Effective public relations in a transformed organisation : Naval Base Simon's Town as a case study

[摘要] ENGLISH ABSTRACT:Public Relations is a discipline where the basic concepts and functions remain thesame, be it in a public or private organisation. It is ultimately a staff function, which isresponsible for effective two-way communication between an organisation and itspublics, both internal and external.With the transformation in the Department of Defence and ultimately the SouthAfrican National Defence Force (SANDF), major changes took place structurally aswell as in terms of the execution of functions on the operational level where NavalBase Simon's Town (NB Smst) is one of the new General Support Bases of theSANDF. The Public Relations Section of NB Smst must deliver public relationsservices to the clients of NB Smst.The purpose of this study is to establish whether the services that the PublicRelations Section delivers to its clients are in line with the expectations of the clients.An in-depth study is made of the theory of public relations, starting with the overallconcept of communication. The transformation of the SANDF is discussed in detailand the concept of how public relations is supposed to be executed is researched. Aneeds assessment survey was done and the recommendations listed.The research established that although the Section is functioning in line withinternational and national principles and procedures the clients' perceptions are thatthe Section does not deliver the quality of service they expect.

[发布机构] Stellenbosch University