"There is nothing so practical as a good theory," or is there?: Public relations practitioners' perspectives on public relations scholarship and its usefulness

Abstract

The purpose of this study was to better understand the disconnect between public relations scholars and practitioners from the practitioner point-of-view using qualitative in-depth interviews with 20 public relations practitioners. The study examines the extent to which they make meaning of public relations scholarship and its usefulness. Findings suggest that practitioners are largely unaware of public relations scholarship and generally do not find academic research useful. However, practitioners did consider academic research important for solving problems and thought it could become more useful if scholars translate it. This study identifies the importance of forging relationships between public relations scholars and practitioners. Practical implications include making academic research user-friendly and having public relations scholars provide outreach to practitioners.