Examining strategic public relations role typologies in the context of organizational communication satisfaction

The roles of public relations in the public promotion profession; Communication satisfaction of the product also plays a key role for business employees. In this research, the relationship between the roles and scores created in public relations in Türkiye and their communication satisfaction is examined through comparative analysis of their exchanges with the public working in the organization and the public sales agency. Theorizing the research about roles consists of the cylinder in Steyn and Green's (2006) role typologies and the Communication Satisfaction Dimensions of Downs and Hazen (1971). This research aims to reveal the strategic roles of public relations practitioners working in national or local organizations and public relations agencies in Turkey and to reveal the relationship between these strategic roles and organizational communication satisfaction. In this research, which was designed as a qualitative research multiple case study design, two focus groups consisting of five people selected by simple criterion sampling method and eight people were interviewed. As a result of focus group research and interviews, it was seen that public relations practitioners in Turkey fulfill the strategic roles of public relations strategist, public relations trainer, public relations manager and public relations technician. In this context, it has been determined that practitioners carry out strategic management and attach importance to strategic management. It has been observed that organization and agency public relations practitioners carry out relationship building with stakeholders, symmetrical agenda management (sometimes symmetrical and sometimes asymmetrical) in accordance with the strategic communication approach, but do not do "environment scanning, identification of stakeholders, stakeholder segmentation". Practitioners and organizations attach importance to social values and carry out social responsibility and sponsorship activities in order to establish a balance between their goals and the values of the society. Public relations practitioners achieve a high level of satisfaction in all dimensions of organizational communication satisfaction. It has been determined that there is a positive and strong relationship between the strategic roles of public relations role typologies and organizational communication satisfaction. It has been observed that public relations practitioners' high level of organizational communication satisfaction contributes positively to their strategic roles. Keywords: Strategic public relations, role, strategist, trainer, manager, technician, organizational communication satisfaction, organizational communication satisfaction dimensions, interview, focus group.