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

Theunissen, J. D. J. (2002-03)

Thesis (MPA)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: Public Relations is a discipline where the basic concepts and functions remain the same, be it in a public or private organisation. It is ultimately a staff function, which is responsible for effective two-way communication between an organisation and its publics, both internal and external. With the transformation in the Department of Defence and ultimately the South African National Defence Force (SANDF), major changes took place structurally as well as in terms of the execution of functions on the operational level where Naval Base Simon’s Town (NB Smst) is one of the new General Support Bases of the SANDF. The Public Relations Section of NB Smst must deliver public relations services to the clients of NB Smst. The purpose of this study is to establish whether the services that the Public Relations 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 overall concept of communication. The transformation of the SANDF is discussed in detail and the concept of how public relations is supposed to be executed is researched. A needs assessment survey was done and the recommendations listed. The research established that although the Section is functioning in line with international and national principles and procedures the clients’ perceptions are that the Section does not deliver the quality of service they expect.

AFRIKAANSE OPSOMMING: Openbare Skakeling is ’n dissipline waar die basiese konsepte en funksies ooreenstem binne publieke sowel as private organisasies. Dit is hoofsaaklik ’n staffunksie wat verantwoordelik is vir die effektiewe twee-rigting kommunikasie tussen ’n organisasie en sy publiek, beide intern sowel as ekstern. Met die transformasie van die Departement van Verdediging en uiteindelik die Suid- Afrikaanse Nasionale Weermag (SANW), het grootskaalse veranderinge plaasgevind, struktureel sowel as ten opsigte van die uitvoering van funksies op die operasionele vlak waar Vlootbasis Simonstad (VB Smst), een van die SANW se Algemene Steunbasisse, opereer. Die Openbare Skakelseksie van VB Smst is verantwoordelik vir die lewering van openbare skakeldienste aan die kliente van VB Smst. Die doel van hierdie studie is om te bepaal of die dienste wat deur die Openbare Skakelseksie gelewer word in lyn is met die kliente se verwagtinge. ’n In-diepte studie is gedoen ten opsigte van die teorie van openbare skakeling, beginnende met die totale konsep van kommunikasie. Die transformasie van die SANW word in detail bespreek. Dit word gevolg deur die navorsing oor hoe openbare skakeling veronderstel is om uitgevoer te word, ’n Behoeftebepaling is gedoen en aanbevelings word gelys. Die navorsing se bevindings is dat alhoewel die Seksie volgens internasionale en nasionale konsepte en prosedures funksioneer, die kliente se persepsies is dat die Seksie nie die kwaliteit dienste lewer wat hulle verwag nie.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52815
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