CEO Expectations in terms of PR roles
The aim of this empirical study was to determine the chief executive’s role expectations of the most senior manager or practitioner responsible for the corporate communication (public relations) function in the organisation, in terms of the PR strategist (a strategic role at top management level),...
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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/1837 |
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| _version_ | 1832593801645916160 |
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| author | Benita Steyn |
| author_facet | Benita Steyn |
| author_sort | Benita Steyn |
| collection | DOAJ |
| description |
The aim of this empirical study was to determine the chief executive’s role expectations
of the most senior manager or practitioner responsible for the corporate communication
(public relations) function in the organisation, in terms of the PR strategist (a strategic
role at top management level), the PR manager and the PR technician. A
conceptualisation of the role of PR strategist preceded the empirical study, differentiating
it from the historical roles of PR manager and PR technician. The most important finding
was that CEOs in the sample empirically verified the conceptualised role of the PR
strategist.
In view of the findings of the Excellence Study that shared expectations between top
management and the corporate communication manager should exist for an organisation
to achieve excellent communication (Dozier, Grunig & Grunig 1995), this study made
an important contribution by establishing a benchmark regarding CEO expectations of
the most senior manager responsible for the corporate communication function
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| format | Article |
| id | doaj-art-d6ce142ad883414e9de5771fec05279e |
| 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-d6ce142ad883414e9de5771fec05279e2025-01-20T08:49:55ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0119110.36615/jcsa.v19i1.1837CEO Expectations in terms of PR rolesBenita Steyn 0https://orcid.org/0000-0002-3834-6336University of Pretoria The aim of this empirical study was to determine the chief executive’s role expectations of the most senior manager or practitioner responsible for the corporate communication (public relations) function in the organisation, in terms of the PR strategist (a strategic role at top management level), the PR manager and the PR technician. A conceptualisation of the role of PR strategist preceded the empirical study, differentiating it from the historical roles of PR manager and PR technician. The most important finding was that CEOs in the sample empirically verified the conceptualised role of the PR strategist. In view of the findings of the Excellence Study that shared expectations between top management and the corporate communication manager should exist for an organisation to achieve excellent communication (Dozier, Grunig & Grunig 1995), this study made an important contribution by establishing a benchmark regarding CEO expectations of the most senior manager responsible for the corporate communication function https://journals.uj.ac.za/index.php/jcsa/article/view/1837executive’s role expectationssenior managercorporate communicationPR strategisPR managerPR technician |
| spellingShingle | Benita Steyn CEO Expectations in terms of PR roles Communicare executive’s role expectations senior manager corporate communication PR strategis PR manager PR technician |
| title | CEO Expectations in terms of PR roles |
| title_full | CEO Expectations in terms of PR roles |
| title_fullStr | CEO Expectations in terms of PR roles |
| title_full_unstemmed | CEO Expectations in terms of PR roles |
| title_short | CEO Expectations in terms of PR roles |
| title_sort | ceo expectations in terms of pr roles |
| topic | executive’s role expectations senior manager corporate communication PR strategis PR manager PR technician |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1837 |
| work_keys_str_mv | AT benitasteyn ceoexpectationsintermsofprroles |