The School Public Relations Practitioner : Indicator or Outlier? / Lynn M. Zoch and Others.

A study was conducted which focused on public relations practitioners in school districts in a southern state. It used survey research to investigate several questions relating to public relations role enactment, hierarchical level of the public relations function, salary, job satisfaction, and encroachment into public relations. Questionnaires were sent to all 91 school districts in the state, with 47 returned of which 44 were usable, for a response rate of 48%. Results indicated that school public relations practitioners fulfill both the manager and technician roles equally, although it is responsibilities relating to the management function that seem to provide the most satisfaction. Women tend to be less active in the manager role. The public relations function reports directly to the school superintendent. There is a relationship between sex and salary in school district public relations and, with women, experience is negatively correlated with salary. Finally, there is a high level of encroachment into the public relations function in school districts. (Contains 36 references.) (Author/NKA)

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