BSTE 322
06/09/2021 – 10/09/2021
D. Kruger
LEEREENHEID 2
Openbare
betrekkinge en
kliëntediens
sdf
STUDY UNIT 2
Public relations and
customer service
Leereenheid 2 / Study Unit 2
Na afhandeling van hierdie
leereenheid sal jy in staat wees
om die volgende te doen:
After completion of this study
unit you must be able to do
the following:
• openbare betrekkinge te definieer;
• die belangrike elemente verwant aan
openbare betrekkinge te verduidelik;
• te onderskei tussen en te bespreek
hoe openbare betrekkinge deur
verskillende media-instrumente
gekommunikeer kan word om die
korporatiewe boodskap aan klante te
help oordra;
• te verduidelik wat met klantediens en
bestuur van klantervarings bedoel
word.
• Define public relations;
• Explain the important elements
related to public relations;
• Distinguish between and discuss
how public relations can be
communicated trough different
media tools to help convey the
corporate message to customers;
• Explain what is meant by
customer service and customer
experience management.
Leergedeelte 2.1
Openbare betrekkinge
Study Section 2.1
Public relations
Inleiding / Introduction
• Die funksionering van
openbare betrekkinge in
'n onderneming is apart
van die
bemarkingsfunksie.
• Openbare betrekkinge
bestuur is 'n formele en
stelselmatige poging om
die organisasie in 'n
gunstige lig uit te beeld
en ongunstige publisiteit
teë te werk.
• Handboek, afdeling
13.14.7 (bl. 461-466).
• The public relations
management function
inside a business is
separate from the
marketing function.
• Public relations
management is a formal
and systematic effort to
portray the organisation
in a favourable light and
to counteract
unfavourable publicity.
• Textbook, section 13.14.7
(p. 461-466)
Inleiding / Introduction
• Die doel van openbare
betrekkinge bestuur is
om effektiewe
verhoudings met
verskillende
belanghebbendes van
die organisasie te bou,
insluitend interne
werknemers en
aandeelhouers, sowel as
eksterne verskaffers,
mededingers en die
regering.
• The aim of public
relations (PR)
management is to build
effective relations with
different stakeholders
of the organisation,
including internal
employees and
shareholders, as well
as external suppliers,
competitors and the
government.
2.1.1 Definisie van openbare betrekkinge /
Defining public relations
Links to practical examples of good PR
• https://blog.hubspot.com/marketing/public-relations-examples
© North-West University (2012)
2.1.1 Definisie van openbare betrekkinge /
Defining public relations
• Openbare betrekkinge
• PR builds good
bou goeie
relations with the
verhoudings met die
organisation’s various
verskillende publieke
publics by obtaining
organisasies deur
favourable publicity,
gunstige publisiteit te
building a sound
verkry, 'n gesonde
corporate image and
korporatiewe beeld op
handling or heading
te stel en ongunstige
off unfavourable
gerugte, verhale en
rumours, stories and
gebeure te hanteer of
events.
af te weer.
2.1.1 Definisie van openbare betrekkinge /
Defining public relations
• Dit is 'n doelbewuste,
beplande en volgehoue
kommunikasieproses
• tussen 'n onderneming en
sy publiek
• met die doel om gesonde
strategiese betrekkinge te
bekom, te handhaaf of te
verbeter en
• wedersydse begrip tussen
die organisasie en sy
verskillende publieke,
• beide intern en ekstern.
• It is a deliberate, planned
and sustained process of
communication
• between a business and its
publics
• for the purpose of
obtaining, maintaining or
improving sound strategic
relations and
• mutual understanding
between the organisation
and its various publics,
• both internal and external.
Belangrike elemente van die definisie /
Important elements of the definition
•Dit is 'n doelbewuste aktiwiteit
(bewustelik en doelgerig)
•Dit is 'n beplande aktiwiteit
(antisipeer gebeure en is
voorbereid op probleme en
gebeurlikhede; proaktief en
toekomsgerig)
•Dit is 'n volgehoue aktiwiteit (die
publiek is in 'n konstante proses
van verandering)
•Dit is 'n kommunikasieproses
(vestig kommunikasiekanale)
•Dit handel oor publieke, intern
en ekstern (publiek = enige groep
wat die organisasie of sy
bedrywighede beïnvloed)
•It is a deliberate activity
(conscious and purposeful)
•It is a planned activity
(anticipates events and is
prepared for problems and
contingencies; pro-active and
future-oriented)
•It is a sustained activity (public
is in a constant process of
change)
•It is a communication process
(establish communication
channels)
•It deals with publics, internal and
external (public = any group that
influences the organisation or its
operations)
2.1.2 Elemente wat verband hou met openbare
betrekkinge / Elements related to public relations
© North-West University (2012)
Onlangse voorbeelde van swak Openbare betrekkinge /
Recent examples of poor Public Relations
• Momentum life policy
scandal
• South Africans reacted with outrage
when life assurance company
Momentum refused to pay out a
R2.4m life claim to a hijack victim.
• As Business Live
reported, Momentum
rejected the claim based
on non-disclosure of high
blood sugar and argued
that the contract was
entered in bad faith.
South Africa retailers
remove TRESemmé
products from shelves over
'racist ad
2.1.3 Reklame vs Openbare betrekkinge /
Advertising vs Public relations
© North-West University (2012)
2.1.4 Sleutelkenmerke van Openbare betrekkinge /
Key characteristics of Public Relations
1. Betekenis
2. Belangrike
bestuursfunksie
3. Publisiteit en
Openbare
Betrekkinge
4. Wye reeks aktiwiteite
5. Verskeie partye
6. Deurlopende proses
1. Meaning
2. Important
Managerial
Function
3. Publicity and Public
Relations
4. Wide Range of
Activity
5. Various Parties
6. Continuous Process
2.1.4 Sleutelkenmerke van Openbare betrekkinge /
Key characteristics of Public Relations
7. Bestuursfilosofie
8. Alle-vlakke aktiwiteit
9. Roetine-aktiwiteit
10. Essensie van
openbare betrekkinge
11. Openbare
betrekkinge as ‘n
professie
12. Openbare
betrekkinge as ‘n kuns
7. Management
Philosophy
8. All Level Activity
9. Routine Activity
10.Essence of Public
Relations
11.Public Relations as
a Profession
12.Public Relations as
an Art
2.1.5 Openbare betrekkinge media /
Public relations media
• Die gesproke woord
 The spoken word
• Die gedrukte media
 The printed media
o koerante
o tydskrifte
o Maatskappye
publikasies
• Sig en klank
o Radio en televisie
o Flieks en video's
o Newspapers
o Magazines
o Company publications
 Sight and sound
o Radio and television
o Films and videos
2.1.5 Openbare betrekkinge media /
Public relations media
• Spesiale geleenthede  Special events
o Perskonferensies
o Besoeke aan die
onderneming
o onthale
o uitstallings
o Krisisbestuur
• Die internet
o Press conferences
o Visits to the business
o Receptions
o Exhibitions
o Crisis management
 The Internet
2.1.5 Openbare betrekkinge media /
Public relations media
2.1.6 Kwaliteitsaanduiders vir Openbare betrekkinge /
Quality indicators for PR
• Die bestuur hanteer
negatiewe publisiteit
vinnig.
• Minder / min / geen
voorvalle van negatiewe
publisiteit.
• Gereelde positiewe
persverklarings.
• Implementeer volhoubare
korporatiewe maatskaplike
beleggingsprogramme
(CSI).
• Goeie resultate van
openbare opnames oor
sake-beeld.
• Management deals quickly
with negative publicity.
• Fewer/ few/ no incidents
of negative publicity.
• Regular positive press
releases.
• Implement sustainable
Corporate Social
Investment (CSI)
programmes.
• Good results of public
surveys on business
image.
2.1.6 Kwaliteitsaanduiders vir Openbare betrekkinge /
Quality indicators for PR
• Hoë standaard van interne
publisiteit / voorkoms van
gebou (e) / professionele
manier om telefone te
beantwoord / voorkoms van
korrespondensie.
• Lewer kwaliteit / goedere
wat die handelsmerk /
beeld onder die
belangrikste
belanghebbendes bevorder,
bv. klante / verskaffers /
regering / diensverskaffers.
• Voldoening aan onlangse
wetgewing, bv. SEB
voldoening.
• High standard of internal
publicity/ appearance of
building(s)/ professional
way of answering
telephones/ appearance of
correspondence.
• Deliver quality goods/
services that promote the
brand/ image among key
stakeholders, e.g.
customers/ suppliers/
government/ service
providers.
• Compliance with recent
legislation, e.g. BEE
compliant.
PR vs Publicity
© North-West University (2012)
ONTHOU / REMEMBER
© North-West University (2012)
© North-West University (2012)