Public relations and communication theory, with special reference to corporate social investment
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Date
1994
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Zululand
Abstract
Public relations unique 'gate-keeping role' in a new communication order offers practitioners a definite break with the past and dynamic new challenges for the future. This new-found status rests on the premise that communication theory should provide the basic underlying philosophy for public relations. Furthermore, in the First World/Third World duality of South Africa, it is argued that the whole approach to public relations must change in order to more accurately reflect the needs of various communities. In communication terms, this:means placing greater importance and reliance on recipients* needs throughout the communication process. Regular feedback must be encouraged. This emphasis supports the view that public relations is essentially a communication phenomenon rooted in the understanding of social issues. Thus its background and experience will serve it well in the evolution of a new, democratic, non-racial society in South Africa.
Description
A dissertation submitted in fulfilment of the requirements for the Degree of Master of Arts in Communication Science, University of Zululand, 1994.
Keywords
Public relations, Information theory, Corporate social investment, Communication theory