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A comparison of the roles and responsibilities of educational and corporate public relations professionals

Posted on:1991-03-04Degree:Ph.DType:Dissertation
University:Texas A&M UniversityCandidate:Hines, Randall WayneFull Text:PDF
GTID:1476390017951875Subject:Business Administration
Abstract/Summary:
The purpose of this study was to assess to what extent differences exist in "actual" and "ideal" roles and responsibilities of educational and corporate public relations directors. A questionnaire was formulated through a review of the literature on the role of public relations practitioners. The population studied was composed of educational and corporate public relations directors. A random sample of 150 was drawn from the 1989-90 National School Public Relations Association Membership Directory and another sample of 150 was drawn from current membership directories of the Public Relations Society of America and the International Association of Business Communicators.;Using two agree-disagree Likert scales, respondents were asked to rate 33 task statements regarding the actual and ideal role of the public relations director. The adjusted percentages of usable returns were 90% by educational public relations directors and 70% by corporate public relations directors.;Research data were analyzed using SPSS-PC+. Statistically significant differences were found among and between perceptions of educational and corporate public relations professionals with regard to their actual and ideal roles and responsibilities. Likewise, statistically significant differences were found among perceptions of both samples, who had a written public relations policy, who were members of the administrative team, and who were accredited by a professional public relations association, with regard to their actual and ideal roles and responsibilities. Practitioners with the three above variables tend to share and have access to more information at the top than those with opposite variables. Recommendations emitting from the study included courses and workshops to provide skills in broadcast media, more inservice training by the practitioners for both staff and management, and more corporations elevating public relations directors to membership on the administrative team.
Keywords/Search Tags:Public relations, Roles and responsibilities, Business administration, Statistically significant differences were found, Administrative team, Actual
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