Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/3525
Title: Two managerial public relations roles in the South African context : findings of stage 3 of an international comparative study
Authors: Steyn, Benita
Keywords: Public relations;Management;South Africa
Issue Date: 2009
Publisher: South African Communication Association
Source: Steyn, B. (2009). Two managerial public relations roles in the South African context : findings of stage 3 of an international comparative study. Communicare: Journal for Communication Sciences in Southern Africa, 20(1): 103-125
Abstract: This article reports the findings of Stage 3 of an international collaborative research programme, its point of departure being that public relations (PR) roles researchers have largely ignored research in the management domain in their conceptualisation of the PR manager role. (The first qualitative stage was conducted in the US and UK, and the second, quantitative stage in the UK). In the third stage, the UK study was replicated in South Africa (SA) to map and compare the main elements of management performed by PR managers working globally in a range of organisational settings and in different cultural contexts (with a view to reconceptualising the PR manager role). While the UK research found five empirical PR roles, the final parsimonious 2-factor solution accepted in the SA study was labelled the strategic public relations manager (a strategic role at the macro or societal level), and the operational public relations manager (a functional role at the middle-management level).
URI: http://hdl.handle.net/11189/3525
http://reference.sabinet.co.za/document/EJC27722
ISSN: 02590069
Rights: http://creativecommons.org/licenses/by-nc-sa/3.0/za
Appears in Collections:FID - Journal Articles (DHET subsidised)

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