Browsing by Author "Skinner, John Christopher"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Public relations and communication theory, with special reference to corporate social investment
    (University of Zululand, 1994) Skinner, John Christopher; Mersham, G.M.
    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.