<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Research on the PR-function is extensive, especially in the US and the UK. The managertechnician 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.</p></abstract>

Research on the PR-function is extensive, especially in the US and the UK. The managertechnician 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.

The Complexity of Public Relations Work

Department of Journalism, Media and Communication, University of Gothenburg

School of Humanities, Education and Social Sciences, University of Örebro

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

PR Managers in the Public and Private Sector in Sweden

Research on the PR-function is extensive, especially in the US and the UK. The managertechnician dichotomy is well known, but has been challenged by recent...

The Complexity of Public Relations Work

Published Online: Jun 09, 2015

Page range: 125 - 139

DOI: https://doi.org/10.1515/nor-2015-0010

Keywords
PR, PR managers roles, practitioners roles, information/communication managers, PR role research

© by Bengt Johansson

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Complexity of Public Relations Work

Published Online: Jun 09, 2015

Page range: 125 - 139

DOI: https://doi.org/10.1515/nor-2015-0010

KeywordsPR, PR managers roles, practitioners roles, information/communication managers, PR role research

© by Bengt Johansson

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
PR, PR managers roles, practitioners roles, information/communication managers, PR role research