684
Record Type: RIE
Publication Date: 1978-Aug
Differential Effects of Professionalism and Social Responsibility in Public Relations.
Wright, Donald K.
Questionnaires were sent to 306 public relations counselors in Texas to discover if professionalism is a contributory cause of social responsibility in public relations, if the presence or absence of professionalism increases the likelihood that social responsibility will occur, and the conditions, if any, under which professionalism contributes to social responsibility in the performance of public relations services. The professional orientation levels of the 143 respondents were established by application of a 24-item professional-orientation index. A ten-item scale was used to obtain levels of social responsibility. Respondents were then classified into three categories (high, medium, and low) relating to their professional orientation, and into three similar categories regarding their social responsibility orientation. Results indicated that professionalism and social responsibility are not the same thing in public relations. It is possible to be a professional without being very socially responsible, and some socially responsible public relations people are not very professional. On the basis of the study, it is not possible to claim that one of these conditions is a contributing cause of the other. Indeed, professionalism and social responsibility are intangible concepts and are difficult to measure. (FL)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washingtion, August 13-16, 1978)