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An assessment of the role of the Public Relations strategist in Lesotho
Author(s)
Maieane, Lerato
Date Issued
2024
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Public Relations (PR) strategists contribute to the achievement of the organisational goals
by addressing the societal needs of stakeholders through grafted communication
strategies that enhance the stakeholder trust, and good relations with the organisation
and in turn influence perception and create a good reputation and image for the
organisation. This paper explores the conceptualisation of the PR strategies in Lesotho
with multifaceted functions of PR that include stakeholder engagement, brand and
reputation management, media relations, crisis management, environmental scanning,
development of communication strategy, corporate social responsibility, and budget
development. It provides insight into whether the practice of PR role adds value to
organisations by contributing to the dominant coalition, corporate strategy development,
crisis management, and at the macro-level. Drawing from the reflective paradigm of public
relations, the research used a semi-structured interview guide and conducted in-depth
interviews with PR practitioners and CEOs in Lesotho from different sectors to understand
the conceptualisation of the role of the PR strategist in Lesotho. The findings of the study
show that the role of the PR strategist in Lesotho is largely conceptualised at the
managerial, or meso level of the organisation. The majority of PR strategists do not
participate in the dominant coalition where decisions are made. PR strategists in Lesotho
do not contribute strategically to the attainment of the organisational goals including non financial goals which contribute to the development of the enterprise strategy. It is
recommended that the role of the PR strategist in Lesotho be expanded to the macro
level if organisations are to derive maximum value from PR.
by addressing the societal needs of stakeholders through grafted communication
strategies that enhance the stakeholder trust, and good relations with the organisation
and in turn influence perception and create a good reputation and image for the
organisation. This paper explores the conceptualisation of the PR strategies in Lesotho
with multifaceted functions of PR that include stakeholder engagement, brand and
reputation management, media relations, crisis management, environmental scanning,
development of communication strategy, corporate social responsibility, and budget
development. It provides insight into whether the practice of PR role adds value to
organisations by contributing to the dominant coalition, corporate strategy development,
crisis management, and at the macro-level. Drawing from the reflective paradigm of public
relations, the research used a semi-structured interview guide and conducted in-depth
interviews with PR practitioners and CEOs in Lesotho from different sectors to understand
the conceptualisation of the role of the PR strategist in Lesotho. The findings of the study
show that the role of the PR strategist in Lesotho is largely conceptualised at the
managerial, or meso level of the organisation. The majority of PR strategists do not
participate in the dominant coalition where decisions are made. PR strategists in Lesotho
do not contribute strategically to the attainment of the organisational goals including non financial goals which contribute to the development of the enterprise strategy. It is
recommended that the role of the PR strategist in Lesotho be expanded to the macro
level if organisations are to derive maximum value from PR.
Additional information
Thesis (Master of Public Relations and Communication Management)--Cape Peninsula University of Technology, 2024
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