Abstract
Public relations in Africa and South Africa has evolved in accordance with its changing landscape. The South African public relations practitioner still operates as a technician, manager and strategist, with a steady increase in the performance of strategic decision-making roles in organisations. 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 ". Current views expressed by these public relations experts include perspectives on their roles, social impact and value, and their influence on public relations education. 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 its 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. This method is ideal for obtaining the views of public relations experts and reaching consensus within a specific geographical context such as South Africa. The study offered a unique approach to public relations research in South Africa, both in research methodology and opportunity to participate in a global study in 23 countries with over 600 participants. As is customary in a Delphi study, the researchers asked participants to match a series of characteristics with a specific label and practice noun describing public relations roles and social impact. This approach enabled comparisons of both assumptions and focus areas of regional (South African) public relations educators and practitioners. Significant findings obtained from these participants are aligned with international views and included 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.