The role of new public relations practitioners as social media experts

Nicole Lee; Bey Ling Sha; David M. Dozier; Paul Sargent

doi:10.1016/j.pubrev.2015.05.002

The role of new public relations practitioners as social media experts

Nicole Lee, Bey Ling Sha, David M. Dozier, Paul Sargent

Research output: Contribution to journal › Article › peer-review

20 Scopus citations

Abstract

Social media is a prevalent part of public relations practice. Research and observation suggest young practitioners are often the ones performing social media tasks. Guided by literature on public relations roles and Millennials, this qualitative study explored whether new professionals are in fact relegated to being social media practitioners. Analysis of 20 in-depth interviews with young professionals revealed several factors, including agency billing rates and mentorship, that impact the tasks new professionals are assigned.

Original language	English (US)
Pages (from-to)	411-413
Number of pages	3
Journal	Public Relations Review
Volume	41
Issue number	3
DOIs	https://doi.org/10.1016/j.pubrev.2015.05.002
State	Published - Sep 1 2015
Externally published	Yes

Keywords

Mentorship
Millennials
Pigeonholing
Public relations roles
Social media

ASJC Scopus subject areas

Communication
Organizational Behavior and Human Resource Management
Marketing

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10.1016/j.pubrev.2015.05.002

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keywords = "Mentorship, Millennials, Pigeonholing, Public relations roles, Social media",

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AB - Social media is a prevalent part of public relations practice. Research and observation suggest young practitioners are often the ones performing social media tasks. Guided by literature on public relations roles and Millennials, this qualitative study explored whether new professionals are in fact relegated to being social media practitioners. Analysis of 20 in-depth interviews with young professionals revealed several factors, including agency billing rates and mentorship, that impact the tasks new professionals are assigned.

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KW - Pigeonholing

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The role of new public relations practitioners as social media experts

Abstract

Keywords

ASJC Scopus subject areas

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