Thesis (DTech (Marketing Management))--Cape Peninsula University of Technology, 2008. / There is little doubt that public relations faces an identity crisis threatening to relegate this
troubled organisational function permanently to the sidelines, unless it succeeds in
reinventing itself. Such reinvention is mooted by a number of authors who propose the
solution that public relations should rename itself. However, as others are quick to point out,
renaming will not be the only solution, and a more extensive realignment of public relations is
needed. The reinvention of public relations pertains specifically to its role in the organisation,
its reputation (currently negative), and its contribution to the organisation's strategy and
ethics.
This thesis examines the problems beleaguering public relations and proposes that Porter's
value chain analysis be used as the foundation for the reinvention of public relations.
Arguments in support of the use of Porter's value chain analysis are presented, and empirical
evidence supporting the likelihood of this approach succeeding is sought - and found.
In conjunction with the problems surrounding public relations, the ethical landscape of the
21st Century is investigated with specific reference to unethical organisational practices so
prevalent today. In proposing that Porter's value chain analysis be used to reinvent public
relations, the thesis also argues that public relations can play a role in ensuring greater
ethical responsibility of organisations.
The relationship between public relations and marketing, so long a thorn in the side of public
relations practitioners, academics, and authors, is clarified, and the organisational position of
public relations is addressed.
Finally, the thesis argues that public relations should see itself as a support activity in the
organisation, where it is involved in organisation-wide communication support to all of the
primary activities that are carried out to seek, find, create, and deliver value to customers.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2092 |
| Date | January 2008 |
| Creators | Venter, Barend Pieter |
| Publisher | Cape Peninsula University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-sa/3.0/za/ |
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