Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
139683 | Public Relations Review | 2010 | 4 Pages |
Abstract
An exploratory study conducted in South Africa shows that members of the Public Relations Institute for Southern Africa (PRISA) experience the same frustration with the role of PR in the organisation, the bad name of PR, and its educational curriculum that are experienced in other countries. The article asks whether changing the name of PR to something else is sufficient to solve these problems, and argues that more than a cosmetic name change is required. PR should re-examine its role in the organisation, it should re-assert itself as a strategic partner to other business functions, and it should revisit its educational offering.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Ben-Piet Venter,