The role of senior public relations administrators in Pennsylvania's state system of higher education

This study examined the perception and extent of agreement of senior public relations administrators and university presidents of the role of senior public relations administrators in institutional decision making at the 14 universities in Pennsylvania's State System of High Education. Based on public relations theory, organizational theory, and the discourse of higher education administration, six research questions addressed the perceived positional attributes of the position of senior public relations administrator; the extent to which presidents and senior public relations administrators agree on current and potential responsibilities of the senior public relations administrator; the major issues that confront the senior public relations administrator; the extent to which senior public relations administrators and presidents agree on the management roles and responsibilities of the senior public relations administrator; the extent to which public relations administrators and institutional presidents agree regarding the skills and abilities of the senior public relations administrators; and the extent to which senior public relations administrators and presidents agree on a common definition of public relations. Subjects in this study included the senior public relations administrators and the presidents of the 14 institutions in Pennsylvania's State System of Higher Education (SSHE). The subjects responded to a survey instrument constructed by the author for the express purpose of this study. Based on the findings of this study, it may be concluded that senior public relations administrators in the SSHE system are often not included in efforts to resolve important issues and influence institutional decisions.