Using a Delphi Method in the Future of PR and Communication Global Study: South African Findings on Social Impact and PR Education

Public relations in Africa and South Africa has evolved in accordance with its changing landscape. The purpose of this article is to present the views of South African public relations educators and practitioners who participated in a global study titled “The Future of PR and Communication and Their Social Impact”. Earlier studies on the roles of public relations in South Africa highlighted its strategic role with reports that South African public relations practitioners indicated an increase in strategic influence but with limited understanding and use of measurement applications and social impact analysis, which are key components in showcasing the influence of public relations in society. It is therefore essential to revisit the perceptions of public relations practitioners and educators of their roles and the social impact on society, together with their influence on public relations education. The global study “The Future of PR and Communication and Their Social Impact” applied a Delphi-method approach, which included various rounds of concept testing and meaning-making. Significant findings obtained from these participants are aligned with international views and include an emphasis on the integration of communication activities with organisational business objectives, as well as practical, real-life experiences included in public relations education. Participants agreed that social impact could be achieved through stakeholder engagement, agenda setting, creating awareness and influencing the corporate social responsibility focus of organisations. Participants viewed social value as the outcome of social impact activities.