Nex Media • Vol 5 Issue 3
13
Public relations,
it really matters…
By Oscar Tshifure
W
hether it’s managing crisis communications, reputation or
general communications for a brand, product, people or nation,
public relations now more than ever has become a critical
aspect of strategic communications.
In the early days of public relations, a lack of theory about the subject
meant that little or no thought was given to communication plans, tactics,
strategies or programmes. Experts James and Larissa Grunig, and David
Dozier say that PR often did more harm than good back in the day because it
disregarded legal ramifications such as libel or fraud. Today, public relations
demands much more from PR practitioners, calling for a more engineered
approach to communicating and positioning people and brands, and requiring
conserted efforts to create public relations strategies. Arguably well thought
through PR strategy will encompass engagement and negotiation, conflict
resolution and bargaining strategies as key pillars and will bring symbiotic
changes in the ideas, attitudes and behaviours of organisations and the
public. In today’s environment it is absolutely worthwhile for all companies to
have a PR strategy in place.
I will attempt to enlighten how a public relations strategy can be a critical
tool within any organisation and how its uniqueness can influence other
organisations, individuals and even a nation, whether good or bad.
Public relations scholars have traditionally identified the development
of solid, lasting, and symmetric relations between the organisation and its
stakeholders as the strategic objective of communication. The organisation
would have to dedicate energy to encouraging greater open-mindedness
to its reference environment, welcoming stimuli from outside, and valuing
the wealth of opinions, positions, and experiences which constitute the
organisational context.
The role of public relations was traditionally assigned to the
The impact of public relations on an individual or organisation has been clearly demonstrated in recent
months as we watched the unfolding of Steinhoff CEO Markus Jooste’s corrupt dealings and the state
capture reports spreading ever wider.
