Perceived professional standards and roles of public relations in China: Through the lens of Chinese public relations practitioners

As the first quantitative examination of perceived public relations professional standards in China using an online survey, this study was designed based on the standards of professional standards inventory Cameron, Sallot, & Lariscy (1996) constructed and tested among practitioners in the U.S. The survey results suggest six dimensions of perceived standards of professional performance: (1) role and function in organizational strategic planning, (2) sufficiency in professional training and preparedness, (3) gender and racial equity, (4) situational constraints, (5) licensing and organizational support, and (6) participation in the organizational decision-making team. Four dimensions of public relations roles were also identified by the survey participants: (1) brand promotion facilitator, (2) public information specialist, (3) media relations counsel, and (4) conflict management expert. Primary practice area was found to affect how Chinese practitioners perceive the six clusters of professional standards and the four identified public relations roles. These findings provide insights for both practitioners and researchers on how Chinese public relations practitioners view public relations as a profession and how the profession currently holds its professional standards in China.

► Chinese practitioners perceive public plays a key role and function in organizational strategic planning.
► Professional training and preparedness, licensing and organizational support, and in organizational decision-making team are viewed as key measures of professional performance.
► Chinese practitioners function in their organizations as brand promotion facilitator, public information specialist, media relations counsel, or conflict management expert.
► Chinese practitioners mainly focusing on consumer relations put significantly more value on the key role and function of public relations in organizational strategic planning, compared to those primarily handling media relations.