Public Relations Practices in Pakistan: Considering Grunig's General Principles of Excellence

Abstract

Continuities and differences in international public relations are the focus of much recent debate in the field. Unfortunately, the study of public relations in the sixth most populous country in the world, Pakistan, faces a dearth of local research and expertise. This study aims to investigate the public relations practice in Pakistan in light of Grunig’s principles of excellence in public relations. It also intends to identify what models of public relations are practiced in Pakistan. The study is an initial attempt to explore the practice of public relations in that country with regard to theoretical constructs. In order to conduct the study, 22 public relations practitioners working actively in different categories of organizations in Pakistan were interviewed. The semi-structured, in-depth interviews allow a close view of the current practices of public relations in Pakistan. Thematic and content analysis of those interviews led to the discovery that not all generic principles of excellent public relations espoused by Grunig are followed in Pakistan. Lack of understanding of the concept of strategic management in public relations leads to compromised organizational outcomes. The study found that public relations is still combating an identity crisis in many Pakistani organizations. Apart from the government organizations, very few organizations have a separate department of public relations.