Key roles played by PR/Communication departments: The perspective of senior communication practitioners from Aotearoa New Zealand

Georgeta Mimi Hodis


This study is part of a first time international collaboration surveying senior communication practitioners. This research concerns only the NZ sample (N=107). The work investigated the extent to which these practitioners perceived that six key roles should be played by the PR/Communication department and whether these roles have actually been adopted in their organizations. Results from this research indicate that the key role least supported, on average, by respondents pertained to communicating rather than formulating policy. In contrast, the highest rating was associated with defining the company’s identity and core value. Importantly, for the latter key role, ratings were not significantly different for participants working in organizations that adopted (vs. did not adopt) the practices comprising this key role. With one exception, average ratings of key roles did not differ significantly for respondents working in central marketing communication and central PR/Communication departments.


senior communication practitioners; key roles and practices in organizations

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