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The Complexity of Public Relations Work PR Managers in the Public and Private Sector in Sweden
University of Gothenburg.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2015 (English)In: Nordicom Review, ISSN 1403-1108, E-ISSN 2001-5119, Vol. 36, no 1, 125-139 p.Article in journal (Refereed) Published
Abstract [en]

Research on the PR-function is extensive, especially in the US and the UK. The manager-technician dichotomy is well known, but has been challenged by recent research where more nuanced perspectives on PR-managerial roles are displayed. In relation to this complexity of PR-managerial roles the article investigates the function and role Swedish public relations managers perform and play in their organizations. The Swedish case, with its high proportion of PR practitioners employed by public authorities, was used to further explore the complexity of PR work. The empirical data was a survey distributed to a random sample of members of the Swedish Public Relations Association, with a managerial or head/director position, representing all industry/societal sectors. 261 persons completed the survey, giving a response rate of 30 percent. The study confirmed previous research of a more complex picture of the PR-managerial level. One important conclusion was therefore that the simple dichotomy between managers and technicians cannot be used to understand managerial level positions in the public relations context. This complexity was even further emphasized when comparing PR-mangers in the private and the public sector. One challenge pointed out for future research was to develop analyses of PR managerial roles in different types of organizations.

Place, publisher, year, edition, pages
2015. Vol. 36, no 1, 125-139 p.
Keyword [en]
PR, PR managers roles, practitioners roles, information/communication managers, PR role research
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-54670DOI: 10.1515/nor-2015-0010ISI: 000358132200010Scopus ID: 2-s2.0-84930897442OAI: oai:DiVA.org:oru-54670DiVA: diva2:1064629
Available from: 2017-01-12 Created: 2017-01-12 Last updated: 2017-01-12Bibliographically approved

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Larsson, Larsåke
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School of Humanities, Education and Social Sciences, Örebro University, Sweden
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf