The evolving role of public relations in Ireland

Abstract

Purpose

The nature of the international corporate public relations function is the substance of ongoing debate by both leading public relations academics and practitioners, with the predominant body of literature advocating public relations as a management rather than a line function. This ongoing debate formed the basis of a 1993 exploration of public relations as a management function within Irish companies, which concluded that public relations was a line rather than management function at that time. In light of changes in the intervening decade, this article aims to assess the evolution of public relations practice to date.

Design/methodology/approach

This paper presents the results of longitudinal research undertaken in 2003, replicating the 1993 study with the original participant companies, addressing seven key prerequisites identified from literature in the classification of public relations as a management function.

Findings

Based on an exploration of these prerequisites the paper concludes that the public relations function in the companies surveyed is now a management function.

Research limitations/implications

The research undertaken illustrates further possibilities in longitudinal research with the same companies in addition to illuminating the wider possibilities in both public relations practitioner and function research. Furthermore, qualitative research adopting either a case study or depth interview methodology would add greater understanding the nature, development and complexities of public relations in Irish companies.

Practical implications

The paper notes the progression of public relations from a line to a management function. This progression will have implications for the education and management of the public relations practitioner and the positioning of the function within organisations.

Originality/value

The paper depicts a longitudinal study of public relations in Ireland. The paper is of value to both academics and practitioners in benchmarking the progression of public relations.

Citation

O'Dwyer, M. (2005), "The evolving role of public relations in Ireland", European Journal of Marketing, Vol. 39 No. 7/8, pp. 809-820. https://doi.org/10.1108/03090560510601770