Abstract
M.Com. (Communications)
The purpose of this study was to place public relations officer in perspective
internal and external social responsibility. the role of the with regard to make this possible, an in-depth qualitative study was undertaken, which was primarily based on a literature study. The concept of social responsibility was defined by situating the essence and extent of social responsibility within the theory of public relations. The' discussion of social responsibility was done within the perspective of the social system, and a system theoretical 'orientation -to social responsibility and public relations was explored. A clear distinction was drawn between internal and external social responsibility. The situation of social responsibility within the public relations domain was investigated by means of a critical analysis. This showed that the role of the public relations officer will have to change to accommodate new demands, and
that a new corporative communications image of social responsibility has become necessary. The identification of specific problems in South Africa was discussed, and the development of a socially responsible policy based on these problems, received attention. Attention was given to the to facilitate the public social responsibility role of corporate communication relations officer in executing In conclusion, a qualitative research was conducted to analyse the attitude of a group of industrialists on the
East Rand with regard to social responsibility. This was followed by a discussion of the results and conclusions of the study, and recommendations based on the findings of the research.