B.-P. VENTER, F. LOUW
is expensive and cumbersome, since governance expenses
may erode retainer fees.
Summary: Organizations need to guard against the ravages
of spin. Continuing with practices contributing to spin such
as the appointment of ill-trained public relations practitio-
ners who are mere order-takers; outsourcing public relations
to outside agencies who could not care about the organiza-
tion’s mission; defining public relations as a mere commu-
nication tool used to create favorable impressions at all
costs all contribute to the diminishment of the organiza-
tion’s mission—the way in which it views and defines itself,
and which is the guiding principle giving meaning to the
very existence of the organization.
A positive influence from the guardians of public relations
would greatly enhance the organizational mission. Public rela-
tions as a discipline and praxis should do the following:
Restructure its body of knowledge to enhance professional-
ism not only of communication skills of public relations
practitioners, but also its business-oriented foundation.
Ensure high levels of professional integration with business
by finding a model that will aid in integrating it into busi-
ness processes.
Lift the barriers of entry into public relations by enforcing
strict ethical codes of conduct, based in an integrative
model of public relations/business interaction.
Stop the practice of outsourcing any but the most technical
(printing, design) aspects of the public relations process.
The section on methodology in this paper outlined a small
respondent base as a major shortcoming of this research. This
shortcoming should be addressed by replicating this study using
a larger sample base. The sample was also restricted to public
relations practitioners, and the understanding of the problematic
and solutions could be vastly expanded by including other
business functions such as marketing, operations, and finance to
establish whether they agree with the respondents cited in this
study. This study could also be replicated in countries other
than South Africa.
Research should also be conducted to describe and under-
stand the specific value that public relations should add to the
organization within the understanding of the value chain. Fu-
ture research should also focus on the ethical role of public
relations in the organization, so that it may be safeguarded
against manipulation by unethical managers.
The research reported in this article shows a readiness among
respondents to accept a potential realignment of the role of
public relations in the organization, whereby:
Public relations is not outsourced, but rather woven into the
fabric of organizations.
Public relations takes a more active role as the organiza-
tion’s ethical conscience.
Public relations re-examines its body of knowledge and
theory base to expand its organizational role.
This compels the authors to revisit the definition of public
relations given in the introduction of this article:
“Public relations is managing value-added communication
and relationship-building activities to support the organization
in its strategic goals of building maintaining strategically sig-
nificant relationships with internal and external stakeholders”.
It is the contention of this article that a realigned public rela-
tions function, whereby it serves the entire organization as
communication technician on the one hand, and a strategic and
ethical rudder on the other, may contribute measurably to or-
ganizational credibility, relationships and, thus, organizational
value. The answer to this realignment may well lie in a discus-
sion on Porter’s value chain analysis.
Acknowledgements
This article is, in part, based on the doctor’s thesis of B. P.
Venter at the Cape Peninsula University of Technology. His
study leader, Prof. Johann van der Merwe, is hereby acknowl-
edged.
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