AN EXPLORATION OF THE PERCEPTIONS OF THE PUBLIC RELATIONS PROFESSION AMONG SELECTED CORPORATE ORGANISATIONS IN WINDHOEK, NAMIBIA
Loading...
Date
2022-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
NAMIBIA UNIVERSITY OF SCIENCE AND TECHNOLOGY
Abstract
Public relations (PR) is seen as an intrinsic part of every organisation because it provides the
opportunity to monitor, have dialogue, and respond to issues that affect key publics of the
organisation. PR practitioners have used communication to uphold and maintain a favourable image
and build beneficial relationships between an organisation and its public. Despite the value that is
ascribed to public relations, negative perceptions about the practice prevail, at the same discussions
on the professionalisation of public relations continue in different contexts. The purpose of this
study was to explore perceptions of the public relations profession among selected corporate
organisations in Windhoek, Namibia, in order to understand how they construct public relations as a
profession. Using a qualitative approach, the study adopted an exploratory research design. Face-to face in-depth interviews were conducted with participants and the following observations were
made: Stakeholder management and information management were perceived as some of the main
roles and functions of PR. The placement of PR, in terms of the organisational structure, was seen as
a matter of concern and an aspect that revealed how organisations perceive PR. The study also
found that having a professional body to advance the profession, and support the interests of people
working within the profession, is imperative towards the professionalisation of PR. The importance
of having the relevant qualification was emphasised as another important aspect that can increase
the credibility of theprofession. The study concludes that the definition and role of public relations is
well understood in some organisations while the placement of the public relations role away from
the management role reveals a limited understanding of the role and function of PR. The study
argues that understanding perceptions on public relations is a starting point towards building and
maintaining the credibility of the profession. This is imperative as perceptions about the public
relations profession affect how PR is practiced and its ultimate contribution to the success of the
organisation.
Description
Keywords
Public Relations, Perception, Profession, Professionalism, Corporate Organisations
Citation
Ntemwa, A, K. (2022). An exploration of the perceptions of the public relations profession among selected corporate organisations in windhoek, namibia [Master’s thesis, Namibia University of Science and Technology].