Role relationships using research and organization types

To determine if there are relationships among perceived public relations (PR) role, formal research, and organization type, a sample of 70 active members from the 1985-1986 Register of the Public Relations Journal were interviewed by telephone. As hypothesized by Dozier (1984), those who reported ma...

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Bibliographic Details
Published in:Public relations review 1987-06, Vol.13 (2), p.52-59
Main Author: Judd, Larry R.
Format: Article
Language:English
Subjects:
Communication
Evaluation
Public relations
Roles
Studies
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Summary:To determine if there are relationships among perceived public relations (PR) role, formal research, and organization type, a sample of 70 active members from the 1985-1986 Register of the Public Relations Journal were interviewed by telephone. As hypothesized by Dozier (1984), those who reported mainly handling the technical production of messages and public relations activities were classified as technicians, and those who said they mostly facilitated communication and were involved in planning, policy, and problem solving were categorized as managers. Based on Grunig's (1984) normative typology of PR organizations, organizations were grouped as engaging in one-way communication from source to receiver, i.e., they expected to use almost no formal research, or practicing 2-way communication between the organizations and their publics, i.e., more likely to conduct evaluation and research. Relatively more managers were associated with 2-way organizations that conducted research, and relatively more technicians were connected with organizations that did not use formal research or evaluation during the previous year.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(87)80038-3