The current nature of public relations practitioner roles in brand activism in organisations in South Africa

Abstract

This study investigates the current nature of public relations practitioner roles in brand activism in organisations in South Africa. The researcher used Role Theory as a theoretical framework to answer the research question: “What is the current nature of public relations practitioner roles in brand activism?” The researcher adopted a qualitative approach for this study. Through this approach, the researcher was able to gauge practitioners’ understanding of brand activism in South African organisations, and the role (if any) undertaken by public relations practitioners in this activity. Some of the findings indicate that the participants enact several roles within their organisations, including the manager and technician role. The findings also show that organisations in South Africa are not engaging in brand activism as robustly as their American or European counterparts. Several of the participants, while displaying an understanding of brand activism, were of the opinion that public relations practitioners should have a role to play in brand activism, should their organisation participate therein. Brand activism is an emerging corporate activity, and, as more organisations begin to participate in brand activism, a new role for public relations practitioners may emerge. It is recommended that further research be conducted to better understand the potential role that public relations practitioners could play in this function. This will empower public relations practitioners to manage the function effectively.