DO SOUTH AFRICAN PUBLIC RELATIONS AGENCIES DELIVER EXCELLENT PR SERVICES? A QUANTITATIVE SURVEY

Abstract

The aim of this article is to investigate South African agencies’ ability to deliver excellent public \nrelations services to clients, as it is maintained that excellence can only be achieved by following a \nsymmetrical worldview of public relations (PR). A quantitative approach, utilising questionnaires, \nwas followed. The findings indicate that most agencies practised a two-way symmetrical model \nwithin a symmetrical worldview. Some agencies still focus on obtaining publicity and providing \ninformation (one-way communication) as well as technical public relations, but generally the \nrequirements for excellent communication in South African PR agencies are met. The majority of \npublic relations practitioners (PRPs) are females and they are more inclined to use the two-way \nsymmetrical model than their male counterparts. An important finding emanating from the research \nis that the level of education of the PRP impacts on the selection of the PR model applied. \nConsequently, further education of public relations practitioners is considered necessary to \nimprove the level of service excellence offered by PR agencies in South African.

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