Graduation Year

2005

Document Type

Thesis

Degree

M.A.

Degree Granting Department

Mass Communications

Major Professor

Dr. Derina Holtzhausen.

Keywords

Simple, Functional, Multidivisional, Hybrid, Network, Virtual, Matrix, Expert prescriber, Communication facilitator, Problem-solving process facilitator, Communication technician

Abstract

While there exists extensive research in the area of public relations roles, as well as the arena of organizational structure, little research focuses on the relationship between organizational structure and the role of the public relations practitioner in the organization. This study will provide a review of the different types of organizational structures, as well as a review of public relations practitioner roles. Organization theory literature supplies information on the characteristics of each structure, including levels of complexity and decentralization involved in each organizational type. Public relations literature includes research that aids in formulation of role classifications that may be assumed by the practitioner.

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