Mind the gap: Understanding public relations competence in the eyes of practitioners and the dominant coalition

Abstract

A survey (N = 177) of public relations professionals and C-Suite managers within a global organization provided an empirical test of the Theory of Public Relations Competence (Hazleton, 2006). Results demonstrate the impact of differing levels professional experience for a public relations practitioner. The C-Suite (non-communicator management) view of public relation competence revealed a gap, underestimating both technician and manager skill by approximately 25 %. When assessing competence in career practitioners compared to collateral duty party time personnel, the dominant coalition rated the practitioners significantly higher.

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