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Using a Delphi Method in the Future of PR and Communication Global Study: South African Findings on Social Impact and PR Education

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Název: Using a Delphi Method in the Future of PR and Communication Global Study: South African Findings on Social Impact and PR Education
Autoři: Dalien Rene Benecke, Padhma Moodley, Corne Meintjes, Lida Holtzhausen, Anette Degenaar, Neil H Levy
Zdroj: Communicare, Vol 44, Iss 1 (2025)
Communicare: Journal for Communication Studies in Africa, Volume: 44, Issue: 1, Pages: 107-123, Published: MAY 2025
Informace o vydavateli: University of Johannesburg, 2025.
Rok vydání: 2025
Témata: strategic role, Delphi methodology, public relations roles, Communication. Mass media, public relations education, social impact, measurement and evaluation, social value, P87-96
Popis: Public relations in Africa and South Africa has evolved in accordance with its changing landscape. The purpose of this article is to present the views of South African public relations educators and practitioners who participated in a global study titled “The Future of PR and Communication and Their Social Impact”. Earlier studies on the roles of public relations in South Africa highlighted its strategic role with reports that South African public relations practitioners indicated an increase in strategic influence but with limited understanding and use of measurement applications and social impact analysis, which are key components in showcasing the influence of public relations in society. It is therefore essential to revisit the perceptions of public relations practitioners and educators of their roles and the social impact on society, together with their influence on public relations education. The global study “The Future of PR and Communication and Their Social Impact” applied a Delphi-method approach, which included various rounds of concept testing and meaning-making. Significant findings obtained from these participants are aligned with international views and include an emphasis on the integration of communication activities with organisational business objectives, as well as practical, real-life experiences included in public relations education. Participants agreed that social impact could be achieved through stakeholder engagement, agenda setting, creating awareness and influencing the corporate social responsibility focus of organisations. Participants viewed social value as the outcome of social impact activities.
Druh dokumentu: Article
Popis souboru: text/html
ISSN: 2957-7950
0259-0069
DOI: 10.36615/7s3kt098
Přístupová URL adresa: https://doaj.org/article/fc5806fc094041dba5483342947bd348
http://www.scielo.org.za/scielo.php?script=sci_arttext&pid=S2957-79502025000100008&lng=en&tlng=en
Rights: CC BY NC
Přístupové číslo: edsair.doi.dedup.....63c726ba15c34a86256f7b3c4f10484f
Databáze: OpenAIRE
Popis
Abstrakt:Public relations in Africa and South Africa has evolved in accordance with its changing landscape. The purpose of this article is to present the views of South African public relations educators and practitioners who participated in a global study titled “The Future of PR and Communication and Their Social Impact”. Earlier studies on the roles of public relations in South Africa highlighted its strategic role with reports that South African public relations practitioners indicated an increase in strategic influence but with limited understanding and use of measurement applications and social impact analysis, which are key components in showcasing the influence of public relations in society. It is therefore essential to revisit the perceptions of public relations practitioners and educators of their roles and the social impact on society, together with their influence on public relations education. The global study “The Future of PR and Communication and Their Social Impact” applied a Delphi-method approach, which included various rounds of concept testing and meaning-making. Significant findings obtained from these participants are aligned with international views and include an emphasis on the integration of communication activities with organisational business objectives, as well as practical, real-life experiences included in public relations education. Participants agreed that social impact could be achieved through stakeholder engagement, agenda setting, creating awareness and influencing the corporate social responsibility focus of organisations. Participants viewed social value as the outcome of social impact activities.
ISSN:29577950
02590069
DOI:10.36615/7s3kt098