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Intensity of different roles obligations as performed by a PR department not only explains its preferences about
pursuing and targeting its publics but also unearths the level of its professionalism in practice. This paper evaluates
the adoption patterns of two major (manager and technician) and two minor (media relations and communication
liaison) public relations roles among practitioners in Pakistan. A survey was randomly distributed among 101
public relations practitioners heading PR departments selecting 51 PR departments from public sector strata and 50
PR departments from private sector strata. The results of this quantitative study confirm that all four roles are
employed by PR practitioners in Pakistan with fluctuating ratios. Majority of the practitioner (96%) are performing
media relations role as their foremost preference. Manager role obligation is second preference and 83%
practitioner are performing it. Communication Liaison role is performed by 82% of practitioners. Technician role is
the least employed role in comparison to others although it is performed by 81% of practitioners. These roles
employment results indicate that although roles adoption patterns are divided into preferences as per their
statistically significant differences, but they differ slightly on a scale of their employment proportions in Pakistan.
Dr. Mudassir Mukhtar, Dr. Muhammad Shabbir Sarwar, Mr. Khurram Shahzad, Dr. Waqal ul Haq . (2019) Practitioners’ Roles Obligations and Preferences in Public Relations Industry in Pakistan: A Quantitative Assessment, Journal of the Research Society of Pakistan, Volume 56, Issue 2.
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