Abstract
PurposeThis paper examines the engagement of public relations (PR) in advancing sustainability within Turkey, exploring both current contributions and future potential. It analyzes how PR professionals and scholars conceptualize sustainability, revealing divergent perspectives within the industry. The study delves into the perceived roles and responsibilities of PR professionals in driving sustainable initiatives, highlighting the key challenges hindering their impact. Ultimately, the research identifies essential knowledge and skills needed to empower Turkish PR to effectively contribute to a more sustainable future.Design/methodology/approachThis study employs a qualitative research approach using semi-structured in-depth interviews with two distinct groups: experienced PR professionals holding director positions in agencies and corporate communication departments, and PR professors with at least five years of teaching experience in Turkey.FindingsThe findings reveal a dynamic, yet complex, landscape of sustainability within the Turkish PR industry. While PR professionals are actively integrating sustainability into strategic initiatives and emphasizing measurable impact, they face barriers to full integration, and their conceptualization of sustainability often differs from that of PR scholars. The findings point to a critical need for targeted education and professional development to better equip Turkish PR practitioners to drive sustainable development.Originality/valueMethodologically, the incorporation of representative groups, consisting of senior communication professionals and professors, offers valuable insights that can inform improvements in PR practices, enhance PR education, and advance the understanding of sustainability within the field of communication within the specific context of Turkey.