Determining factors leading to strategic management PR practitioner roles

• Consultants and managers have more experience than manager and technicians.• Men and women equally held managerial positions.• Agency practitioners were less likely to function as strategic planners.• Findings suggest that periodic studies are required.This study used multinomial logistic regression to assess if relationships existed between practitioners’ college coursework, years of experience, and their subsequent public relations (PR) role. A number of significant relationships were found consistent with the implementation of recent PR coursework recommendations and the transitional state of PR practitioner and organizational characteristics. Consultants and managers possessed more experience than manager/technicians and technicians; men and women equally held managerial positions; and agency practitioners were less likely to function as strategic planners. This research suggests that periodic studies are required to assess current college PR student coursework and required PR practitioner skill-sets.