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CEO Expectations in terms of PR roles

Benita Steyn
University of Pretoria
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CEO Expectations in terms of PR roles. (2022). Communicare: Journal for Communication Studies in Africa, 19(1), 20-43. https://doi.org/10.36615/jcsa.v19i1.1837
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  • Submited: October 25, 2022
  • Published: October 31, 2022

Abstract

The aim of this empirical study was to determine the chief executive’s role expectations
of the most senior manager or practitioner responsible for the corporate communication
(public relations) function in the organisation, in terms of the PR strategist (a strategic
role at top management level), the PR manager and the PR technician. A
conceptualisation of the role of PR strategist preceded the empirical study, differentiating
it from the historical roles of PR manager and PR technician. The most important finding
was that CEOs in the sample empirically verified the conceptualised role of the PR
strategist.
In view of the findings of the Excellence Study that shared expectations between top
management and the corporate communication manager should exist for an organisation
to achieve excellent communication (Dozier, Grunig & Grunig 1995), this study made
an important contribution by establishing a benchmark regarding CEO expectations of
the most senior manager responsible for the corporate communication function

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How to Cite
CEO Expectations in terms of PR roles. (2022). Communicare: Journal for Communication Studies in Africa, 19(1), 20-43. https://doi.org/10.36615/jcsa.v19i1.1837

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