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The role perceptions of public relations practitioners in South Africa
Author(s)
Venter, Barend Pieter
Date Issued
2004
Type
Thesis
Publisher
Cape Technikon
Abstract
The role of public relations as a management function is currently under discussion
among public relations practitioners in South Africa. PRISA - the Institute for Public
Relations and Communication Management (Southern Africa) has also immersed
itself in this discussion and is actively involved in a number of activities aiming at
repositioning public relations as a strategic management function. This discussion
is the latest development in a discourse on the role of public relations spanning a
number of decades, and is a logical outcome of an evolution of the understanding of
the contribution that public relations makes to the success of organisations.
The discussion, however, has several dimensions - the role of pUblic relations in
regard to marketing; the contribution that public relations makes to integrated
marketing communication; and the role of public relations as a management
function on the top level of the organisation. Clarity about, and an understanding of,
the role of public relations in the organisation is therefore crucial to the practical
implementation of "new" thinking on public relations.
Literature - especially in the sphere of public relations - seeks to give theoretical
manifestation to a relatively young discipline seeking to carve its own niche in the
organisational sphere of operation. While a number of authors agree on the
valuable contribution that public relations can make to the organisation's strategic
success, some measure of confusion seems to exist regarding the precise
relationship between public relations and other functional departments within the
organisation, most notably marketing and marketing communication.
among public relations practitioners in South Africa. PRISA - the Institute for Public
Relations and Communication Management (Southern Africa) has also immersed
itself in this discussion and is actively involved in a number of activities aiming at
repositioning public relations as a strategic management function. This discussion
is the latest development in a discourse on the role of public relations spanning a
number of decades, and is a logical outcome of an evolution of the understanding of
the contribution that public relations makes to the success of organisations.
The discussion, however, has several dimensions - the role of pUblic relations in
regard to marketing; the contribution that public relations makes to integrated
marketing communication; and the role of public relations as a management
function on the top level of the organisation. Clarity about, and an understanding of,
the role of public relations in the organisation is therefore crucial to the practical
implementation of "new" thinking on public relations.
Literature - especially in the sphere of public relations - seeks to give theoretical
manifestation to a relatively young discipline seeking to carve its own niche in the
organisational sphere of operation. While a number of authors agree on the
valuable contribution that public relations can make to the organisation's strategic
success, some measure of confusion seems to exist regarding the precise
relationship between public relations and other functional departments within the
organisation, most notably marketing and marketing communication.
Additional information
Thesis (MTech (Public Relations Management))--Cape Technikon, 2004
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