Jamie Harrison

Public Relations Writing

Writing Sample: Position Paper
Created: March 27, 2014
Public Relations Licensing: From Practitioners and to Professionals
Beginning in the 1990s, the proposal to require a state-approved license for public
relations practitioners has been a fiercely debated issue both in and outside the field. Edward
Bernays, referred to as the father of public relations, approved the idea and fought vigorously
in hopes of creating a professional standard within the industry. In 1992, a public hearing in
Massachusetts addressed potential licensing with encouragement from Bernays, however the bill
was not accepted (The Museum of Public Relations, 2014). Over a decade later, the debate once
again gained momentum. With the support of Representative Wendell Watson, a bill for public
relations licensing, H.R. 1248 was proposed to the Oklahoma House of Representatives. The
University of Oklahomas Gaylord College of Journalism and Mass Communication supports the
efforts of Rep. Watson and encourages their students, faculty and community members to
promote industry-wide licensing.
The field of public relations is generally not viewed as a profession because it does not
meet four societal determining guidelines.

Requirements include a well-defined body of

scholarly knowledge, completion of a standardized course of study, certification by a state, and

an oversight by a state agency that has disciplinary powers over practitioners behaviors (Wylie,
1994). In order to achieve this professional status, we must first address the licensing process by
proposing a bill, such as H.B. 1248. Secondly, the field of public relations must gain support of
current practitioners to create strong influential voices in the debate. Lastly and most important,
educators, such as those at Gaylord College, must continue to cultivate the minds of future

practitioners toward standardized professionalism in their field. The young professionals entering
the work force are often overlooked when assessing this topic of debate. However, educators
play a key role in preparing the future generations of practitioners to aspire to the high standards
which may ultimately win the field the respect it craves and most often deserves (Sallot,
Cameron, & Weaver Lariscy, 1997, p. 198).
Formal licensing of public relations practitioners would not only officially define their
role, but it creates grounds for enforcement of ethical and professional standards (Forbes, 1986).
As of now, anyone who wanted to claim they are a public relations professional, can do so
without anyone challenging the title. This discredits those who have obtained pertinent
educational degrees or gone through accreditation processes through organizations such as the
Public Relations Society of America (PRSA) or by the Accrediting Council on Education in
Journalism and Mass Communications (ACEJMC). A bachelors degree in Public Relations or a
form of accreditation, while remarkable accomplishments, does not provide a uniform
expectation in how a practitioner conducts business. The general public isnt always swayed into
confidence by a framed college diploma or an accreditation certificate from an association they
may not be familiar with. In a study conducted in 1982 where 227 undergraduate students
compared trust levels accorded to four professions: PR, accounting, social work and sales, the
results stated that trust in public relations is still badly needed (Cameron, Sallot, & Weaver
Lariscy, 1996, p. 153) The industry can improve their overall reputation by creating the standards
that generate confidence with the public.
To license a profession is to protect the public. A uniform expectation for peers and
competitors benefits practitioners, but a professionalized standard is ultimately to protect their
clients. It is estimated that as high as one-third of the work force is directly involved in license

occupations, most of which tend to value expertise, traditions and politics (Cameron et al., 1996).
If a profession is state-licensed, they are held accountable by a higher authority. In the case of
public relations, the state government would have the power to enforce the guidelines of public
relations practices as they do with doctors, lawyers, and numerous other prestigious professions.
This includes revoking the license if the practitioner isnt upholding the values and ethics defined
in the definition of the profession.
The primary argument against licensing is that public relations practitioners do not want
the government to oversee a business that they know nothing about. Many others feel it would be
an infringement on the First Amendment right to the freedom of speech. A state-regulated test for
licensing, such is the case for doctors, is done in the name of the state but conducted by state
doctors and peers who know the field (Wylie, 1994). As would be the case for public relations,
an association with approved ethics and guidelines would oversee the examinations, such as
PRSA or ACEJMC. Licensing will allow public relations professionals to conduct business as
usual, but it would restrain uncertified individuals from claiming the title of licensed public
relations practitioner (Forbes, 1986). Those that drastically oppose the idea are often already
established in the public relations industry and view it as a step backwards after years of practice.
To protect the future of the field, focus must remain on upcoming generations to create the
standard, rather than battle those who oppose change at the expense of the industrys reputation.
In one national survey, public relations practitioners were found to be more prestigious
than average across 740 professions studied, but were ranked far below another professional
groups, such as lawyers (Sallot, 2002). They key difference in this example is the license
required to practice and the enforceable ethics and guidelines that accompany the license.
Standards for the field of public relations will create stronger trust and loyalty with the public

and minimize the potential for unqualified individuals to tarnish the industry. Many of those who
currently practice will excel at the proposed licensing exam, while the process will weed out
those who oppose it due to their own inadequacies. In addition, the professionals will be able to
continue to conduct business as normal without government interference unless disciplinary
actions are required for unethical practices.
Gaylord College at the University of Oklahoma holds tremendous pride for the caliber of
public relations students who graduate each year. To ensure the future generations enter a
respected industry where their ethical values will not be challenged by the variety of practitioners
in the field today, Gaylord College supports H.B. 1248. Rep. Wendell Watson is set to speak on
the topic of licensing for public relations on Friday, March 21 at 7 p.m. in the Gaylord College
auditorium. The event is open to the public and features additional speakers from prestigious
agencies in Oklahoma, such as Vann & Associates, Jones PR, and Saxum. A petition will be
available for supporters to sign and representatives can answer questions after the event. We
encourage everyone to learn more about H.B. 1248 to protect citizens and professionals alike
while creating a professional standard for the field of public relations.

References
Cameron, G.T., Sallot, L. M., & Weaver Lariscy, R. A. (1996). Developing standards of
professional performance in public relations. Public Relations Review, 22(1), 43-61.
Retrieved March 5, 2014, from
http://www.sciencedirect.com/science/article/pii/S0363811196900703
Forbes, P. (1986). Why licensing is an opportunity for public relations. Public Relations Review,
12(4), 9-11. Retrieved March 5, 2014, from
http://www.sciencedirect.com/science/article/pii/S0363811186800029
The Museum of Public Relations (2014, February 18). The Museum of Public Relations.
Retrieved March 5, 2014, from http://www.prmuseum.com/bernays/bernays_1990.html
Sallot, L. M. (2002). What the public thinks about public relations: An impression management
experiment. Journalism & Mass Communications Quarterly, 79(1), 150-171. Retrieved
March 5, 2014 from http://jmq.sagepub.com/content/79/1/150.short
Sallot, L. M., Cameron, G. T., & Weaver Lariscy, R. A. (1997). Professional standards in public
relations: A survey of educators. Public Relations Review, 23(3), 197-216. Retrieved
March 5, 2014, from
http://www.sciencedirect.com/science/article/pii/S0363811197900321
Wylie, F. W. (1994). Commentary: Public relations is not yet a profession. Public Relations
Review, 20(1), 1-3. Retrieved March 5, 2014, from
http://www.sciencedirect.com/science/article/pii/0363811194901090