Toward an Understanding of Public Relations Roles: An Empirical Test of Five Role Models' Impact on Clients.

Five public relations consultant role models were examined in a study of the way these roles affect client evaluations of task accomplishment, problem-solving efficacy, and consultant expertise. The role models examined were: the expert prescriber (the consultant operates as an authority on both the public relations problem and its solution), the technical services provider (the consultant provides specialized services the client deems necessary), the communication process facilitator (the consultant operates as an information mediator between the client and a third party), the problem-solving/task facilitator (the consultant helps the client apply a systematic problem-solving process), and the acceptant-legitimizer (the consultant assumes a nondirective, supportive role). The five role-model treatments were administered to 20 "client" groups, each composed of from three to five undergraduate public relations students working on a case study project. Following the five-week case study project, the student-clients completed questionnaires. The findings revealed that the problem-solving/task facilitator role received the highest ratings on task accomplishment, process efficacy, and consultant expertise. The lowest-rated role was that of acceptant-legitimizer. (FL)