The role that professionalism can play in enhancing the reputation of public relations.

As the understanding of ‘professionalism’ is often too broad, this essay will examine the role of professional organisations’ standards for enhancing the reputation of the PR industry.
To perform this task properly this paper - together with reviewing the notions of ‘professionalism’ in PR and the definition of ‘reputation’ in the modern business environment - will investigate how the overall rules and standards are defined and communicated within the PR industry for its specialists and clients / customers and what it means to PR practitioners.