This paper contributes to the professional maturity of
the profession by highlighting the problems faced by the
practitioners and their professional solutions. The data and analysis are
based on structured qualitative interviews of the highest ranked PR
(public relation) professionals working as the heads of PR departments
in government and private institutions. Practitioners urged to establish
Pakistani public relations substructures well-suited with local cultural
realities. Practitioners believed that public relations critical role in
strengthening democracy in Pakistan to promote democratic traditions
and usage of social capital, civil society and public sphere, recognitions
of PR as a management function, preparation of a national narrative
against terrorism, adoption of new technological advancements, less
focusing on internal public and controlling unrealistic boss publicity are
the major challenges in the public relations industry in Pakistan.
1-Mudassir Mukhtar: Assistant Professor, Department of Mass Communication, University of NUML, Islamabad, Pakistan. 2-Salma Umber: Assistant Professor, Department of Mass Communication, Government College University, Faisalabad, Punjab, Pakistan. 3-Mudassar Hussain Shah: Assistant Professor, Department of Media and Communication Studies, University of Sargodha, Sargodha, Punjab, Pakistan.
PR conditions in Pakistan, PR practitioners’ opinions, The Future of PR in Pakistan.