Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011. / The research is based on the use of public relations methods by non-profit organisations that operate in the city of Cape Town in the Western Cape Province. The public relations function is often seen as a function that does not appeal to the bottom line, namely, bringing in profits to organisations. Contrary to this belief, the stakeholder theory of public relations emphasises the triple bottom line approach, which focuses on people, planet and profit. The third quarter of the year 2008 brought about an economic downturn in international markets. The repercussions of the recession that began in 2008 had a ripple effect that had an adverse impact on non-profit organisations. Not only did some businesses have to close down, but others had to re-align their purpose and role in society. They had to decide which causes were worthy of their donations, and whether these were strategically aligned with what the donor organisation wanted to achieve in their corporate social investment strategies. One of the sectors that took a knock from the recession was the third sector, also referred to as non-profit organisations. This sector already relies on donations from the corporate sector, philanthropists and subsidies from government. It has become necessary now for the third sector to become creative in finding methods of sustainability in order to continue to render their services. In the light of the current global economic crisis, there is now even more pressure for this sector to be proactive and creative in their methods of raising funds. The research attempts to find out which public relations methods non-profit organisations are utilising in order to raise funds and whether these methods are of any assistance in achieving the fundraising goals. The research also tests the relevance of themes such as relationship management, reputation management and the impact of consistency of communication with stakeholders.

M.Com. (Communications) / The purpose of this study was to place public relations officer in perspective internal and external social responsibility. the role of the with regard to make this possible, an in-depth qualitative study was undertaken, which was primarily based on a literature study. The concept of social responsibility was defined by situating the essence and extent of social responsibility within the theory of public relations. The' discussion of social responsibility was done within the perspective of the social system, and a system theoretical 'orientation -to social responsibility and public relations was explored. A clear distinction was drawn between internal and external social responsibility. The situation of social responsibility within the public relations domain was investigated by means of a critical analysis. This showed that the role of the public relations officer will have to change to accommodate new demands, and that a new corporative communications image of social responsibility has become necessary. The identification of specific problems in South Africa was discussed, and the development of a socially responsible policy based on these problems, received attention. Attention was given to the to facilitate the public social responsibility role of corporate communication relations officer in executing In conclusion, a qualitative research was conducted to analyse the attitude of a group of industrialists on the East Rand with regard to social responsibility. This was followed by a discussion of the results and conclusions of the study, and recommendations based on the findings of the research.

D.Litt. et Phil. / The main objective of this study is to determine the role of the communications manager in the changing South African business environment and the compilation of a contextual sensitive generic framework of the required outputs for communications managers in South African organisations. With this objective in view, a comprehensive theoretical study has been conducted to determine the role of public relations as a organisational sub-system, based on the principles of the systems approach. The main inward and outward public relations functions and xv the role of the communications manager as cosmopolitan on the border between the organisation and the environment has thereafter been discussed. As a result thereof, it became apparent that an integrated approach to communications is central to the effectiveness of public relations in a dynamic business environment. The validity and approaches of existing models of public relations have been evaluated as a basis for the development of an integrated public relations model. The integrated communication approach to public relations suggests that public relations cannot function in isolation of the other sub-systems in the organisation and that the public relations function is directly influenced hereby. With the integrated communication approach as basis, the influence of change and the socioeconomic implications thereof for public relations in South Africa have been determined. The implications of the intended standardisation in terms of the National Qualifications Framework (NQF), the state of professionalisation of the public relations profession in South Africa and the requirements for competence in communication, have been determined by means of an in-depth theoretical inquiry and discussions with enlightened individuals and institutions. As a result, a generic framework for communications management in the South African business environment has been compiled with a view to contribute to the determination of the requirements for public relations in terms of the essential outputs as will be defined by the NQF. In the final section the proposed generic framework has been empirically tested on the basis of personal interviews conducted with communications managers of thirty of the Top 100 organisations in South Africa. After the results have been analysed and the implications discussed, the conclusion was reached that the proposed contextual sensitive generic framework has succeeded in expressing the essential outputs, as defined in the existing business environment. The framework was then interpreted in accordance with the levels of work and the implications for the state of public relations, as well as for research in this area, pointed out. The study illustrates the importance of the role of communications management in the South African business environment and presents a valuable contribution by creating an output model as basis for the suggested standardisation in terms of the NQF.

Please read the abstract in the section 00front of this document / Thesis (DCom)--University of Pretoria, 2006. / Marketing Management / DCom / Unrestricted

This treatise provides an overview of the American style of school public relations and suggests the possibilities for the positive impact such a treatise could have within the South African educational realm. Three models of school PR are proposed in this treatise in view of the fact that there is no one-size-fits-all kind of approach to school public relations. Schools differ in size either physically or financially, and these differences can have an impact on the extent to which public relations would be practised. Thus each model is described according to the practise of a minimum, standard and an advanced school PR plan. These models strive to provide either a starting point for implementing a PR plan; or a checklist for schools who already practise some form of PR. The nature and scope of public relations is explored within three selected South African public schools in Uitenhage to establish the extent to which the Modern Age of School Public Relations has “arrived”. Based on the research findings it can be deduced that most schools practise some form of PR, whether strategically planned or spontaneously, as the need arises. However, although it is apparent that the Modern Age of school public relations is being set in motion, it must be expanded on and progressed to incorporate all the facets of a proactive systematic PR plan. The content of this research paper details a step-by-step approach for South African schools to start a planned public relations programme. Furthermore taking into account current trends it proposes ideas to involve learners, staff and parents in the planning and implementation of strategic public relations in an attempt to achieve the school’s objectives and validate its vision. This treatise aims to provide a foundation for exploring the current practise of public relations within the educational environment and could stimulate further study by investigating and evaluating the PR of all class ranks of South African schools.

The profession of public relations has suffered negative associations and connotations as far as its role and practice are concerned. Alongside these, there are theories put forward within the field suggesting ways that could be used to assist public relations practitioners to become more successful in serving their organisations, marketing their organisation’s corporate image as well as reversing public relations’ negative legacy which has long existed as suggested by Steyn and Puth. This treatise argues that the real situation of the practice of public relations, its roles and the successes of PR practitioners in marketing the corporate image of their organisation might differ from what theories proposed. Thus this study seeks and intends to correlate what has been theorized with current practice in the profession. In addition, this study reflects and corroborates public relations practitioners’ roles in marketing the corporate image of organisations within the proposed new strategic role and through the existing traditional roles as compared to theory. Finally, this study also helps establish required changes to the traditional roles of the practitioners with the aim of reflecting the current situations in the existing selected organisations. In order to achieve the objectives of this study, the views and perceptions of public relations practitioners and managers of selected organisations were examined through a survey by questionnaire. This data was then analysed to determine their roles in marketing the corporate image of organisations in terms of the new strategic role and through the existing traditional roles as compared to theory. The sample included public relations practitioners and chief executive officers of Goodyear Tyre and Rubber Holdings (Pty) Ltd , Nelson Mandela Bay Municipality and Transnet National Ports Authority. The findings seem to support the hypotheses of the study in concluding that: The strategic roles identified in theory such as the solution around the myth and allegory of success in the practice and profession of public relations might not be realised in current practice, and Public relations practitioners’ effectiveness in marketing the corporate image of their organisations is affected by the way their roles are perceived within organisations. It is the hope of the researcher that, the findings of this investigation will set foundations for further research on the assessment and estimation of the practice of the public relations practitioners in marketing the corporate image of organisations.

Crisis communication has emerged as a specialised study field for public relations scholars and practitioners in the past 17 years. It is suggested that several gaps in current crisis communication literature exist. A notable focus has been given to the planning, prevention and recovery stages with lesser attention placed on the crisis response stage. A comprehensive conceptual framework to guide communication decision-makers during this critical period has not yet been developed. In addition, crisis communication studies appear to be predominantly Western based. This qualitative study attempts to address these gaps. The focus is on the crisis response stage, with particular emphasis on communication with the journalists who work for media organisations. It is acknowledged that the success of a crisis management effort is profoundly affected by what an organisation says and does during a crisis - termed the crisis response (Benoit 1997; Coombs 2004). Literature and data drawn from South African case studies is translated into a conceptual framework which acknowledges the importance of context, flexibility and constant feedback/monitoring of the environment on crisis communications. The findings of this qualitative study are in line with the current post-modern organisational values that are increasingly emphasised in national and international literature. The study especially makes a unique contribution by applying these values to a conceptual model of communication between the organisation and the media during times of crisis. The model is designed to assist an organisation to protect its image during a crisis in the following ways: * Convince the media that there is no crisis (in the case of unfounded rumours); * Encourage them to view the crisis in a less negative light by acknowledging the organisation's interpretation of events. * Influence the media to see the organisation more positively through the effective management of the crisis. / Communication Science / D. Litt. et Phil. (Communication)

Thesis (M.Tech.: Public Relations Management)-Durban University of Technology, 2007. iv, 165 leaves. / This dissertation is a qualitative examination into a debatable view of the interaction between public relations and marketing in which one supports the other leading to an interactional outcome. Public relations is different from marketing in several ways. Their boundaries, however, often overlap, for example, both deal with an organisation’s relationships and employ similar communication tools to reach the public. Both functions have an ultimate purpose which is ensuring an organisation’s success and economic survival. Public relations and marketing, however, approach this task from somewhat different perspectives, or world views. In some instances public relations is seen as a separate entity when compared to marketing. The study investigates the current trends with the main objective of investigating the interaction/synergy between the public relations and marketing departments of seven major companies in the greater Durban area. These companies were interviewed based on their location and willingness to participate in the study. The seven companies researched for the purpose of the study were ABI Coke, Toyota, Sentec, ABSA, Sanlam, Natal Sharks Rugby Union and Lifestyle Communication: Chatsworth Centre.

Thesis (M.Tech.: Public Relations Management)-Durban University of Technology, 2007. iv, 165 leaves. / This dissertation is a qualitative examination into a debatable view of the interaction between public relations and marketing in which one supports the other leading to an interactional outcome. Public relations is different from marketing in several ways. Their boundaries, however, often overlap, for example, both deal with an organisation’s relationships and employ similar communication tools to reach the public. Both functions have an ultimate purpose which is ensuring an organisation’s success and economic survival. Public relations and marketing, however, approach this task from somewhat different perspectives, or world views. In some instances public relations is seen as a separate entity when compared to marketing. The study investigates the current trends with the main objective of investigating the interaction/synergy between the public relations and marketing departments of seven major companies in the greater Durban area. These companies were interviewed based on their location and willingness to participate in the study. The seven companies researched for the purpose of the study were ABI Coke, Toyota, Sentec, ABSA, Sanlam, Natal Sharks Rugby Union and Lifestyle Communication: Chatsworth Centre.

Crisis communication has emerged as a specialised study field for public relations scholars and practitioners in the past 17 years. It is suggested that several gaps in current crisis communication literature exist. A notable focus has been given to the planning, prevention and recovery stages with lesser attention placed on the crisis response stage. A comprehensive conceptual framework to guide communication decision-makers during this critical period has not yet been developed. In addition, crisis communication studies appear to be predominantly Western based. This qualitative study attempts to address these gaps. The focus is on the crisis response stage, with particular emphasis on communication with the journalists who work for media organisations. It is acknowledged that the success of a crisis management effort is profoundly affected by what an organisation says and does during a crisis - termed the crisis response (Benoit 1997; Coombs 2004). Literature and data drawn from South African case studies is translated into a conceptual framework which acknowledges the importance of context, flexibility and constant feedback/monitoring of the environment on crisis communications. The findings of this qualitative study are in line with the current post-modern organisational values that are increasingly emphasised in national and international literature. The study especially makes a unique contribution by applying these values to a conceptual model of communication between the organisation and the media during times of crisis. The model is designed to assist an organisation to protect its image during a crisis in the following ways: * Convince the media that there is no crisis (in the case of unfounded rumours); * Encourage them to view the crisis in a less negative light by acknowledging the organisation's interpretation of events. * Influence the media to see the organisation more positively through the effective management of the crisis. / Communication Science / D. Litt. et Phil. (Communication)