This study uses the theoretical framework of public relations roles research (Broom & Smith, 1979; Dozier, 1983; Dozier & Broom, 2006) to examine the roles performed by new public relations practitioners with five or fewer years of professional experience. Recently, social media tasks have become increasingly prevalent in the practice of public relations (Wright & Hinson, 2009b). Observation has shown that professionals with five or fewer years of experience perform these tasks far more often than more experienced practitioners. This qualitative study explores this phenomenon through in-depth interviews with new public relations practitioners across the U.S. from a variety of organizational settings. The findings from this study provide insight on (1) why new professionals are performing this role, (2) whether social media tasks are being performed as a manager or technician function, and (3) what the implications are of new professionals focusing on this role. This study differs from other roles research in that it focuses on new practitioners and looks at their perspective of the roles they perform. This study is designed to benefit new public relations practitioners and the future of the public relations profession by determining whether new professionals are obtaining the diversity of skills necessary to advance the profession or whether new methods of training and assigning tasks should be assessed.
