Cases studies as narrative accounts of public relations professional practice

Abstract

This article offers a narrative analysis of competition case studies, a genre of public relations discourse. The aim is to examine the representation of public relations expertise produced by practitioners in cooperation with a professional association. Using narrative concepts such as character, narrative function, plot, point of view, and time, the analysis identifies ways in which the actual experience of practice is narratively transformed, and reflects on the reasons behind this transformation. Findings are presented under 3 main headings: professional work, narrative transformations, and professional legitimacy; and they highlight the interplay of individual experience and professional group aims.