Public relations practice and political change in South Africa

South Africa has undergone one of the most drastic political changes of the late 20th century. Its 45-year tradition of public relations practice and education allows for the study of change on practice. Results indicate public relations becomes more important and strategic during times of change, and while affecting change it is also affected by change. Practitioners felt they made an important contribution to social upliftment and black economic empowerment. The more democratic political environment forced practitioners to be more aware of important political constituencies, particularly community and grassroots publics who hold high symbolic value. Cross-cultural communication became more important but also problematic.