Agents of conscience, control and/or compliance: The roles of Australian public relations practitioners in organizational value-setting

Sison, M 2006, 'Agents of conscience, control and/or compliance: The roles of Australian public relations practitioners in organizational value-setting', in Empowerment, Creativity and Innovation: Challenging Media and Communication in the 21st Century, Adelaide, Australia, 4-7 July 2006.


Document type: Conference Paper
Collection: Conference Papers

Title Agents of conscience, control and/or compliance: The roles of Australian public relations practitioners in organizational value-setting
Author(s) Sison, M
Year 2006
Conference name Australian and New Zeland Communication Association International Conference 2006: Empowerment, Creativity and Innovation: Challenging Media and Communication in the21st Century
Conference location Adelaide, Australia
Conference dates 4-7 July 2006
Proceedings title Empowerment, Creativity and Innovation: Challenging Media and Communication in the 21st Century
Publisher Australia and New Zealand Communication Association
Place of publication Adelaide, Australia
Abstract The research explored the roles enacted by 30 Australian public relations and communication practitioners of 26 large organizations in the organizational value-setting process. Using a multifocal lens comprising the systems/functionalist, rhetorical/interpretive, and critical/dialectical perspectives, the research looks at role theory as a means of understanding individual and organizational values. The research reveals three agency roles enacted by practitioners namely--agent of conscience, agent of control and an agent of compliance. This paper argues towards a practitioner role as an agent of critical conscience and discusses the implications of this role for education and industry.
Subjects Communication and Media Studies not elsewhere classified
Keyword(s) public relations roles
ethics
organizational values
Copyright notice © 2006 The Author(s), ANZCA and the University of Adelaide
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