Published Paper Details:

This study explores the relationship between corporate stakeholders' experience in public relations (PR) and their perceptions of its role, value, and strategic importance within organizations. Drawing on survey data from stakeholders with varying levels of PR experience, the research examines how experience influences views on PR's position as a strategic management function, ethical considerations, and its integration with marketing. Key findings suggest that stakeholders with greater PR experience are more likely to view PR as essential to strategic decision-making and express concerns about marketing's encroachment on PR's domain. The study also reveals that while trust and ethical perceptions of PR practitioners remain consistent across experience levels, support for PR's leadership in integrated marketing communications (IMC) and its independence as a management function grows with increased experience. Despite these differences, the findings underscore a shared appreciation across all experience levels for PR's role in strategic management and long-term relationship-building.