The body of knowledge of public relations is growing and thus, provides excellent opportunities to develop the profession. However, the practice of public relations is varied and many PR practitioners are confused about their role, job description and position ? their professional identity. This book presents what affects Finnish PR practitioners? professional identity and how it is formed. A four-level framework describes organisation, profession, society and practitioner as the factors affecting the construction of professional identity. When forming their professional identity, practitioners often face conflicting pressures. This is due to the contradictory perceptions and expectations imposed on them. By helping PR practitioners to promote their professional identity, not only is their development and motivation in their work supported but also the profession of public relations is outlined and its status strengthened. This book should be especially useful for students, teachers...
