Abstract
Abstract:The words of Lund and Nabavi “we learn more about something if we talk about it” (2008, p.
27) highlight the importance of conversation and dialogue in bringing about change – be it in
an organization or in society. In South Africa, given the country’s history, dialogue across
ethnic, social and political divides does not come naturally. The need for changed and new
conversations exists in South Africa. Despite celebrating 20 years of democracy South
Africans still face many economic, social and moral challenges. These challenges manifest
themselves through protest actions against the slow pace of improvement in the townships,
frustration with lack of personal progress among young South Africans, a lack of tolerance
and understanding of the “others” (Seekings, 2007). Unfortunately change takes time and
concerted effort (Eyre & Littleton, 2013), trust must be built and is earned through
participation in open dialogue and mutual negotiation (Bardhan, 2011, p. 97). Public relations
activism as a manifestation of the postmodernist worldview and PR activists as change agents
are at the heart of this exploratory study of the role of public relations in the South African
society. The research aim of this article is to investigate the principles and methods used by
Primedia Broadcasting South Africa’s LeadSA initiative to start and facilitate social dialogue
and to contribute to social change. Data was collected by means of interviews with key
decision-makers at LeadSA. In addition, a variety of documents, such as electronic
newsletters, internal documents and research reports, were analysed. A case study approach
was used to contextualise the theory and illustrate the principles and practices implemented
by LeadSA.