Date Approved

6-9-1999

Embargo Period

8-1-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Sparks, Suzanne

Subject(s)

Journalists--Professional ethics; Public relations consultants--Professional ethics

Disciplines

Public Relations and Advertising

Abstract

This study determined how both the media and public relations practitioners perceived professional standards in the public relations field and how these perceptions could be changed. This study required the use of abstracting systems, the Internet, databases, journals and periodicals, in-depth interviews and e-mail surveys. Five in-depth interviews with journalists along with five in-depth interviews with public relations practitioners provided the information needed to create the survey instrument. Both journalists and public relations practitioners provided 99 responses to the survey. Data analysis included t-tests and a factor analysis. The study proved that the media view the professional standards within the public relations field as insufficient. The study also proved that public relations practitioners disagree about professional standards within their field.

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