Public Relations Professional Practice: Discourse as a Resource for Institutional Change

In this paper we elaborate on the theme of professions, institutions and change through conceptualizing the processes of professionalization and institutionalization in terms of duality of structure. We investigate how processes of professionalization promote the transnational diffusion and translation of institutional logics and extends the role of professions in promoting global institutional standards. This is achieved in the context of a longitudinal study of how corporate social responsibility has been diffused and translated across four organizations in the Australian banking industry, setting the foundations for CSR as a legitimate business practice in that country