05 Knowledge Management Capabilities and Public Relations: Identifying the Role of Public Relations Officers in University of Pakistan

Abstract

This research examines the effects of knowledge management capabilities in determining the roles and work duties of Public Relations Officers (PROs) in universities of Pakistan. It is an attempt to identify the existing cultural, structural and technological levels of knowledge management of the PR practitioners in universities. Framework of Knowledge management approach has been applied to propose policies and strategies to the higher-level management in universities for PR practices. An online survey was conducted to collect the response of public relations officers working in Higher Education Commission (HEC) recognized public and private universities. Results of the study suggest that Results of the study suggest that job experience is not an obligatory prerequisite to perform the professional PR roles at universities. Furthermore, this study also concludes that PR professionals can perform their jobs even in the absence of advanced technology.