Accredited vs. non-accredited: The polarization of practitioners in the public relations profession

Characteristics of a profession include standardized education grounded in a theory-based body of knowledge, professional associations, codes of ethics, accountability and public recognition, as well as accreditation or certification. This study found that accredited and non-accredited practitioners differ significantly on a range of demographic and job-related variables, including gender, age, years of experience, education levels, employing organization type, reporting relationships, professional competencies, and salary levels. This apparent polarization of practitioners cannot be beneficial for public relations as the field continues to strive toward professionalism.

► Accredited and non-accredited practitioners differ significantly on a range of demographic and job-related variables.
► Accredited practitioners are older, have more years of experience, and have higher education levels than do non-accredited practitioners.
► Accredited practitioners report to higher levels of management and earn more money than do non-accredited practitioners.
► Accredited practitioners engage more frequently in the strategic planning process and in public relations ethics and legal issues than do non-accredited practitioners.