The Public Relations Profession as Discursive Boundary Work

Public relations (PR) has spent more than a century as a professional project, marked by a struggle with adjacent professional fields for market control, social closure and elite status. However, the wider literature on professionalisation lacks a systematic account of how professions discursively construct their boundaries, or how differences in field position can influence a profession’s use of discursive strategies to defend or contest its boundaries. This matters for the deepening of PR scholarship, since an effective exploration of the PR profession must include studies of PR’s jurisdictions and its jurisdictional disputes. This article introduces into PR theory, a discourse analytical framework for deconstructing boundary work between PR and adjacent professions. The discourse framework, and accompanying discussion, answers the call to dismantle silo thinking about PR activity, through a methodology designed to examine PR’s intersections with other fields.