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 journalArticlepeer-review

19 Scopus citations


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 languageEnglish (US)
Pages (from-to)411-413
Number of pages3
JournalPublic Relations Review
Issue number3
StatePublished - Sep 1 2015
Externally publishedYes


  • Mentorship
  • Millennials
  • Pigeonholing
  • Public relations roles
  • Social media

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing


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