Country Practice: A case study of regional public relations practice

Research into public relations practice in all settings is vital given the extent and spread of its practice. However, despite the maturity of the public relations profession and the number of public relations practitioners who operate outside metropolitan areas, there has been little research to identify the distinctive nature of public relations practice in regional locations.This research project begins a dissection of the nature of professional public relations practice in a non-metropolitan setting through the examination of public relations activity, workplaces and interactions in a regional locale. The project seeks to examine the specific nature of public relations practice in non-metropolitan Australia through a case study of two Victorian regional cities; Ballarat and Warrnambool. Analysis of these two sites provides the pilot stage for a larger future comparative examination of public relations practice in regional Australian centres with a variety of economic, demographic and geographic profiles.