Two managerial public relations roles in the South African context
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 qualitati...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1702 |
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| _version_ | 1832593748288077824 |
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| author | Benita Steyn Tery Everett |
| author_facet | Benita Steyn Tery Everett |
| author_sort | Benita Steyn |
| collection | DOAJ |
| description |
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).
|
| format | Article |
| id | doaj-art-044ca534df0044138e54d0744d613331 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-044ca534df0044138e54d0744d6133312025-01-20T08:52:57ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0128110.36615/jcsa.v28i1.1702Two managerial public relations roles in the South African contextBenita Steyn0https://orcid.org/0000-0002-3834-6336Tery Everett1Cape Peninsula University of TechnologyCape Peninsula University of Technology 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). https://journals.uj.ac.za/index.php/jcsa/article/view/1702public relations (PR)PR manager roleSouth African contextinternational comparative studyStage 3UK |
| spellingShingle | Benita Steyn Tery Everett Two managerial public relations roles in the South African context Communicare public relations (PR) PR manager role South African context international comparative study Stage 3 UK |
| title | Two managerial public relations roles in the South African context |
| title_full | Two managerial public relations roles in the South African context |
| title_fullStr | Two managerial public relations roles in the South African context |
| title_full_unstemmed | Two managerial public relations roles in the South African context |
| title_short | Two managerial public relations roles in the South African context |
| title_sort | two managerial public relations roles in the south african context |
| topic | public relations (PR) PR manager role South African context international comparative study Stage 3 UK |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1702 |
| work_keys_str_mv | AT benitasteyn twomanagerialpublicrelationsrolesinthesouthafricancontext AT teryeverett twomanagerialpublicrelationsrolesinthesouthafricancontext |