RETHINKING CONSTRAINTS ON PUBLIC-RELATIONS PRACTICE

Analysis of survey responses from 371 public relations professionals in four-year colleges and universities revealed two constraints on how public relations is practiced. In the communication technician role, disclosure of information about the organization is constrained. In the manager role, participation in the decision-making process is constrained. Implications of these constraints for what can be communicated outside and what can be done inside the organization are discussed. Strategies for practitioners and educators in addressing constraints are presented, particularly in light of the recent movement toward Total Quality Management (TQM) in U.S. organizations. Duane Sweep is a marketing officer for the First American Bank in Minot, ND; Glen T. Cameron is an assistant professor and RuthAnn Weaver Lariscy is an associate professor, both in public relations at the Henry W. Grady College of Journalism and Mass Communication, University of Georgia.