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Journalists and public relations practitioners : different role perspectives
Author(s)
Owanda, Annette Marina Soungue
Date Issued
2010
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Main objectives
The purpose of this study is to investigate the dual perceptions of a selected group of public
relations practitioners and journalists, who interact at Media24 (the print media business section of
Naspers, a leading multinational media group) in CapeTown. These perceptions, by public
relations practitioners and journalists, are of self and each other's professional objectives, skills and
ability, function, and their relationships. The research aims to determine whether it is possible,
through perception definition of each category from two points of view (perception of self and
perception of other), to find sufficient common grounds first to understand and then to optimise
the relationship between public relations practitioners and journalists.
Research design and methodology
An accidental quota, non-random sample of 15 (fifteen) journalists and 15 (fifteen) public relations
practitioners was selected based on their interaction at Media24 in CapeTown. A single self administered
questionnaire distributed to the combined sample group was used to gather data.
The results obtained from the questionnaire were analysed in three parts; a) the combined group
of journalists and public relations practitioners; b) public relations practitioners only and c)
journalists only. Analysis, conclusions and recommendations included a comparison of the
differences and similarities between the two groups.
Keyfindings
Keyfindings include:
The majority of public relations practitioners interacting with Media24 on a corporate
communication level do not belong to a professional body.
The majority of public relations practitioners interacting with Media24 on a corporate
communication level lacked clarity in defining their own professional objectives and functional role.
The self-perception of the majority of public relations practitioners interacting with Media 24 on a
corporate communication level was less positive than the perceptions of the journalists of public
relations practitioners.
The purpose of this study is to investigate the dual perceptions of a selected group of public
relations practitioners and journalists, who interact at Media24 (the print media business section of
Naspers, a leading multinational media group) in CapeTown. These perceptions, by public
relations practitioners and journalists, are of self and each other's professional objectives, skills and
ability, function, and their relationships. The research aims to determine whether it is possible,
through perception definition of each category from two points of view (perception of self and
perception of other), to find sufficient common grounds first to understand and then to optimise
the relationship between public relations practitioners and journalists.
Research design and methodology
An accidental quota, non-random sample of 15 (fifteen) journalists and 15 (fifteen) public relations
practitioners was selected based on their interaction at Media24 in CapeTown. A single self administered
questionnaire distributed to the combined sample group was used to gather data.
The results obtained from the questionnaire were analysed in three parts; a) the combined group
of journalists and public relations practitioners; b) public relations practitioners only and c)
journalists only. Analysis, conclusions and recommendations included a comparison of the
differences and similarities between the two groups.
Keyfindings
Keyfindings include:
The majority of public relations practitioners interacting with Media24 on a corporate
communication level do not belong to a professional body.
The majority of public relations practitioners interacting with Media24 on a corporate
communication level lacked clarity in defining their own professional objectives and functional role.
The self-perception of the majority of public relations practitioners interacting with Media 24 on a
corporate communication level was less positive than the perceptions of the journalists of public
relations practitioners.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2010
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