<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Most research on public relations (PR) roles takes the starting point of PR as an indispensable boundary-spanning function. Context may explain how PR is performed and which skills are important, but not the degree to which PR is necessary. In this article, we tackle the latter question by identifying and discussing the role of the low-flying communicator in the Danish region of North Jutland. The study is based on individual and focus group interviews with communication practitioners and students. The results show that many regional companies have established a communicative comfort zone “under the radar” of public attention. This leads to recruitment problems. Companies are less visible in the labour market and depend on graduates who stay in the region for personal reasons. A certain unwillingness to cross boundaries of social and public spaces feeds into sense-making but also contestable role understandings of PR practice and education in regional contexts.</p>
</abstract>

Most research on public relations (PR) roles takes the starting point of PR as an indispensable boundary-spanning function. Context may explain how PR is performed and which skills are important, but not the degree to which PR is necessary. In this article, we tackle the latter question by identifying and discussing the role of the low-flying communicator in the Danish region of North Jutland. The study is based on individual and focus group interviews with communication practitioners and students. The results show that many regional companies have established a communicative comfort zone “under the radar” of public attention. This leads to recruitment problems. Companies are less visible in the labour market and depend on graduates who stay in the region for personal reasons. A certain unwillingness to cross boundaries of social and public spaces feeds into sense-making but also contestable role understandings of PR practice and education in regional contexts.

The Low-Flying Communicator: Understanding public relations in a regional context

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Most research on public relations (PR) roles takes the starting point of PR as an indispensable boundary-spanning function. Context may explain how PR is...

The Low-Flying Communicator: Understanding public relations in a regional context

Publicado en línea: 22 may 2020

Páginas: 85 - 99

DOI: https://doi.org/10.2478/nor-2020-0007

Palabras clave
public relations education, public relations encroachment, public relations recruitment, public relations roles, regional public relations

© 2020 Jochen Hoffmann et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The Low-Flying Communicator: Understanding public relations in a regional context

Publicado en línea: 22 may 2020

Páginas: 85 - 99

DOI: https://doi.org/10.2478/nor-2020-0007

Palabras clavepublic relations education, public relations encroachment, public relations recruitment, public relations roles, regional public relations

© 2020 Jochen Hoffmann et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Palabras clave
public relations education, public relations encroachment, public relations recruitment, public relations roles, regional public relations