A Study Revisited

Not too long ago I came upon a seminar paper I wrote 35 five years ago as part of a requirement toward a master's degree. Titled "A Perceptive Study: The Role of a Public Relations Officer at a Community College," its primary purpose was to gain a sense of how a select population of educators and others who work with or interact an institution's public relations officer view that particular professional. A total of 146 persons participated in the study, which consisted of 50 questions and nine categories that ranged from communication, community service and performance objectives to decision-making ability, organizational structure and role.

Among the more overriding findings were that participants believed the public relations officer should help the leaders of their community college publicize or communicate their policies, programs and services to the community; be encouraged to establish contact with surrounding community groups; be encouraged to report potential problems they learn of to the proper persons on campus; serve as their institution's primary link with the media; and function under a set of performance guidelines that allow them some degree of flexibility. Looking back, I view the finding  as being favorable to the public relations office, yet in a way that reflects the time in which the study was conducted.

In 1978 when this survey was conducted,  many viewed the role of public relations practitioners as primarily to generate publicity serve as an "out front" person for their client or organization. While these perceptions remain today, other, more substantial aspects of the role have emerged. Specifically, the public relations officer has also taken on such responsibilities as being chief communication advisor and strategic planner. These are no small additions. Those in the communication profession are now key players in the professional world. This reality says much as to the growing importance society places in communication.