1 IntroductionThis report intends to identify and critically assess the application of key Indigenous protocols in the Public Relations (PR) Industry, and in doing so determine whether genuine attempts have been made in the PR sector to respond to Indigenous concerns which relate to the themes ofÃÂRepresentation and IdentityÃÂSocial Justice, Human Rights and Indigenous Voices.
These themes are vitally important to the increased understanding and acceptance of Indigenous culture in professional practice, and by researching the protocols and guidelines that are relevant to these areas, we can determine whether they have been correctly employed in Public Relations practice. As the PR industry is one which seeks to manage relationships between organizations and the public through the transmitting of messages, it is an area which is laden with social responsibility. For this reason that measured and accurate consideration of Indigenous protocols and guidelines is particularly significant as the scope the PR role is vast, and the work of a PR practitioner can effect or influence a significantly large amount of the population.
In ascertaining the relevant protocols and guidelines, several authoritative publications will be used particularly the Report on Australian Indigenous Cultural and Intellectual Property as researched by Terri Janke (Janke, 1998) and these will serve as a solid basis for establishing the appropriate procedures for interactions and ethical conduct between the communication industry and Australian Indigenous peoples. There will be some initial discussion as the contemporary function of a PR professional, then consideration will be given to each of the afore mentioned themes and the Indigenous codes of conduct and practice that relate specifically to them. At length, a brief analysis will be provided as to the competence of the PR industry in application of these codes, and areas which may require improvement.
2 Public Relations &Cultural ProtocolsIn its current...