Public relations channel "repertoires": Exploring patterns of channel use in practice

While public relations practitioners may use any number of channels to accomplish organizational objectives, research has focused on the use of single communication channels in isolation from other available channels. The purpose of this exploratory study is to identify the common combinations of channels or "channel repertoires" that practitioners use to reach their publics. Analyses of survey data (N = 504) of practitioners from five countries revealed four distinct patterns or repertoires of channels. The results also indicated that many public relations functions predict the use of certain repertoires, and explained which functions of public relations use more channels than others. The findings have implications for theory building, practice, and pedagogy on planning and engagement with publics.