<p>There has been a rapid expansion of the PR and information industry during the last few years. An expansion like this might lead to structural changes in an industry. The aim of this thesis is to describe a part of this industry, namely the Swedish PR consulting industry, in terms of its development, structure and professionalism. Web sites of the consultancies in the industry has been analyzed. Furthermore, interviews have been conducted with three leading individuals in the industry. Structural changes can be seen since there is a trend towards further specialization among the consultancies. Some of the most common criteria for an industry to be characterized by professionalism are not achieved, but the industry is characterized by an aim towards increased professionalism.</p>

There has been a rapid expansion of the PR and information industry during the last few years. An expansion like this might lead to structural changes in an industry. The aim of this thesis is to describe a part of this industry, namely the Swedish PR consulting industry, in terms of its development, structure and professionalism. Web sites of the consultancies in the industry has been analyzed. Furthermore, interviews have been conducted with three leading individuals in the industry. Structural changes can be seen since there is a trend towards further specialization among the consultancies. Some of the most common criteria for an industry to be characterized by professionalism are not achieved, but the industry is characterized by an aim towards increased professionalism.