Reflections on the state of public relations in the South African market-place: a research survey

Abstract

Public relations is a discipline finding itself on the metaphorical banks of the Rubicon: It is seeking to position itself as a significant player in the marketing and management field. Endeavours to achieve a higher state of strategic significance are already underway under the auspices of the official body for public relations: PRISA. However, the question needs to be asked whether public relations practitioners are themselves ready to become strategically significant players, and whether they understand the contribution that their function can make to organisational success. This debate in the communication community, and perceptions of public relations practitioners, form the focus of a research survey recently carried out. This survey investigates the relationship between the function of public relations and other management functions, including marketing, marketing communication, and strategic management, and establishes what public relations practitioners' views are regarding their role vis-a-vis these management functions.