Thesis (MPA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: Public Relations is a discipline where the basic concepts and functions remain the
same, be it in a public or private organisation. It is ultimately a staff function, which is
responsible for effective two-way communication between an organisation and its
publics, both internal and external.
With the transformation in the Department of Defence and ultimately the South
African National Defence Force (SANDF), major changes took place structurally as
well as in terms of the execution of functions on the operational level where Naval
Base Simon’s Town (NB Smst) is one of the new General Support Bases of the
SANDF. The Public Relations Section of NB Smst must deliver public relations
services to the clients of NB Smst.
The purpose of this study is to establish whether the services that the Public
Relations Section delivers to its clients are in line with the expectations of the clients.
An in-depth study is made of the theory of public relations, starting with the overall
concept of communication. The transformation of the SANDF is discussed in detail
and the concept of how public relations is supposed to be executed is researched. A
needs assessment survey was done and the recommendations listed.
The research established that although the Section is functioning in line with
international and national principles and procedures the clients’ perceptions are that
the Section does not deliver the quality of service they expect. / AFRIKAANSE OPSOMMING: Openbare Skakeling is ’n dissipline waar die basiese konsepte en funksies
ooreenstem binne publieke sowel as private organisasies. Dit is hoofsaaklik ’n
staffunksie wat verantwoordelik is vir die effektiewe twee-rigting kommunikasie
tussen ’n organisasie en sy publiek, beide intern sowel as ekstern.
Met die transformasie van die Departement van Verdediging en uiteindelik die Suid-
Afrikaanse Nasionale Weermag (SANW), het grootskaalse veranderinge
plaasgevind, struktureel sowel as ten opsigte van die uitvoering van funksies op die
operasionele vlak waar Vlootbasis Simonstad (VB Smst), een van die SANW se
Algemene Steunbasisse, opereer. Die Openbare Skakelseksie van VB Smst is
verantwoordelik vir die lewering van openbare skakeldienste aan die kliente van VB
Smst.
Die doel van hierdie studie is om te bepaal of die dienste wat deur die Openbare
Skakelseksie gelewer word in lyn is met die kliente se verwagtinge.
’n In-diepte studie is gedoen ten opsigte van die teorie van openbare skakeling,
beginnende met die totale konsep van kommunikasie. Die transformasie van die
SANW word in detail bespreek. Dit word gevolg deur die navorsing oor hoe
openbare skakeling veronderstel is om uitgevoer te word, ’n Behoeftebepaling is
gedoen en aanbevelings word gelys.
Die navorsing se bevindings is dat alhoewel die Seksie volgens internasionale en
nasionale konsepte en prosedures funksioneer, die kliente se persepsies is dat die
Seksie nie die kwaliteit dienste lewer wat hulle verwag nie.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52815 |
| Date | 03 1900 |
| Creators | Theunissen, J. D. J. |
| Contributors | Muller, J. J., Stellenbosch University. Faculty of Economic & Management Sciences. School of Public Leadership . |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 68 p. : ill. |
| Rights | Stellenbosch University |
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