Browsing by Author "NTEMWA, ANGELA KACHANA"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    AN EXPLORATION OF THE PERCEPTIONS OF THE PUBLIC RELATIONS PROFESSION AMONG SELECTED CORPORATE ORGANISATIONS IN WINDHOEK, NAMIBIA
    (NAMIBIA UNIVERSITY OF SCIENCE AND TECHNOLOGY, 2022-01) NTEMWA, ANGELA KACHANA
    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.