To explore the subjective dimensions of public relations practitioner orientations toward their profession in the context of the organizational roles they play, this study combined characteristics of both large-sample survey research and indepth, intensive inquiry. Membership lists of the Public Relations Society of America, the International Association of Business Communicators, the Public Relations Club of San Diego, and Women in Communications were used to survey public relations practitioners in the San Diego, California, area by mail. From the 172 respondents, 28 subjects were selected for intensive study. Analysis of the findings identified four public relations practitioner types: the upwardly mobile practitioner, the creative artistic practitioner, the committed proactive practitioner, and the literary scientific practitioner. Individuals of the upwardly mobile type expressed positive opinions about their profession and fellow practitioners. They viewed themselves as sensitive supervisors who practiced good public relations and moved up the organizational ladder. The creative artistic type wanted more say in decisions, but not at the expense of the spontaneity and emotional involvement in the public relations process. The committed proactive practitioner felt that public relations was more than just a technique and saw a need for improvement in the profession. Finally, the literary scientific type also felt that the profession should be evaluated, but held no special regard for the organization nor saw ethics as particularly relevant to the practice of public relations. They regarded public relations as an applied social science. (HOD)