There is a lack of knowledge and understanding of the practice of public relations (PR) in Africa, which prohibits the continent to fulfil its responsibility towards the global PR society as well as other developing countries. Based on the findings of a master's dissertation on the practice of PR in Africa, this article focuses on one of the concepts that were measured, namely PR roles.
The article discusses current literature in the field of roles research and describes the empirical verification of two PR roles in Africa. Although the three roles of the PR strategist, manager and technician were measured, only two roles emerged during the factor analysis: the role of the strategist (Factor 1), and the combined roles of the technician/manager (Factor 2).
The data was collected by means of a self-administered electronic questionnaire. Data analysis consisted of both Exploratory Factor Analysis (EFA) and Common Factor Analysis (CFA) where the underlying dimensions were extracted, indicating the items used to define the PR roles.
Grobler, Anske F.; Niemann-Struweg, Ilse; Meintjes, Corne(Unit for Community Communication, Dept of Communication and Information Studies, University of the Free State, 2007)
The aim of this article is to investigate South African agencies’ ability to deliver excellent public
relations services to clients, as it is maintained that excellence can only be achieved by following a
Lubbe, Berendien Anna(Unisa Press and Taylor & Francis, 2004)
Public relations is essentially a communications function concerned with relationships, image and image development and it is from this perspective that the subject is viewed. A literature survey of the use of public ...
Grobler, Anske F.; Landman, M.; Parreira, M.(College of Economic and Management Sciences, University of South Africa, 2005-12)
In today's competitive and challenging South African organisational environment,
investor relations (IR) is delegated to either the accounting or the corporate
communication (Public Relations) department. Do accountants ...