Elaborating Public Relations Roles

Greg B. Leichty · Jeff Springston

66 citations0/0 files storedJournalism & Mass Communication Quarterly

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Public Relations and Crisis Communication Media Studies and Communication Communication Studies and Media

Abstract

This study investigated the structure of public relations roles. Broom and Smith's role questionnaire was factor analyzed in conjunction with items used in studies of organizational boundary spanning. Eight activity factors were extracted in the analysis. Four primary practitioner roles and one minor role were subsequently identified in a cluster analysis. The clusters refined and elaborated previous PR roles concepts in important ways. Two practitioner types give high priority to technical activities even though they also scored high on managerial and boundary spanning activities. A validation analysis showed that the practitioner groups could be differentiated on relevant criterion variables.

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2007Effective media communication of disasters: Pressing problems and recommendations 2009Behavioral dimensions of public relations leadership in organizations 2009The blogosphere and public relations 1999Practitioner Roles, Public Relations Education, and Professional Socialization: An Exploratory Study 2018Reimagining dialogue in public relations: Bakhtin and open dialogue in the public sphere 2013Intersectionality and publics: How exploring publics’ multiple identities questions basic public relations concepts 2010European Communication Monitor 2009. An institutionalized view of how public relations and communication management professionals face the economic and media crises in Europe 2003The dynamics of public relations

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