SlideShare a Scribd company logo
Public Relations Credentialing in Practice:
Exploring Professionalism, Ethics and Certification in a
Regional Market
Kristin Legere
PRL 605 Public Relations Theory
S.I. Newhouse School of Public Communications
Syracuse University
December 13, 2014
BACKGROUND/THEORIES
 Debate on the merits of mandatory
vs. voluntary credentialing continues
 The Excellence Theory
 Strategic Communications
Management
 Professionalism
 Ethics
 Case study explores influence on
career development in a smaller
regional market
RESEARCH QUESTIONS
 With so many varying views on the value of
credentialing, how does it impact a regional
practitioner?
 RQ1: How and to what extent do practitioners pursue
credentialing and how does voluntary certification
impact their career path?
 RQ2: How and to what extent do practitioners view
credentialing as a component of professionalism and
ethical practice?
 RQ3: How and to what extent would mandatory
credentialing (licensing) resolve the professional image
and ethical issues surrounding PR practice?
FINDINGS
 Credentialing is important to the profession’s
status
 It can serve as a good reminder to do things
ethically but most likely does not make a
practitioner more ethical
 Certification has the ability to enhance a
practitioner’s image and can have a tangible
career impact
 Some practitioners would be open to licensing
 Study limitations included:
 Bad record keeping; the number of interviews
conducted; bias of interviewer
APPLICATION TO PROFESSION
 Many challenges to overcome to make
credentialing work
 Profession encompassing talented communicators
continues to face image and awareness issues
 Gaining more buy-in from professionals for
credentialing programs could make a difference
FUTURE RESEARCH/LEARNINGS
 Research could be expanded to other states,
regions, even globally
 Further exploration could include:
 The role of professionalism and ethics
 Credentialing vs. higher education
 Raising awareness of credentialing outside of the
profession?

More Related Content

Similar to Kristin legereprl605casestudypresentation

DialogueAboutSupervision
DialogueAboutSupervisionDialogueAboutSupervision
DialogueAboutSupervision
Barry Duncan
 
Nursing Leader Organizational.docx
Nursing Leader Organizational.docxNursing Leader Organizational.docx
Nursing Leader Organizational.docx
stirlingvwriters
 
15 Reasons Why Assessment is Key in Executive Selection
15 Reasons Why Assessment is Key in Executive Selection15 Reasons Why Assessment is Key in Executive Selection
15 Reasons Why Assessment is Key in Executive Selection
Chuck Detling
 
Spencer Stuart IFAC Presentation.pdf
Spencer Stuart IFAC Presentation.pdfSpencer Stuart IFAC Presentation.pdf
Spencer Stuart IFAC Presentation.pdf
International Federation of Accountants
 
Case Study: Continuing Professional Development in Specialist Medical College...
Case Study: Continuing Professional Development in Specialist Medical College...Case Study: Continuing Professional Development in Specialist Medical College...
Case Study: Continuing Professional Development in Specialist Medical College...
WileyProLearn
 
July 2016 STRATEGIC FINANCE 17 Career Center’s Ten Tip.docx
July 2016  STRATEGIC FINANCE  17 Career Center’s Ten Tip.docxJuly 2016  STRATEGIC FINANCE  17 Career Center’s Ten Tip.docx
July 2016 STRATEGIC FINANCE 17 Career Center’s Ten Tip.docx
croysierkathey
 
c h a p t e r8 Professional Competence and TrainingIntroductio
c h a p t e r8 Professional Competence and TrainingIntroductioc h a p t e r8 Professional Competence and TrainingIntroductio
c h a p t e r8 Professional Competence and TrainingIntroductio
TawnaDelatorrejs
 
Transforming Quality Through Leadership
Transforming Quality Through LeadershipTransforming Quality Through Leadership
Transforming Quality Through Leadership
NHSScotlandEvent
 
Competency based hr management
Competency based hr managementCompetency based hr management
Competency based hr management
Yodhia Antariksa
 
Slide share posted 5 27 Victor Bure
Slide share posted 5 27 Victor BureSlide share posted 5 27 Victor Bure
Slide share posted 5 27 Victor Bure
Victor Burke
 
Why Hirean Apr (1)
Why Hirean Apr (1)Why Hirean Apr (1)
Why Hirean Apr (1)
bethokun
 
C3 d3 becoming an effective supervisor
C3 d3 becoming an effective supervisorC3 d3 becoming an effective supervisor
C3 d3 becoming an effective supervisorocasiconference
 
This is the book and i am trying to attach the missing pages.   ht.docx
This is the book and i am trying to attach the missing pages.   ht.docxThis is the book and i am trying to attach the missing pages.   ht.docx
This is the book and i am trying to attach the missing pages.   ht.docx
MARK547399
 
LPC Managing Differences and Difficult Populations
LPC Managing Differences and Difficult PopulationsLPC Managing Differences and Difficult Populations
LPC Managing Differences and Difficult Populations
Glenn Duncan
 
booklet-final_v3-web
booklet-final_v3-webbooklet-final_v3-web
booklet-final_v3-webElena Fatisi
 
Accredited in Public Relations (APR): Does it serve its purpose?
Accredited in Public Relations (APR): Does it serve its purpose?Accredited in Public Relations (APR): Does it serve its purpose?
Accredited in Public Relations (APR): Does it serve its purpose?PRSANational
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
Savinay Patlolla
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
Savinay Patlolla
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
Vishal Yadav
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
Vishal Yadav
 

Similar to Kristin legereprl605casestudypresentation (20)

DialogueAboutSupervision
DialogueAboutSupervisionDialogueAboutSupervision
DialogueAboutSupervision
 
Nursing Leader Organizational.docx
Nursing Leader Organizational.docxNursing Leader Organizational.docx
Nursing Leader Organizational.docx
 
15 Reasons Why Assessment is Key in Executive Selection
15 Reasons Why Assessment is Key in Executive Selection15 Reasons Why Assessment is Key in Executive Selection
15 Reasons Why Assessment is Key in Executive Selection
 
Spencer Stuart IFAC Presentation.pdf
Spencer Stuart IFAC Presentation.pdfSpencer Stuart IFAC Presentation.pdf
Spencer Stuart IFAC Presentation.pdf
 
Case Study: Continuing Professional Development in Specialist Medical College...
Case Study: Continuing Professional Development in Specialist Medical College...Case Study: Continuing Professional Development in Specialist Medical College...
Case Study: Continuing Professional Development in Specialist Medical College...
 
July 2016 STRATEGIC FINANCE 17 Career Center’s Ten Tip.docx
July 2016  STRATEGIC FINANCE  17 Career Center’s Ten Tip.docxJuly 2016  STRATEGIC FINANCE  17 Career Center’s Ten Tip.docx
July 2016 STRATEGIC FINANCE 17 Career Center’s Ten Tip.docx
 
c h a p t e r8 Professional Competence and TrainingIntroductio
c h a p t e r8 Professional Competence and TrainingIntroductioc h a p t e r8 Professional Competence and TrainingIntroductio
c h a p t e r8 Professional Competence and TrainingIntroductio
 
Transforming Quality Through Leadership
Transforming Quality Through LeadershipTransforming Quality Through Leadership
Transforming Quality Through Leadership
 
Competency based hr management
Competency based hr managementCompetency based hr management
Competency based hr management
 
Slide share posted 5 27 Victor Bure
Slide share posted 5 27 Victor BureSlide share posted 5 27 Victor Bure
Slide share posted 5 27 Victor Bure
 
Why Hirean Apr (1)
Why Hirean Apr (1)Why Hirean Apr (1)
Why Hirean Apr (1)
 
C3 d3 becoming an effective supervisor
C3 d3 becoming an effective supervisorC3 d3 becoming an effective supervisor
C3 d3 becoming an effective supervisor
 
This is the book and i am trying to attach the missing pages.   ht.docx
This is the book and i am trying to attach the missing pages.   ht.docxThis is the book and i am trying to attach the missing pages.   ht.docx
This is the book and i am trying to attach the missing pages.   ht.docx
 
LPC Managing Differences and Difficult Populations
LPC Managing Differences and Difficult PopulationsLPC Managing Differences and Difficult Populations
LPC Managing Differences and Difficult Populations
 
booklet-final_v3-web
booklet-final_v3-webbooklet-final_v3-web
booklet-final_v3-web
 
Accredited in Public Relations (APR): Does it serve its purpose?
Accredited in Public Relations (APR): Does it serve its purpose?Accredited in Public Relations (APR): Does it serve its purpose?
Accredited in Public Relations (APR): Does it serve its purpose?
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
 
Essentials of a counsellor
 Essentials of a counsellor Essentials of a counsellor
Essentials of a counsellor
 

Recently uploaded

The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
GeoBlogs
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
EugeneSaldivar
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
EduSkills OECD
 
Supporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptxSupporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptx
Jisc
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
Special education needs
 
Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
Excellence Foundation for South Sudan
 
How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...
Jisc
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
Nguyen Thanh Tu Collection
 
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdfESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
Fundacja Rozwoju Społeczeństwa Przedsiębiorczego
 
Palestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptxPalestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptx
RaedMohamed3
 
Ethnobotany and Ethnopharmacology ......
Ethnobotany and Ethnopharmacology ......Ethnobotany and Ethnopharmacology ......
Ethnobotany and Ethnopharmacology ......
Ashokrao Mane college of Pharmacy Peth-Vadgaon
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
PedroFerreira53928
 
How to Make a Field invisible in Odoo 17
How to Make a Field invisible in Odoo 17How to Make a Field invisible in Odoo 17
How to Make a Field invisible in Odoo 17
Celine George
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
JosvitaDsouza2
 
Unit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdfUnit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdf
Thiyagu K
 
The approach at University of Liverpool.pptx
The approach at University of Liverpool.pptxThe approach at University of Liverpool.pptx
The approach at University of Liverpool.pptx
Jisc
 
Chapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptxChapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptx
Mohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
Vikramjit Singh
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
Delapenabediema
 
PART A. Introduction to Costumer Service
PART A. Introduction to Costumer ServicePART A. Introduction to Costumer Service
PART A. Introduction to Costumer Service
PedroFerreira53928
 

Recently uploaded (20)

The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
 
Supporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptxSupporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptx
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
 
Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
 
How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
 
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdfESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
 
Palestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptxPalestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptx
 
Ethnobotany and Ethnopharmacology ......
Ethnobotany and Ethnopharmacology ......Ethnobotany and Ethnopharmacology ......
Ethnobotany and Ethnopharmacology ......
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
 
How to Make a Field invisible in Odoo 17
How to Make a Field invisible in Odoo 17How to Make a Field invisible in Odoo 17
How to Make a Field invisible in Odoo 17
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
 
Unit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdfUnit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdf
 
The approach at University of Liverpool.pptx
The approach at University of Liverpool.pptxThe approach at University of Liverpool.pptx
The approach at University of Liverpool.pptx
 
Chapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptxChapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptx
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
 
PART A. Introduction to Costumer Service
PART A. Introduction to Costumer ServicePART A. Introduction to Costumer Service
PART A. Introduction to Costumer Service
 

Kristin legereprl605casestudypresentation

  • 1. Public Relations Credentialing in Practice: Exploring Professionalism, Ethics and Certification in a Regional Market Kristin Legere PRL 605 Public Relations Theory S.I. Newhouse School of Public Communications Syracuse University December 13, 2014
  • 2. BACKGROUND/THEORIES  Debate on the merits of mandatory vs. voluntary credentialing continues  The Excellence Theory  Strategic Communications Management  Professionalism  Ethics  Case study explores influence on career development in a smaller regional market
  • 3. RESEARCH QUESTIONS  With so many varying views on the value of credentialing, how does it impact a regional practitioner?  RQ1: How and to what extent do practitioners pursue credentialing and how does voluntary certification impact their career path?  RQ2: How and to what extent do practitioners view credentialing as a component of professionalism and ethical practice?  RQ3: How and to what extent would mandatory credentialing (licensing) resolve the professional image and ethical issues surrounding PR practice?
  • 4. FINDINGS  Credentialing is important to the profession’s status  It can serve as a good reminder to do things ethically but most likely does not make a practitioner more ethical  Certification has the ability to enhance a practitioner’s image and can have a tangible career impact  Some practitioners would be open to licensing  Study limitations included:  Bad record keeping; the number of interviews conducted; bias of interviewer
  • 5. APPLICATION TO PROFESSION  Many challenges to overcome to make credentialing work  Profession encompassing talented communicators continues to face image and awareness issues  Gaining more buy-in from professionals for credentialing programs could make a difference
  • 6. FUTURE RESEARCH/LEARNINGS  Research could be expanded to other states, regions, even globally  Further exploration could include:  The role of professionalism and ethics  Credentialing vs. higher education  Raising awareness of credentialing outside of the profession?

Editor's Notes

  1. This case study explores how credentialing of public relations practitioners in New York’s Capital Region impacts their role in strategic communications management, their career path as well as ethics and professionalism. Three public relations practitioners from the area shared their views on whether credentialing matters in a smaller regional market, to what extent they view credentialing as a component of professionalism and ethical practice, and the role credentialing plays in raising the industry image and the professional image of the practitioner.
  2. While the profession continues to grow, image issues persist Global Alliance announced in June 2014 that it would explore a global credential Current certifications in the U.S.: Accredited in Public Relations (APR) and ABC credential 
  3. To find out if credentialing impacts the public relations practitioner as part of the dominant coalition, professionalism, career trajectory, and ethics.