ERIC Number: ED204776
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
Effect of Perceived Environmental Uncertainty on Public Relations Roles.
A study investigated perceived uncertainty in organizational environment as a predictor of four perceived role models in public relations professionals (expert prescriber, technical services provider, communication process facilitator, and problem solving process facilitator). Two 16-item scales measured the simple-complex and static-dynamic dimensions of the public relations decision making environment, while a 28-item instrument was devised to measure the role variables. When 229 members of the Public Relations Society of America were surveyed with these instruments, the findings showed that perceptions of simple-static environments were associated with technical services provider roles, and that complex-dynamic environments were associated with problem solving process facilitator roles. Expert-prescriber role predominated the simple-static and complex-dynamic environments. Environmental uncertainty had no effect for the communication process facilitator role. (Author/RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Sponsor: Wisconsin Univ., Madison. Graduate School.; Wisconsin Univ., Madison. Foundation for Public Relations Research and Education.
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).