Reflections on the state of public relations in the South African market-place: a research survey
Loading...
Date
2004
Authors
Van der Merwe, Johann
Venter, Ben-Piet
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
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.
Description
Keywords
Public relations, Marketing, Management, PRISA, Organisational success, Strategic management, Marketing communication
Citation
Van der Merwe, J., & Venter, B. (2004). Reflections on the state of public relations in the South African market-place: a research survey. Communitas, 9(1), 133-151.1.