Introduction to Public Relations

Introduction to Public Relations

• Public Relations (PR) mirrors the culture and philosophies of the current era.
• Power dynamics play a crucial role in shaping meaning within PR.
• Essential to understand the context, stakeholders, objectives, and desired results in PR.

Historical Development of Public Relations

• PR is shaped by the prevailing culture and philosophical ideas.
• South Africa's PR landscape mirrors the country's historical progression.
• The Excellence Theory was the main theory in South African PR during the 1990s.
• A shift from a normative approach to a more inclusive one is currently underway.

Defining Public Relations

• Several definitions exist for public relations.
• Seeking value and context is important, as definitions are context-dependent.
• The Public Relations Institute of Southern Africa (PRISA) defines public relations as managing perceptions and strategic relationships between an organization and its stakeholders.

Theories in Public Relations

• James Grunig's Excellence Theory is a significant development.
• Rhetorical Theory and Relationship Management Theory emerged as responses to the Excellence Theory.
• A move toward contextually relevant theories is recognized.
• A postmodern view of PR was developed in response to modernism.
• Theories from the Global South address local context, diversity, ethics, and stakeholder relationships.
• A metamodern PR approach focusing on specific contextual needs is emerging.

Excellence Theory

• Excellence Theory is the most influential theory in PR development that adopts a modern approach.
• James Grunig developed the Excellence Theory in the 1980s.
• Defined standards and functions were created to ensure PR campaigns lead to success in the organisation.
• The Excellence Theory emphasizes symmetry, empowering PR professionals, and ethical practice.
• The theory gives little attention to context, power dynamics, and individual decision-making.

Critical Theories from the Global North

• Alternative approaches to the Excellence Theory were developed.
• Rhetorical Theory: This includes individual identity and socially created meaning.
• Relationship Theory: It focuses on relationships in PR and independent roles.
• Key aspects of critical theories are the importance of culture, the need to include marginalized voices, and context.

Contemporary Theories from the Global South

• There is a move away from the modernist approach of Excellence Theory.
• A postmodernist perspective was created in response.
• Qualifications in South Africa address micro, meso, and macro levels of PR practice.
• A metamodern approach promoting an "and" approach has evolved.

Public Relations & Communication

• Strategic communication is a core discipline.
• PR serves as the tool for success.
• It focuses on building relationships with stakeholders.
• PR is uses purposeful communication.

Stakeholder Relationship

• Stakeholders are those affected by an organization's purpose and goals.
• Stakeholders possess a stake in the organization.
• Stakeholders should be involved in shaping meaning and relationships.

Concept of Co-Creation

• Co-creation involves dialogue and socially oriented communication.
• A stakeholder-centric model is used.
• The function of PR is to build stakeholder relationships and empower the organization.

Contemporary Influences

• Metamodernism: Embraces both modern and postmodern views, applying the right paradigm by context.
• In any given context, the appropriate paradigm must be applied.
• Modernism: Grand theories, top-down communication within organizations.
• Postmodernism: Questions modern values.

Contemporary Influences: Corporate Responsiveness

• Focus should be given to environmental, social, and governance (ESG) issues.
• Greater transparency and improved reporting are needed.
• PR professionals should manage information needs, encourage social responsibility, and promote transparency.

Contemporary Influences: Stakeholder Activism

• Activists are people who inspire others to change on political and economic issues.
• All stakeholders, including internal ones, can engage in activism.
• PR professionals are required to know and be aware of the values and beliefs of stakeholders.

Contemporary Influences: Artificial Intelligence

• AI includes being able to recommend contacts and topics.
• AI is making computers think and carry out tasks like humans.

Contemporary Influences: The Metaverse

• The metaverse is a future reality that will have impact in PR, like hosting media events.
• Being knowledgeable of developments is a necessary skill for PR professionals.
• "Meta' defines beyond, and "verse' means space. The metaverse is a reality that can be found beyond physical space in a 3D virtual space.

Other Contemporary Influences

• It is important to maintain the human element in using technology.
• It is important to ensure authenticity in a world of fake news.
• There is a growing trend emerging for influencer marketing where PR professionals must emerging trends in influencer marketing.

Measurement and Analysis

• Public relations must demonstrate a return on investment (ROI).
• Tracking the impact of PR is important.
• Analytical and reporting technologies make tracking and assessing the impact of PR possible.
• The Barcelona Principles offer a seven-principle framework that guides for PR measurement.

Best Practice

• Ethics, professionalism and the integrity of PR professionals are essential to the reputation of the company.
• South African PR professionals must maintain a code of ethics.
• There is a global standard of ethical principle requirements.
• By raising ethical standards that is used a criterion of conduct, it shows care.

Summary

• PR mirrors current culture and philosophy.
• Historical events are reflected in South Africa.
• Tool for strategic communication is PR.
• PR practice is quickly evolving, although the Excellence Theory dominated South Africa.
• Personal professionalism is shown by creative thinking, technological developments, and ethical standards.
• A 'and' approach is adopted in the metamodern approach.