The role of public relations in enhancing competitiveness of the Durban Film Industry

Abstract

The Durban film industry possesses great potential, however, the lack of adequate infrastructure, poor marketing and public relations, insufficiency of resources, and lack of exposure, among other concerns, have undermined this sector and invariably analysts have perceived this as a missed opportunity. As mentioned, the local film industry cannot generate enough volume on its own, it needs more public relations efforts to help it succeed and without these factors, it could be very difficult for the industry to achieve its objectives. There is a gap in the knowledge base as to what public relations (PR) can do to enhance competitiveness of the Durban film industry (DFI). Therefore, this study sought to explore the role of public relations in enhancing the competitiveness of the Durban film industry. A qualitative research methodology was used. A sample size of 16 participants was selected using purposive sampling. Data was collected through semi-structured interviews and thematic analysis was conducted to deduce themes. The study found that the performance of the Durban film industry is not as competitive as other national and international film industries. Public relations play a significant role in promoting local films, raising awareness, developing and maintaining relationships as well as seeking support from sponsors and other related stakeholders. Furthermore, the study found that there are PR-related challenges that are hindering the role of PR in enhancing the competitiveness of the DFI, including lack of global awareness, poor networking, poor reputation, perceptions of the people, poor relationship with local people and international audience, as well as lack of sponsorship. Therefore, the study recommended that PR in DFI should be provided with adequate financial resources, to undertake campaigns, awareness road shows and engage in collaborations with other stakeholders from the national and international film industry. This will lead to successful progress of the DFI, providing them with a competitive advantage.