{"title":"Revisiting Public Relations Profession in India: A Systematic Literature Review","authors":"S. K. Sahoo, Suresh Chandra Nayak","doi":"10.1177/09732586221095311","DOIUrl":null,"url":null,"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.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586221095311","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
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.
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.