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
symmetrical worldview of public relations (PR). A quantitative approach, utilising questionnaires,
was followed. The findings indicate that most agencies practised a two-way symmetrical model
within a symmetrical worldview. Some agencies still focus on obtaining publicity and providing
information (one-way communication) as well as technical public relations, but generally the
requirements for excellent communication in South African PR agencies are met. The majority of
public relations practitioners (PRPs) are females and they are more inclined to use the two-way
symmetrical model than their male counterparts. An important finding emanating from the research
is that the level of education of the PRP impacts on the selection of the PR model applied.
Consequently, further education of public relations practitioners is considered necessary to
improve the level of service excellence offered by PR agencies in South African.
Chelechele, Thabo Ishmael(University of Pretoria, 2010-09-16)
The implementation of public policies continues to be a serious challenge for the South African public service. Giving the overarching demands for quality public service delivery from the citizens, there is a serious need ...
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 ...
Fourie, D.J. (David Johannes)(Faculty of Economic and Management Sciences, University of Pretoria, 2002-03)
The urgent need to develop South Africa's human resources in the public
service has been conceptualized in many policy documents. The underlying
objective of efforts to strengthen the human resources in the public sector, ...