DPR1505
Due date:29 August 2024
Lecturers: Mr S Mfuphi
Prof S Rens
Introduction
The purpose of this public relations programme is to raise awareness about Capitec Bank's sponsorship
of the Rocking the Daisies Festival 2024 and encourage existing and prospective customers to attend the
festival.
2. PLANNING FOR PUBLIC RELATIONS PROGRAMMES AND CAMPAIGNS
2.1. Public Relations: Public relations refers to the strategic management of relationships between an
organisation and its stakeholders to achieve mutual understanding and benefit (Smith, 2020).
2.2. Propaganda: Propaganda is a form of communication that aims to influence public opinion through
biased or misleading information (Stauber, 2019).
2.3. Public Opinion: Public opinion refers to the collective attitudes and beliefs of a population on a
particular issue or topic (Bloom, 2018).
2.4. Opinion-Makers: Opinion-makers are individuals who have the power to influence public opinion,
such as media personalities or thought leaders (Katz, 2019).
2.5. Persuasion: Persuasion is the process of influencing someone’s beliefs, attitudes, or behaviours
through communication (Gass, 2020).
, OR
2.1 Public Relations
Public relations refers to the strategic management of communication between an organisation and its
stakeholders to build and maintain a positive image and reputation.
2.2 Propaganda
Propaganda is a form of communication that aims to influence people's beliefs or actions by presenting
information in a biased or misleading way.
2.3 Public Opinion
Public opinion refers to the collective attitudes, beliefs, and views held by a population or segment of
society on a particular issue or topic.
2.4 Opinion-Makers
Opinion-makers are individuals or groups who have the power to influence public opinion through their
expertise, position, or reputation.
2.5 Persuasion
Persuasion is the process of using communication to influence people's beliefs, attitudes, or actions.
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