SOUTH AFRICAN PERSPECTIVES.

Public Relations: South African Perspectives revisits the concept of public relations within the South African environment in the context of the global arena. The book provides South African perspectives on various issues in the field of public relations theory, research and practice. Edited by Professor Ronel Rensburg (University of Pretoria) and Professor Mike Cant (UNISA), this book is indispensable for students and practitioners.

The book comprises three main sections. Section 1 Theoretical background to public relations investigates the key concepts of integrated marketing communication (IMC), the interrelationship between marketing and public relations, and the role of public relations  in the organisation, in the business environment and in society.

Section2, The performance dimension of public relations deals with the practical implementation of public relations. It also investigates public relation campaign planning and management; the inte5rrelationship of marketing, public relations and relationship management, media relations, internal branding and its role in creating and sustaining business performance; the internet and public relations; and public relations research.

Section 3, Current issues under scrutiny in the field of public relations focuses on ethics and how they impact on the practice of public relations in organisations and society.

The various sections consist of individual interrelated chapters written by well-known scholars in the fields of marketing, communication and public relations. A variety of South African case studies are presented to illustrate the state of the public relations profession in the country.