South Africa, Nov. 28 -- "Communication in South Africa has forgotten one important element, and that is that it flows in both directions," says Dr Tersia Landsberg, (PhD) communications specialist, Co Communications, who presented the report findings on Thursday, 27 November.

"For example, the in-house practitioner who is campaigning to be at the (C Suite) table is often stuck thinking, What can I get from that table? What information can I get to make my job easier, better, faster?

"But there are not many cases in South Africa where they are asking, What can I add to that table? Yet, that is the absolute goal of PR and communications.

"All PR practitioners want to engage with the C-suite, but we need to start saying, I want to be her...