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Advances in Developing Human Resources
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A Media Perspective on HRD

David McGuire

Napier University Business School, Edinburgh, UK

Christine Cross

Department of Personnel and Employment Relations, University of Limerick

Claire Murphy

Kemmy Business School, University of Limerick

The problem and the solution. Media perceptions of human resource development (HRD) matter. Corporate identity works in the context of corporate mission, corporate visual image, and corporate reputation.These are applied to the HRD field here and illustrated with a content analysis of instances of HRD in six major newspapers in the United Kingdom and the United States.The article concludes that branding and cultivating the right media perception of HRD is essential to attracting the right personnel, enhancing the field's reputation, maintaining relevance, and cultivating growth.

Key Words: HRD brand • content analysis • identity • image • media • reputation

Advances in Developing Human Resources, Vol. 9, No. 1, 58-71 (2007)
DOI: 10.1177/1523422306294495
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D. McGuire, T. N. Garavan, D. O'Donnell, and S. Watson
Metaperspectives and HRD: Lessons for Research and Practice
Advances in Developing Human Resources, February 1, 2007; 9(1): 120 - 139.
[Abstract] [PDF]