CEO expectations in terms of PR roles

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dc.contributor.author Steyn, Benita
dc.date.accessioned 2008-07-17T09:04:58Z
dc.date.available 2008-07-17T09:04:58Z
dc.date.issued 1999-07
dc.description.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. en
dc.format.extent 77225 bytes
dc.format.mimetype application/pdf
dc.identifier.citation Steyn, B 1999, 'CEO expectations in terms of PR roles', Communicare: Journal for Communication Sciences in Southern Africa/Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 19, no. 1, pp. 20-43. [http://www.journals.co.za/ej/ejour_comcare.html] en
dc.identifier.issn 0259-0069
dc.identifier.uri http://hdl.handle.net/2263/6205
dc.language.iso en en
dc.publisher Southern African Communication Association en
dc.rights Southern African Communication Association en
dc.subject Communication en
dc.subject Corporate communication en
dc.subject Organizations en
dc.subject Public relations (PR) en
dc.subject Role expectations en
dc.subject.lcsh Chief executive officer (CEO) en
dc.subject.lcsh Public relations en
dc.title CEO expectations in terms of PR roles en
dc.type Article en


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