Thesis (MTech (Public Relations Management))--Cape Technikon, 2004 / The role of public relations as a management function is currently under discussion among public relations practitioners in South Africa. PRISA - the Institute for Public Relations and Communication Management (Southern Africa) has also immersed itself in this discussion and is actively involved in a number of activities aiming at repositioning public relations as a strategic management function. This discussion is the latest development in a discourse on the role of public relations spanning a number of decades, and is a logical outcome of an evolution of the understanding of the contribution that public relations makes to the success of organisations. The discussion, however, has several dimensions - the role of pUblic relations in regard to marketing; the contribution that public relations makes to integrated marketing communication; and the role of public relations as a management function on the top level of the organisation. Clarity about, and an understanding of, the role of public relations in the organisation is therefore crucial to the practical implementation of "new" thinking on public relations. Literature - especially in the sphere of public relations - seeks to give theoretical manifestation to a relatively young discipline seeking to carve its own niche in the organisational sphere of operation. While a number of authors agree on the valuable contribution that public relations can make to the organisation's strategic success, some measure of confusion seems to exist regarding the precise relationship between public relations and other functional departments within the organisation, most notably marketing and marketing communication.

This study determined attitudes held by television reporters nationwide toward PR practitioners' demonstrated knowledge of the technical side of television news. Findings. that emerged from the study were: 1. Television reporters were undecided whether practitioners needed an educational background in PR, and believed they needed an educational but not a professional background in television reporting. 2. They believed practitioners knew too little and should improve their knowledge, and that practitioners' employers would benefit therefrom. 3. They valued the assistance of practitioners. 4. There were moderate degrees of off-the-job contact and interest therein. 5. They divided evenly on the question concerning practitioners' specific demonstrated knowledge of the technical side of television news.

Master of Science / Department of Journalism and Mass Communications / Nancy W. Muturi / This study examines Asian American practitioners’ career motivations, identity-related experiences, and their general perceptions of the public relations industry. Social identity theory serves as the theoretical background of the study, as identity is the core element in understanding practitioners’ working experiences in public relations. A qualitative, in-depth interview method was adopted by the current study. A total of 19 Asian American public relations practitioners were email-interviewed. The study has numerous findings based on the research questions and the emerging themes. In examining why practitioners entered the field of public relations, the study showed that personal interests, industrial attraction, and family influence are key issues in career motivations for practitioners. In examining practitioners’ identities, differences exist between Asians and Asian Americans, and between Asians of different nationalities, although practitioners generally agreed being identified as “Asian Americans”. Their identities had no direct effects on their daily work in public relations; however, subtle challenges and benefits were detected. Challenges facing practitioners were mostly based on stereotypical mindsets, including stereotypes in physical appearance, personality, language and culture. Benefits of being an Asian American in the public relations field included language and cultural advantage, contribution to diversity in the workplace, accessibility to minority organizations, and Asian American unique personal traits. Finally, the study found practitioners’ perceptions of Asian American in public relations were concentrated in the following areas: lacking Asian Americans in the public relations industry, wide opportunities for a career in public relations, professional skills for success in public relations, and increasing Asian American presence in public relations. The current study extends the literature on Asian American public relations practitioners, brings awareness to the subgroup of Asian Americans, and contributes to enhance the presence of Asian Americans to the public relations industry. Strategies of increasing Asian American public relations practitioners are also provided based on participants’ recommendations.

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The purpose of this study was to analyze the perceptions of critical strategies and challenges for shaping Masters' programs in public relations in California universities. Using a qualitative approach, this study reported the findings from Web site review and interviews with leaders at four California institutions offering graduate work in Public Relations. Four primary findings included: (1) Masters' degree programs in public relations fell into a wide range of disciplines and titles. (2) Close connections with industry practitioners strengthened curriculum and assessment. Connections often occurred through the use of practitioners as adjunct faculty, allowing current perspectives on public relations practices and use of media. (3) Experiential learning and authentic activities, both in the classroom and through internships, were critical. (4) Each program was designed to give students both the theoretical foundation and the practical application of the profession. These findings confirmed theoretic frameworks for ideal graduate education programs and professional frameworks from Public Relations Society of America. The study concludes with recommendations for practice. First, a high quality graduate program would include multiple perspectives from diverse faculty and participants. Second, a high quality graduate program would emphasize participatory cultures, incorporating a shared program direction, and a community of learners. The third attribute of a high quality graduate program in public relations would foster a community of learners. Planned breadth and depth course work would be the fourth important element. The last recommendation for developing and sustaining a high quality graduate program would be to attain or pursue adequate resources.