Re-examining the manager’s role in public relations: what management and public relations research teaches us

Moss, Danny A. and Green, Robert C. (2001) Re-examining the manager’s role in public relations: what management and public relations research teaches us. Journal of communication management, 6 (2). pp. 118-132. ISSN 1363-254X

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Abstract

This paper examines critically how the manager’s role in public relations has been conceptualised, comparing how the work of managers has been defined from a public relations and management perspective. Here the paper provides a critical review of the relevant public relations and management literatures, pointing to the relative weaknesses in the public relations literature. The paper concludes by examining a particular case study to illustrate some of the weaknesses in current practitioner role models to conceptualise the weaknesses in the public relations manager’s role.