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Chap 2 The Roles of PR Practitioner (d)1)Expert prescriber (Roles can…
Chap 2 The Roles of PR Practitioner
a) Bames (1967) -4 Functions of PR
2)Channel and coordinate activities.
3)Explain the organization and its policies to the public via communication media.
1)Advise on mgt (Management) policy.
4)Ascertain( 查明）and explain to mgt what publics think of the organization.
b) Harold Burson (1987)- 4 Task of PR
2)Corporate conscience (ethics).
3)Communicator.
1)Sensor of social change.
4)Corporate monitor.
c) Roles=?
3)Roles revolve around functions of practitioner.
4)Abstractions of behavior patterns in organizations.
2)PR= emerging profession, roles are evolving.
5)May draw on emerging professional standards , abstracting role norms.
1)Describe activities of PR in an organization.
d) Broom and Smith (1979)- 4 roles of PR
2)Communication facilitator（帮助者）.
3)Problem-solving process facilitator.
1)Expert prescriber（规定者）
4)Communication technician.
d)3)Problem-solving process facilitator.
Helps management to think through PR problems and look for solutions.
Also, work with management team to solve problem step-by-step.
Reflected in Public Information and two-way symmetrical models of PR. Two way communication between public and the organization.
A long and time consuming process.
Serve as Interpreters（翻译员）, communication links.
d)4)Communication technician.
*DC specifies organizational actions and decides on the communication process to the publics.
PR practitioner then provides service by executing these directives. PR receives and carry out commands of *DC.
*DC=Dominant coalition( management team) makes the strategic decisions.
PR practitioners do not play any role in the decision-making process in the organization.
Is a Technical Service Provider.
d)2)Communication facilitator.
Responsible for communication process.
Controls quality, quantity of information exchanges.
Facilitates(指挥） communication between two parties.
Role of middleman between public and organization
d)1)Expert prescriber
*Not a decision maker(is done by management team).
A part of decision making team.
Qualified to answer PR questions.
Management depend on their solutions.
PR= experts in the field.
The best to be informed about any PR issues- They know what's is best for the organization.
Is passive, acts as consultant to management team.
Roles can linked to:
Two-way asymmetrical
Press agentry models.