En bransch med bristande förtroende : - PR-konsulter om sitt eget ansvar och hur de själva kan bidra till ökat branschförtroende

Abstract Title: An industry with a lacking trust – PR-consultants about their own responsibility and how they can contribute to an increased trust for their profession (En bransch med bristande förtroende – PR-konsulter om sitt eget ansvar och hur de själva kan bidra till ökat branschförtroende) Number of pages: 68 (79 including enclosures) Author: Ebba Göranzon Tutor: Göran Svensson Course: Media and Communication Studies D Period: Spring 2008 University: Division of Media and Communication, Department of Information Science, Uppsala University Aim: The aim of this essay is to study the Swedish PR-industry and the distrust that is directed towards it. The starting point is different PR-consultants opinion about their profession and industry. What do they think needs to be done to increase the trust for the industry and what kind of responsibility do they think they have? Method/Material: Together with literature studies, a qualitative method has been used and five in-depth interviews with PR-consultants have been conducted. The persons interviewed all worked with questions concerning lobbying and influencing the public opinion, within Swedish PR-firms. Main Results: The main results show that the PR-consultants pay different attention to the factors of the model, in terms of what can be done for the trust for the industry and profession. They all think they have a responsibility in the trust question and name all sorts of things they could do to improve it. Keywords: Public Relations (PR), lobbying, influencing public opinion, trus