The aim of this study is to explore Public Relations as a profession and define its role, usage and perceptions in the corporate environment of Azerbaijan. In order to make our research more specified we have come across interviews that will assist us direct our research.
The following paper represents a dissertation research paper that focuses on perceiving PR as a profession in Azerbaijan. The issues of how PR as a profession is perceived by practitioners, academics, the gaps in this field and the role of social media in PR in Azerbaijan are discussed in the literature review and the research questions are successfully answered. Concerning the methodology that is going to be carried out, a qualitative approach is suggested. 15 participants to the interviews are going to be involved in order to have actual data and the major geographical area in which the research is going to be concentrated on is Azerbaijan.
The following paper also represents the findings obtained from qualitative analysis used in this research, as well, demographic information from participants such as age, sex, education and etc.
The results from the interviews are discussed. The conclusions of the study and the recommendations for the future of the PR profession are given. The limitations of the study are also presented at the end of this paper.
Table of Contents
Chapter One - Introduction
1.1 Purpose of the study
1.2 Significance of the study
1.3 Research Methodology
1.4 Expected Results
1.5 Road Map of the Dissertation
Chapter 2-Literature Review
2.1 History of professional practice
2.2 Knowledge and practice in PR
2.2.1 What happens in knowledge and practice
2.2.2 The roles of Public Relations practitioners
2.3 The PR profession today
2.3.1 Perception of PR profession
2.3.2 The duties of PR professionals
2.3.3 Social Media in Public Relations
2.4 Chapter Summary
Chapter 3-Methodology
3.1 Research design
3.2 Qualitative method
3.2.1 In-depth interviews
3.2.2 Interview Process
3.2.3 Interview Guide
3.3 Sample
3.4 Data collection
3.4.1 Participant backgrounds
3.5 Data analysis
3.6 Ethics in research
3.6.1 Informed consent
3.6.2 Confidentiality
3.6.3 Information
3.7 Chapter Summary
Chapter 4-Presentation of Findings
4.1 Demographics
4.2 Discussion on findings
4.2.1 RQ1: How do practitioners and academics perceive the public relations profession in Azerbaijan
4.2.2 RQ2: What is the profile of a PR practitioner in Azerbaijan
4.2.3 What are the gaps in knowledge and profession covering Public Relations
4.2.4 What is the importance that PR has as a tool of Marketing and communication in companies
4.3 Results of Qualitative analysis
4.3.1 Analysis of Interviews with PR professionals (15 professionals in the companies of Azerbaijan)
4.4 Chapter Summary
Chapter 5-Conclusions and Recommendations
5.1 Conclusions
5.2 Recommendations
5.2.1 Education & Training
5.2.2 Start Communicating With Other People
5.2.3 Get Closer To The Public
5.2.4 Division Of The Different Departments
5.3 Limitations of the Study
5.3 Chapter Summary
Research Objectives and Themes
The primary aim of this research is to investigate Public Relations as a professional field within the Azerbaijani corporate environment, exploring how it is defined, utilized, and perceived by practitioners and academics, while identifying existing knowledge gaps.
- Examination of PR as a profession and its current status in Azerbaijan.
- Analysis of the profile, roles, and responsibilities of PR practitioners.
- Identification of educational and professional knowledge gaps in the local industry.
- Evaluation of social media as an essential tool for PR and communication strategies.
Excerpt from the Book
1. Introduction
Public Relations comes from Greek word meaning semantics which indicate attracting people to trust things or do things and this gives a good characterization of Public Relations.
Public relations is a sloganized name of the importance attached to a human being. A need towards specialized experts has increased nowadays along with the development of new technologies. Dozier (1989) claimed that new technologies may also help public relations practitioners do something they have already done or allow them do something entirely new. He also affirmed that new technologies could be more useful to managers or technicians, depending on what the new technology assists the practitioner do. Tools that are only helpful in developing communication are more useful to technicians, while tools that improve research facilities are more beneficial to managers. This is the reason why the reputation of Public Relations as a profession becomes more and more significant.
On the other hand, people have to build closer communication ties with each other in order to satisfy their economic, social and moral needs. Therefore, Public Relations have become a popular profession domestically and internationally.
But, PR as a profession is misunderstood in Azerbaijan. There are a lot of people who do not figure out what does PR mean, while others consider it as a profession of minor importance. There are some people said that PR and Press or PR and Marketing have the same responsibilities and the departments are not separated.
A lot has been said in the literature review about the status of PR as a profession, is it a profession or not. The most researchers agreed that PR is not a profession and the status is not yet good. Cameron et al. (1996) and Sallot et al. (1998) claimed that public relations is not yet a profession because there is no general agreement related to the specific standards of performance.
Summary of Chapters
Chapter One - Introduction: This chapter introduces the core subject, outlining the research objectives, the significance of analyzing PR in Azerbaijan, and the methodological approach.
Chapter 2-Literature Review: This section covers the historical development of PR, theoretical frameworks, and existing academic debates regarding the definition and standards of the profession.
Chapter 3-Methodology: The chapter details the qualitative research design, specifically the use of in-depth semi-structured interviews with 15 professionals to gather empirical data.
Chapter 4-Presentation of Findings: This part presents the demographic profile of the participants and discusses the research findings related to the perception, role, and usage of PR in Azerbaijan.
Chapter 5-Conclusions and Recommendations: The final chapter synthesizes the results, offering practical recommendations for enhancing PR education, training, and departmental structure within Azerbaijani organizations.
Keywords
Azerbaijan, Public Relations, PR profession, research, interviews, corporate communication, perception, education, professional development, social media, marketing, qualitative analysis.
Frequently Asked Questions
What is the core focus of this dissertation?
The dissertation examines the status of Public Relations as a profession in Azerbaijan, specifically focusing on how it is perceived, what roles practitioners fulfill, and how it is utilized in the corporate sector.
What are the central thematic areas discussed?
Key themes include the history of PR, the professional standards required for PR to be recognized as a distinct discipline, the influence of education on practice, and the strategic role of social media.
What is the primary research goal?
The primary goal is to define the current state of PR in Azerbaijan and to identify the specific gaps in knowledge and practice that hinder the profession's growth and reputation.
Which methodology was employed in this study?
The study utilizes a qualitative approach, consisting of semi-structured, in-depth interviews with 15 PR professionals working in various private and governmental organizations in Azerbaijan.
What topics are covered in the main body of the work?
The body covers a comprehensive literature review on PR history and standards, the methodology of data collection, a presentation of qualitative findings based on participant responses, and a discussion of key issues like professional training.
Which keywords best characterize the research?
The work is characterized by terms such as Azerbaijan, PR profession, professional perception, qualitative research, and communication strategy.
What specific challenges do PR practitioners in Azerbaijan face according to the findings?
The findings indicate a lack of specialized education, confusion between PR, marketing, and press roles, and a general misunderstanding of PR as a strategic management function.
How does this study suggest improving the PR profession locally?
The study recommends formalizing education through specialized training courses, inviting international experts for knowledge sharing, and restructuring corporate departments to separate PR from other marketing tasks.
- Quote paper
- Ulkar Suleymanova (Author), 2015, PR as a Profession in Azerbaijan. Perceptions, Role and Usage, Munich, GRIN Verlag, https://www.grin.com/document/1735769
