Managing the Role Stress of Public Relations Practitioners in International Schools

Abstract

This article examines the diverse role and work of public relations practitioners in the growing body of international schools. It examines evidence of ‘role stress’ in the form of the subsets of role overload, role ambiguity, role conflict and role preparedness. Three particular aspects were identified. The role seems prone to change alongside the sudden and unplanned development of the school. An organizational culture of an informal, isolationist and highly individualistic nature seems to exist. The character of personality also seems to be a factor. Possible strategies for managing role stress are then discussed. The overall list of tasks might be cut, and some tasks delegated. A more detailed job description within a planned framework could be produced. A restructuring process within the school might simplify role diversification. These strategies seem to provide a forum for research and partnership for the newly emerging Alliance for International Education