Realignment of public relations in the value chain for improved organisational ethics in South Africa

Abstract

There is little doubt that public relations faces an identity crisis threatening to relegate this troubled organisational function permanently to the sidelines, unless it succeeds in reinventing itself. Such reinvention is mooted by a number of authors who propose the solution that public relations should rename itself. However, as others are quick to point out, renaming will not be the only solution, and a more extensive realignment of public relations is needed. The reinvention of public relations pertains specifically to its role in the organisation, its reputation (currently negative), and its contribution to the organisation's strategy and ethics. This thesis examines the problems beleaguering public relations and proposes that Porter's value chain analysis be used as the foundation for the reinvention of public relations. Arguments in support of the use of Porter's value chain analysis are presented, and empirical evidence supporting the likelihood of this approach succeeding is sought - and found. In conjunction with the problems surrounding public relations, the ethical landscape of the 21st Century is investigated with specific reference to unethical organisational practices so prevalent today. In proposing that Porter's value chain analysis be used to reinvent public relations, the thesis also argues that public relations can play a role in ensuring greater ethical responsibility of organisations. The relationship between public relations and marketing, so long a thorn in the side of public relations practitioners, academics, and authors, is clarified, and the organisational position of public relations is addressed. Finally, the thesis argues that public relations should see itself as a support activity in the organisation, where it is involved in organisation-wide communication support to all of the primary activities that are carried out to seek, find, create, and deliver value to customers.