Question

Compare and contrast the roles of PR manager and PR technician.

Reference: Public Relations, Engagement, Conversation, Influence, Transparency and Trust. By: Tom Kelleher

Answer 1

Compare and contrast the roles of PR manager and PR technician.

The primary difference between a PR manager and a PR technician lies in their respective positions on the organizational totem pole. The PR manager is positioned above the specialist on the organizational chart and may even supervise a staff of PR technician , particularly in large organizations. Of course, hierarchical differences usually mean salary differences, as well.

The communication facilitator acts as an information broker, liaison, and mediator between the organization and its publics. The expert prescriber works on public relations problems and offers solutions. The problem-solving process facilitator collaborates with line management and helps to apply a rational problem-solving process. The communication technician is responsible for producing communication materials for the public relations effort.

Over time, the four-role concept was simplified and reduced to only two role dimensions: the PR technician and the PR manager. In this widely known typology, technicians produce and disseminate materials, whereas managers develop communication strategies based on research and analysis and play an important role in decision-making processes. Despite further developments, the two-role typology still remains popular especially in North American research. Studies from South Africa have built upon this and added a third role to the manager-technician dichotomy – the PR strategist – arguing that a more concise separation between strategic and operational roles is necessary.