Social media is a prevalent part of public relations practice. Research and observation suggest young practitioners are often the ones performing social media tasks. Guided by literature on public relations roles and Millennials, this qualitative study explored whether new professionals are in fact relegated to being social media practitioners. Analysis of 20 in-depth interviews with young professionals revealed several factors, including agency billing rates and mentorship, that impact the tasks new professionals are assigned.
- Public relations roles
- Social media
ASJC Scopus subject areas
- Organizational Behavior and Human Resource Management