Applying Broom's Role Scales to Thai Public Relations Practitioners
Format of Original
Public Relations Review
Original Item ID
This ankle used Broom's role scales to examine roles behaviors of Thai public relations practitioners to see if they perceive their roles similarly to their American counterparts. Four factors and one isolate emerged from the factor analysis: manager, communication liason, media relation specialist, graphic technician, and editor.
Overall, Broom's role scales appear to have a cross-cultural application, at least with the Thai sample. The manager and communication liaison factors found in this study were consistent with the findings in a series of role studies conducted by Broom and Dozier.