Advance Search

Two managerial public relations roles in the South African context: findings of stage 3 of an international comparative study

findings of stage 3 of an international comparative study

Benita Steyn
Cape Peninsula University of Technology
Tery Everett
Cape Peninsula University of Technology
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Two managerial public relations roles in the South African context: findings of stage 3 of an international comparative study. (2022). Communicare: Journal for Communication Studies in Africa, 28(1), 103-125. https://doi.org/10.36615/jcsa.v28i1.1702
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 16, 2022
  • Published: October 17, 2022

Abstract

This article reports the findings of Stage 3 of an international collaborative research programme,
its point of departure being that public relations (PR) roles researchers have largely ignored
research in the management domain in their conceptualisation of the PR manager role. (The
first qualitative stage was conducted in the US and UK, and the second, quantitative stage in the
UK). In the third stage, the UK study was replicated in South Africa (SA) to map and compare
the main elements of management performed by PR managers working globally in a range of
organisational settings and in different cultural contexts (with a view to reconceptualising the
PR manager role). While the UK research found five empirical PR roles, the final parsimonious
2-factor solution accepted in the SA study was labelled the strategic public relations manager
(a strategic role at the macro or societal level), and the operational public relations manager
(a functional role at the middle-management level).

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Anon. (2005). Definition of a manager. Retrieved September 8, 2005, fromhttp://www.webstersonline-dictionary.org/definition/Manager
  2. Ansoff, H.I. (1979). The changing shape of the strategic problem. In D.E. Schendel & C.W. Hofer (Eds), Strategic management: a view of business policy and planning. Boston: Little, Brown.
  3. Argenti, P.A. (1996). Corporate communication as a discipline: toward a definition. Management Communication Quarterly, 10, (1), 73-97.
  4. https://doi.org/10.1177/0893318996010001005
  5. Biddle, B.J. (1979). Role theory: expectations, identities and behaviours. New York, NY: Academic Press.
  6. https://doi.org/10.1016/B978-0-12-095950-1.50008-1
  7. Brody, E.W. (1992). The domain of public relations. Public Relations Review, 18, (4), 349-364.
  8. https://doi.org/10.1016/0363-8111(92)90028-W
  9. Broom, G.M. (1982). A comparison of sex roles in public relations. Public Relations Review, 8, (3), 17-22.
  10. https://doi.org/10.1016/S0363-8111(82)80028-3
  11. Broom, G.M. & Dozier, D.M. (1986). Advancement for public relations role models. Public Relations Review, 12, (1), 37-56.
  12. https://doi.org/10.1016/S0363-8111(86)80039-X
  13. Broom, G.M. & Smith, G.D. (1979). Testing the practitioner's impact on clients. Public Relations Review, 5, 47-59.
  14. https://doi.org/10.1016/S0363-8111(79)80027-2
  15. Bütschi, G. & Steyn, B. (2006). Theory on strategic communication management is the key to unlocking the boardroom. Journal of Communication Management, 10, (1), 106-109.
  16. https://doi.org/10.1108/13632540610646436
  17. Cattell, R.B. (1966). The scree test for the number of factors. Multivariate Behavioral Research, 1, 245-276.
  18. https://doi.org/10.1207/s15327906mbr0102_10
  19. Cooper, D.R. & Emory, C.W. (1995). Business research methods. (5th ed.). Chicago: Irwin.
  20. Creedon, P.J. (Ed.). (1991). Public relations and women's work: towards a feminist analysis of public relations roles. Public Relations Research Annual. Hillsdale, New Jersey: Lawrence Erlbaum.
  21. https://doi.org/10.1207/s1532754xjprr0301-4_3
  22. Culbertson, H. (Ed.). (1991). Public relations and women's work: towards a feminist analysis of public relations roles. Public Relations Research Annual. Hillsdale, New Jersey: Lawrence Erlbaum.
  23. De Santo, B. & Moss, D. (2004). Rediscovering what PR managers do: rethinking the measurement of managerial behaviour in the public relations context. Journal of Communication Management, 9, (2), 179-196.
  24. https://doi.org/10.1108/13632540510621371
  25. Dozier, D.M. (1984). Programme evaluation and roles of practitioners. Public Relations Review, 10, (2), 13-21.
  26. https://doi.org/10.1016/S0363-8111(84)80002-8
  27. -. (1992). The organizational roles of communications and public relations practitioners. In J.E. Grunig (Ed.), Excellence in public relations and communication management. Hillsdale, New Jersey: Lawrence Erlbaum.
  28. Dozier, D.M. & Broom, G.M. (1995). Evolution of the manager role in public relations practice. Journal of Public Relations Research, 7, (1), 3-26.
  29. https://doi.org/10.1207/s1532754xjprr0701_02
  30. Dozier, D.M., Grunig, L.A., & Grunig, J.E. (1995). Manager's guide to excellence in public relations and communication management. Mahwah, New Jersey: Lawrence Erlbaum.
  31. Everett, T. (2006). Defining the core elements of management in public relations context: What do South African public relations managers do? Unpublished mini-dissertation , Cape Peninsula University of Technology, Cape Town, South Africa.
  32. Freeman, R.E. (1984). Strategic management: a stakeholder approach. Boston: Pitman.
  33. Grunig, J.E. (1990). The development of public relations research in the United States and its status in communication science. Paper presented to the Professional Conference of the Herbert Quandt Foundation Communication Group, Salzburg, Austria.
  34. -. (Ed.). (1992). Excellence in public relations and communication management. Hillsdale, New Jersey: Lawrence Erlbaum.
  35. -. (1993). Implications of public relations for other domains of communication. Journal of Communication, 43, (3), 164-172.
  36. https://doi.org/10.1111/j.1460-2466.1993.tb01289.x
  37. Grunig, J.E. & Hunt, T. (1984). Managing public relations. New York: Holt, Rinehart & Winston.
  38. Grunig, J.E., Grunig, L.A. & Dozier, D.M. (2002). Excellent public relations and effective organisations. Mahwah, NJ: Lawrence Erlbaum.
  39. https://doi.org/10.4324/9781410606617
  40. Hatfield, C.R. (1994). Public relations education in the United Kingdom. Public Relations Review, 20, (2), 189-199.
  41. https://doi.org/10.1016/0363-8111(94)90059-0
  42. Hogg, G. & Doolan, D. (1999). Playing the part. Practitioner roles in public relations. European Journal of Marketing, 33, (5/6), 597-611.
  43. https://doi.org/10.1108/03090569910262189
  44. Holmström, S. (1996). An intersubjective and a social systemic public relations paradigm. Unpublished Master's dissertation, University of Roskilde, Denmark.
  45. -. (1997). The inter-subjective and the social systemic public relations paradigms. Journal of Communication Management, 2, (1), 24-39.
  46. https://doi.org/10.1108/eb023445
  47. Holtzhausen, D.R., Petersen, B.K. & Tindall, N.T.J. (2002). Marching in lockstep: public relations roles in the new South Africa. Paper presented at the Public Relations Division of the Association for Education in Journalism and Mass Communication (AEJMC) Annual Convention, Miami, FL.
  48. Katz, D. & Kahn, R.L. (1978). The social psychology of organisations. (2nd ed.). New York: Wiley.
  49. Kelleher, T. (2001). Public relations roles and media choice. Journal of Public Relations Research, 13, 265- 301.
  50. https://doi.org/10.1207/S1532754XJPRR1304_02
  51. Kitchen, P.J. (1997). Public relations: principles and practice. London: International Thomson Business Press.
  52. Lauzen, M.M. (1992). Public relations roles, intra-organizational power, and encroachment. Journal of Public Relations Research, 4, (2), 61-80.
  53. https://doi.org/10.1207/s1532754xjprr0402_01
  54. -. (1993, May). Public relations practitioner role enactment and issues management. Public relations interest group: International Communication Association, Washington, DC.
  55. Lauzen, M.M. & Dozier, D.M. (1992). The missing link: the public relations manager role as a mediator of organizational environments and power consequences for the function. Journal of Public Relations Research, 4, (2), 205-220.
  56. https://doi.org/10.1207/s1532754xjprr0404_2
  57. Leichty, G. & Springton, J. (1993). Reconsidering public relations models. Public Relations Review, 19, (4), 327-339.
  58. https://doi.org/10.1016/0363-8111(93)90055-H
  59. Littlejohn, S.E. (1992). Theories of human communication. (4th ed.). Belmont, California: Wadsworth Publishing.
  60. Long, L.W. & Hazelton, V. (1987). PR: a theoretical and practical response. Public Relations Review, 13, (2), 3-13.
  61. https://doi.org/10.1016/S0363-8111(87)80034-6
  62. McDougall, G.H.G. & Fry, J.N. (1974). Combining two methods of image measurement. Journal of Retailing, 50, (4), 53-61.
  63. Mintzberg, H. (1973). The nature of managerial work. New York: Harper Row.
  64. McGovern, J.A. (1993). Changing channels '93: Where does the future of PR education lie? IABC Communication World, 10, (3), 7.
  65. Moss, D. & Green, R. (2001). Re-examining the manager's role in public relations: what management and public relations research teaches us. Journal of Communication Management, 6, (2), 118-132.
  66. https://doi.org/10.1108/13632540210806982
  67. Moss, D., Newman, A., & DeSanto, B. (2004, July). Defining and refining the core elements of management in public relations/corporate communication context: What do communication managers do? Paper read at the 11th International Public Relations Research Symposium, Lake Bled, Slovenia.
  68. https://doi.org/10.1177/107769900508200408
  69. Moss, D., Warnaby, G., & Newman, A.J. (2000). Public relations practitioner role enactment at the senior management level within UK companies. Journal of Public Relations Research, 12 (4), 277-307.
  70. https://doi.org/10.1207/S1532754XJPRR1204_1
  71. Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric theory. (3rd ed.). New York: McGraw-Hill.
  72. Pearce, J.A. II & Robinson, R.B. Jr. (1997). Strategic management: formulation, implementation, and control. (6th ed.). Chicago: Irwin.
  73. Prepon, L. (1993). Schools of thought on education. Public Relations Journal, 49, (11), 12-19.
  74. Puth, G. (2002). The communicating leader. (2nd ed.). Pretoria, SA: Van Schaik.
  75. Smith, M.J. (1988). Contemporary communication research methods. Belmont, California: Wadsworth Publishing.
  76. Steyn, B. (2000a). CEO expectations in terms of PR roles. Communicare, 19, (1), 20-43.
  77. -. (2000b). Strategic management roles of the corporate communication function. Unpublished mini-dissertation , University of Pretoria, South Africa.
  78. -. (2002). A meta-theoretical approach to the role of the corporate communication strategist. Communicare, 21, (2), 42-63.
  79. -. (2003a, July). A conceptualisation and empirical verification of the 'strategist', (redefined) 'manager' and 'technician' roles of public relations. Paper read at the 10th International Public Relations Research Symposium, Lake Bled, Slovenia.
  80. -. (2003b). From strategy to corporate communication strategy: a conceptualisation. Journal of Communication Management, 8, (2), 168-183.
  81. https://doi.org/10.1108/13632540410807637
  82. -. (2007). Contribution of public relations to organizational strategy formulation. In E.L. Toth (Ed.), The future of excellence in public relations and communication management. Challenges for the next generation (pp. 137-172). Mahwah, NJ: Lawrence Erlbaum.
  83. -. (in press). The strategic role of public relations is strategic reflection: a South African research stream. American Behavioral Scientist.
  84. Steyn, B. & Bütschi, G. (2003, July). Reflective public relations: a commentary on conceptual and empirical similarities and differences between South African roles research and European reflective research. Paper read at the 10th International Public Relations Research Symposium, Lake Bled, Slovenia.
  85. Steyn, B. & Green, M. (2006, September). Dominant coalition of recently privatised SA telecommunications service provider expects 'reflectionist' and 'educationist' roles of PR practitioners. Paper read at the 8th Annual EUPRERA Conference, Carlisle, UK.
  86. Steyn, B. & Puth, G. (2000). Corporate communication strategy. Sandown: Heinemann.
  87. Toth, E.L., Serini, S.A., Wright, D.K. & Emig, A.G. (1998). Trends in public relations roles: 1990-1995. Public Relations Review, 24, (2), 45-163.
  88. https://doi.org/10.1016/S0363-8111(99)80048-4
  89. Van Heerden, G. (2004). The practice of public relations in Africa: a descriptive study. Unpublished Master's dissertation, University of Pretoria, Pretoria, South Africa.
  90. Van Ruler, B. (1997). Communication: magical mystery or scientific concept? Professional views of public relations practitioners in the Netherlands. In D. Moss, T. MacManus, & D. Vercic (Eds), Public relations research: an international perspective. London: International Thomson Business Press.
  91. Van Ruler, B., Vercic, D., Flodin, B. & Bütschi, G. (2001). Public relations in Europe: a kaleidoscopic picture. Journal of Communication Management, 6, (2), 166-175.
  92. https://doi.org/10.1108/13632540210807017
  93. Von Tunzelmann, A. (1997, 24 January). Social responsibility: a matter of corporate strategic management. The Independent, New Zealand.
  94. Wright, D.K. (1995). The role of corporate public relations executives in the future of employee communications. Public Relations Review, 21, (3), 181-198.
  95. https://doi.org/10.1016/0363-8111(95)90020-9
How to Cite
Two managerial public relations roles in the South African context: findings of stage 3 of an international comparative study. (2022). Communicare: Journal for Communication Studies in Africa, 28(1), 103-125. https://doi.org/10.36615/jcsa.v28i1.1702

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate