Professionalism and Creative Labor in Public Relations

For the past thirty years public relations literature has given new technology and related change a great deal. In some recent researches, there is a portrait of public relations that lost privileged position of disseminating information and control of the message the portrait of a the people to the because of the potential for interaction brought by digitalization. The ongoing convergence/integration discussion of public relations and marketing, advertising and journalism gained momentum in the context of the digitalization. Less mentioned subject is the relationship between this change and professionalism, except for a few studies devoted to new skill needs. The concept of creative labor carries the potential to influence legitimacy demands on the basis of professional standards and/or professional identity. In the creative economy, professionalism is promoted based on a loose set of skills that include features such as portable skills, individual creativity rather than fixed professional identities. Individuals are defined as freely creative workers who can quickly enter and leave jobs, institutions, or environments. This form of work has the ambiguity of overcoming the work-life balance and loss of job security as well as the authenticity and self-realization possibilities. The theme of this new concept of employment will be questioned in terms of features attributed to public relations specialists in the study in terms of higher education.