Revisiting Public Relations Profession in India: A Systematic Literature Review

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2022-05-12 DOI:10.1177/09732586221095311
S. K. Sahoo, Suresh Chandra Nayak
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Abstract

The public relations (PR) industry in India is a multi-billion industry, and various global and national players are part of it. This article, by analysing the existing literature in this field, aims to understand the current state of the profession in India and identify possible issues and challenges. Based on a systematic literature review, 95 published academic works were identified from academic databases. Of 95, 27 were selected for analysis to answer the research questions and identify research gaps in the field. The study finds that although PR practice had a firm footing in the pre-independence era, progress was seen after 1947, especially with initial support from the government and public sector organisations. The profession is still evolving and has much scope for development. Poor reputation of the profession, scarcity of talent, limited scope for professional education and training, lack of measurement methods to demonstrate its value and competing for public and private sector philosophies pose a serious challenge to its growth. The study offers valuable insights for the practitioners and researchers and suggests future research areas to improve the professional discipline.
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重新审视印度公共关系职业:一个系统的文献综述
印度的公共关系(PR)行业是一个数十亿美元的行业,各种全球性和全国性的参与者都是其中的一部分。本文通过分析该领域的现有文献,旨在了解印度该行业的现状,并确定可能存在的问题和挑战。在系统文献综述的基础上,从学术数据库中筛选出95篇已发表的学术著作。在95份问卷中,选取27份问卷进行分析,以回答研究问题并找出该领域的研究空白。研究发现,尽管公关实践在独立前有坚实的基础,但1947年之后出现了进步,特别是在政府和公共部门组织的最初支持下。这一职业仍在不断发展,还有很大的发展空间。该专业声誉不佳、人才稀缺、专业教育和培训范围有限、缺乏证明其价值的衡量方法以及对公共和私营部门理念的竞争,对其发展构成了严重挑战。本研究为实践者和研究者提供了有价值的见解,并提出了未来的研究领域,以完善专业学科。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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