Public Relations in South Africa: From Rhetoric to Reality

In South Africa, the public relations field is still characterized by its search for identity, legitimacy, and professional recognition. Nevertheless, South Africa is a new democracy, and public relations practice is essential to democratic societies. In South Africa, the role of public relations practitioners-in all spheres of business-is shaped by the dynamics of an ever-changing and developing society. In this chapter I describe the practice of public relations in South Africa and examine the cultural, developmental, economic, and sociopolitical complexities that impact on the work and effectiveness of public relations practitioners and consultants. Although the chapter mainly consists of factual information, some of the views, expressions, and interpretations are my individual opinions.