Abstract Most research on public relations (PR) roles takes the starting point of PR as an indispensable boundary-spanning function. Context may explain how PR is performed and which skills are important, but not the degree to which PR is necessary. In this article, we tackle the latter question by identifying and discussing the role of the low-flying communicator in the Danish region of North Jutland. The study is based on individual and focus group interviews with communication practitioners and students. The results show that many regional companies have established a communicative comfort zone “under the radar” of public attention. This leads to recruitment problems. Companies are less visible in the labour market and depend on graduates who stay in the region for personal reasons. A certain unwillingness to cross boundaries of social and public spaces feeds into sense-making but also contestable role understandings of PR practice and education in regional contexts.

中文翻译：

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低飞的传播者

摘要大多数关于公共关系（PR）角色的研究都将PR的起点作为必不可少的跨界功能。上下文可以解释PR的执行方式以及哪些技能很重要，但不能解释PR的必要程度。在本文中，我们通过识别和讨论低飞的传播者在北日德兰半岛的丹麦地区中的作用来解决后一个问题。该研究基于对传播从业人员和学生的个人访谈和焦点小组访谈。结果表明，许多地区性公司都在公众关注的“雷达之下”建立了一个交流舒适区。这导致招募问题。公司在劳动力市场上鲜为人知，并且由于个人原因而依赖留在该地区的毕业生。