| The primary purpose of this study was to determine the difference in the perceptions of higher education public relations directors in two and four year institutions regarding their roles and responsibilities. A questionnaire was formulated through a review of the literature on public relations in higher education. The study sample consisted of public relations directors selected from the 1986-87 National School Public Relations Association (NSPRA) and the International Association of Business Communicators (IABC).;Using a Likert scale, the respondents were asked to rate 38 role and responsibility statements with regard to their perceptions of their position. Several statistical relationships were identified by using the analysis of variance and the Scheffe's test. Generally the higher education public relations directors agreed on their perceptions of the tasks assigned to the position. Significant differences were indicated for the importance accorded to the roles and responsibilities associated with being directly responsible to the school president, serving on the executive administrative team, preparing publications for management and developing a school wide communications program. |
