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The words of Lund and Nabavi, “we learn more about something if we talk about it” ( 2008 , p. 27), highlight the importance of conversation and dialogue in bringing about change – be it in an organization or in society. In South Africa, given the country's history, changed and new conversations are needed even though dialogue across ethnic, social and political divides does not come naturally. Despite celebrating 20 years of democracy, South Africans still face many economic, social and moral challenges. These challenges manifest themselves through protest actions against the slow pace of improvement in the townships, frustration with lack of personal progress among young South Africans and a lack of tolerance and understanding of the “others” ( Seekings, 2007 ). Unfortunately, change takes time and concerted effort ( Eyre & Littleton, 2013 ); trust must be built and is earned through participation in open dialogue and mutual negotiation ( Bardhan, 2011 , p. 97). Public relations (PR) activism as a manifestation of the postmodernist worldview and PR activists as change agents are at the heart of this exploratory study of the role of public relations in South African society. This article investigates the principles and methods used by Primedia Broadcasting South Africa's LeadSA initiative to start and facilitate social dialogue and to contribute to social change. Data were collected by means of interviews with key decision-makers at LeadSA. In addition, a variety of documents, such as electronic newsletters, internal documents and research reports, was analyzed. A case study approach was used to contextualize the theory and illustrate the principles and practices implemented by LeadSA. [ABSTRACT FROM AUTHOR]

• This study explores the perceptions of activism of early career public relations practitioners; social representation theory was used as meta-theoretical approach. • PR activism is explored in a diverse and developing context such as South Africa. • Individual influence and agency of young practitioners are explored. • PR activism is found to include promoting the interest of others and the PR profession. A critical, socio-cultural turn in the public relations research agenda has shifted attention away from a predominately organisational focus to include the individual practitioner, and their symbolic power relationships (Curtin & Gaither, 2005). This has resulted in critical interrogation of issues such as dissent, power and activism in professional role enactment with an emergent, activist stance that actively questions and resists existing power structures and normative practices (Holtzhausen, 2012). This turn requires PR as well as in a diverse range of other disciplines to find new forms of addressing some of the wicked problems of our time, such as the social and cultural influences that public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice. The positioning of the critical-cultural and postmodern paradigms lends itself to the application of social representation theory (SRT) as a framework for analysis and understanding (Bauer & Gaskell, 2008; p. 351). However, to date limited research has been conducted on the social influences public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice, especially in respect of public relations practitioners who occupy junior to mid-level positions in formal employment contexts. In particular, individual influence and agency of entry level or early career public relations practitioners in South Africa has been under researched. It is against this background that this study aims to determine the perceptions of early-mid career South African PRPs on how they socially represent their activism in a poly-contextual and diverse cultural context. This is especially important in a context where PRPs are required to justify the value their actions have in achieving social change. The findings suggest that South African activist public relations practitioner (PRP) role enactment may not only entail promoting the interests of those who are marginalised and excluded from social contexts, but also requires advocating for the legitimacy of their own activist role in their contexts of practice. [ABSTRACT FROM AUTHOR]