(Glen Broom) 1979

1985
1979

1985
1979

m
1985
8

2009
1979

1979
1985

37
Publie Relations Review

? :
?

Druck Hiebert

17

Druck Hiebert

20 70 - 20 80

24

Broom Smith (University of wisconsin - madison)

38
 Advancement Role Models

( )
:

( )

39
Public Relations Review

Broom 1979 PRSA

alpha : 0.93 0.84 0.79
0.90

? 1 (
)

ferguson -son 45
PRSA
80
45

( )
jour alist-technical

( )

40
 Advancement Role Models

Dozier
1979

Broom Smith

Dozier Broom 1979

Dozier Broom 1979 PRSA

( ) Sullivan 1982
PRSA

Dozier

Broom

Broom Dozier
Sullivan

41
Publie Relations Review
relations.12Druck Hiebert

(
)?

Broom Dozier

16

17 . Center Broom

42
 Advaneement Role Models

(
)

1979 1985
1979 (
)

(r= 23, p< 0.05)

(r- 14 ,p < . 05)

( )

24

43
Public Relations Review

1979 815 PRSA

10
480 458 56%
PRSA 72% 28%

1985 458 PRSA IABC

1979
1979 58 4
1979 246 15 1979
9 222
16 1979-1985
206 1979 45% 58%
206
77% 23%

28 5
5 12 1985
6 ( ) 1979
22 . (Cronbach s alpha)

1979-1985

1979 1985

2 1979 1985
 Advancement Role Models

7
bTwo-tailed t

1979 1985

1979 1985 1979

71% 1985 10
29% 19%
3

1979 56% 1985 57% 1979

2% 1985
6%
1979 16%
1985 50%

4 5 1979 1985
1979

45
* f (n= 206) (n=206)

( 4)

1985

46
 Advancement Role Models

* f (n= 206) (n= 206)

10%( 5) 19%

1979

( 4)

1985

1985
1979

47
Public Relations Review
1979
38% 1985
52%
206
6 1979

n= 206

48
 Advancement Role Models

(
)

1985
6
1979 1985

7
1979
18030 1985 33520 1985

n=206

49
Public Relations Review

9.3% 5.8%

8 1979 1985

50
 Advancement Role Models

/ 8

8
1979 1985 26580
16350
(p= .06)

1.0
( ) 5.0( )

9
1979 1985

:
0.44; 0.35; 0.48 (p = 0.
001)

51
 TABLE9

(
)

46 (p =.001)
14 0.12 (p < 0.05)

1979 1985

1979 1985
1985

52
 Advancement Role Models

(
9 )

1 7
10 1979

1979

1979 1979

10

( )

53
Public Relations Review
1979

1985 10
1979

1979 1985

0.53
0.23
1985 1979
1985

9.3% 5.8%

1985 6 26,040 6
18,420 ( ) 7620
0.05 (p= 0.06)

54
 Advancement Role Models

1979 35 14 (40%) 1985

1979 22 5 (23%)

'Kalman B. Druck and Ray E. Hiebert, Your Personal Guidebook To Help You Chart A More
Successful Career in Public Relations (New York: Public Relations Society of America, 1979)
2Glen M. Broom and George D. Smith, "Testing the Practitioner's Impact on Clients," Public Relations
Review, Vol.5, No. 3 (Fall 1979), Pp. 47-59.
Fritz Steele, The Role of the Internal Consultant: Effective Role-Shaping for Staff Positions (Boston: CBI
Publishing Company, Inc., 1982), p. 63. For other descriptions of the role concepts, see Edgar H. Schein,
Process Consultation: Its Role in Organizational Development (Reading, Mass. : Addison-Wesley
Publishing Co., Inc., 1969), and Gordon and Ronald Lippitt, "Multiple Roles of the Consultant," in The
Consulting Process in Action (La Jolla, Calif.: University Associates, Inc., 1978), Pp. 27-44. The classic
review of concepts and research is Bruce Biddle and Edwin Thomas (eds.), Role Theory: Concepts and
Research (New York: John Wiley and Sons, 1966).
'See Broom and Smith, "Testing the Practitioner's Impact," for more detailed descriptions of these roles and
their origins in the literature.
SSix items for each role index called for self-reports of the frequency of activities specific to each
role. Throughout this study, the six-item indices for the roles were used to create the four-way typology.
As a validity check on the indices, a set of four items asked respondents to rate the extent to which brief
descriptions of the four roles described their individual practices of public relations.
First reported by Broom in "A Comparison of Sex Roles in Public Relations," Public Relations Review,
Vol. 8, No. 3 (Fall 1982), pp. 17-22.
Mary Ann Ferguson, "Some Empirically-Generated Public Relations Roles and Associations with
Various Descriptive Variables. " Paper presented to the Public Relations Division, Asso-ciation for
Education in Journalism, Houston, Texas, August 1979.

David M. Dozier, "Toward a Reconciliation of 'Role Conflict' in Public Relations Research." Paper
presented to the Western Communications Educators Conference, Fullerton, Calif., November 1983.
Public Relations Review
David M. Dozier, "The Diffusion of Evaluation Methods Among Public Relations Practi-tioners." Paper
presented to the Public Relations Division, Association for Education in Jour-nalism, East Lansing, Mich.,
August 1981.
1Dozier, "Toward a Reconciliation of Role Conflict, " pp. 8-13. The third data set is from Bradford S.
Sullivan, "The Relationship Between Organizational Role Hierarchy and Public Relations Practitioner Job
Satisfaction" (Unpublished masters thesis, San Diego State Univer-sity, 1983).
iBroom, "A Comparison of Sex Roles," p. 20.
1David M. Dozier, Sharon Chapo, and Brad Sullivan, "Sex and the Bottom Line: Income Differences Among
Women and Men in Public Relations. " Paper presented to the Public Relations Division, Association for
Education in Journalism and Mass Communication, Cor-vallis, Ore., August 1983.
1Druck and Hiebert, op. cit., p. 15.
1Glen M. Broom and David M. Dozier, "An Overview: Evaluation Research in Public Relations," Public
Relations Quarterly, Vol. 28, No. 3 (Fall 1983), p. 5.
1James E. Grunig and Todd Hunt, Managing Public Relations (New York: Holt, Rinehart and Winston,
1984), p. 124.
1Sue E. Bell and Eugene C. Bell, "Public Relations: Functional or Functionary?" Public Relations Review,
Vol. 2, No. 3 (Summer 1976), Pp. 51-52.
17Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, Sixth Edition
(Englewood Cliffs, N.J.: Prentice Hall, 1985), p. 258.
18Bell and Bell, "Functional or Functionary?" pp. 52-53.
19Grunig and Hunt, p. 99-101.
20Donald J. Johnson and Lalit Acharya, "Organizational Decision-Making and Public Rela-tions Roles. "
Paper presented to the Public Relations Division, Association for Education in Journalism, Athens, Ohio, July
1982.
2Sullivan, "The Relationship Between Organizational Role Hierarchy and Public Relations Practitioner Job
Satisfaction." See also Bradford S. Sullivan, David M. Dozier and Susan A. Hellweg, "Practitioner Pursuit of
the Ideal Role," IPRA Review, Vol. 9, No. 2 (May 1985), pp. 14-18.
22Cronbach alpha reliability coefficients for the public relations manager role index are .92 (1979) and .
91 (1985). Alphas for its components in 1979 and 1985 respectively are: expert prescriber, . 91, . 90;
communication facilitator, . 77, . 73; problem-solving process facilitator, . 89, . 87. The public relations
technician alphas are .76 in 1979 and .77 in 1985. Alphas for the communication technician role are .78 in
both surveys. The management decision-making participation index alphas are .93 (1979) and .91 (1985).
The job satisfaction index alphas are 89 in both 1979 and 1985.

:
James
VanLeuven Dennis
Wilcox
Dennis

CO 80523 (303/
491-6310)

56