, DPR3711
EXAMINATION
(PORTFOLIO) 2026
DUE 26 OCTOBER 2026
OPTION A …………………………………………………………………………………………………………………….. PAGE 3
OPTION B …………………………………………………………………………………………………………………….. PAGE 33
,OPTION A
PUBLIC RELATIONS RESEARCH PROPOSAL
1.1 Research Title
Assessing Local Communities' Perceptions of Anglo American Platinum's Local Economic Initiatives:
A Public Relations Communication Perspective
1.2 Background and Context of the Study
Anglo American Platinum (Amplats) is one of the world's largest platinum group metals (PGMs)
producers, operating primarily in South Africa. The company has mining operations in regions such
as the Bushveld Complex, including mines in Limpopo and North West provinces (Anglo American
Platinum, 2023). As a significant economic player in these regions, Amplats has implemented
various local economic development initiatives aimed at promoting economic sustainability in
surrounding communities.
These initiatives include local employment programmes, skills development and training, support
for small, medium and micro enterprises (SMMEs), local procurement strategies, enterprise and
supplier development, and community investment projects (Anglo American Platinum, 2023). The
company's social and labour plans, mandated by the Mineral and Petroleum Resources
Development Act (Act 28 of 2002), require mining companies to contribute to local economic
development in areas where they operate (Department of Mineral Resources and Energy, 2022).
Local economic sustainability is critical for mining companies because their operations depend on
community support and stable socio-economic environments. According to the Brundtland Report,
sustainability involves meeting present needs without compromising future generations' ability to
meet their own needs (World Commission on Environment and Development, 1987). Economic
sustainability, specifically, requires companies to remain financially viable while contributing
positively to communities and economies in which they operate.
Community perceptions of these initiatives are important because they influence the company's
social licence to operate, reputation and stakeholder relationships (Thomson and Boutilier, 2011).
If communities perceive that the company is not contributing adequately to local economic
development, this can lead to protests, operational disruptions and reputational damage.
Conversely, positive perceptions can enhance trust, collaboration and long-term viability.
There is a need to conduct this study because while Amplats invests significantly in local economic
initiatives, limited research exists on how these initiatives are communicated to local communities
and how communities perceive them. Understanding community perceptions and the effectiveness
of communication tools is essential for improving stakeholder engagement strategies and ensuring
that initiatives meet community expectations. This study focuses on Amplats because of its
prominent role in the South African mining sector and its extensive local economic development
commitments.
, 1.3 Research Problem Statement
Despite Anglo American Platinum's substantial investment in local economic development
initiatives, there is limited understanding of how these initiatives are communicated to local
communities and whether communities perceive them as effective and beneficial. Poor
communication or misalignment between organisational efforts and community expectations can
result in negative perceptions, mistrust and strained stakeholder relationships. This can threaten
the company's social licence to operate and undermine the sustainability of its operations.
Therefore, the research problem is the potential disconnect between Amplats' local economic
initiatives, the communication tools used to convey these initiatives, and local communities'
perceptions of the company's contribution to local economic development.
1.4 Research Objectives
To identify and describe the communication tools Anglo American Platinum uses to communicate
its local economic development initiatives to local communities.
To assess local communities' perceptions of Anglo American Platinum's local economic
development initiatives.
1.5 Research Questions
What communication tools does Anglo American Platinum use to communicate its local economic
development initiatives to local communities?
What are local communities' perceptions of Anglo American Platinum's local economic
development initiatives?
1.6 Literature Review
Stakeholder Theory
Stakeholder theory, originally developed by Freeman (1984), posits that organisations should
consider the interests of all parties affected by their activities, not merely shareholders.
Stakeholders are defined as "any group or individual who can affect or is affected by the
achievement of the organisation's objectives" (Freeman, 1984:46). This theory provides a
theoretical foundation for understanding the relationship between organisations and their local
communities by emphasising that businesses have ethical and strategic obligations to engage with
and respond to stakeholder concerns (Donaldson and Preston, 1995).
Stakeholder theory is particularly relevant to this study because it underscores the importance of
understanding community perceptions and maintaining positive relationships with local
communities. According to Mitchell, Agle and Wood (1997), stakeholders possess power, legitimacy
and urgency, which determine their salience to the organisation. Local communities affected by
mining operations often possess all three attributes, making them critical stakeholders whose
perceptions can significantly impact organisational legitimacy and sustainability.
EXAMINATION
(PORTFOLIO) 2026
DUE 26 OCTOBER 2026
OPTION A …………………………………………………………………………………………………………………….. PAGE 3
OPTION B …………………………………………………………………………………………………………………….. PAGE 33
,OPTION A
PUBLIC RELATIONS RESEARCH PROPOSAL
1.1 Research Title
Assessing Local Communities' Perceptions of Anglo American Platinum's Local Economic Initiatives:
A Public Relations Communication Perspective
1.2 Background and Context of the Study
Anglo American Platinum (Amplats) is one of the world's largest platinum group metals (PGMs)
producers, operating primarily in South Africa. The company has mining operations in regions such
as the Bushveld Complex, including mines in Limpopo and North West provinces (Anglo American
Platinum, 2023). As a significant economic player in these regions, Amplats has implemented
various local economic development initiatives aimed at promoting economic sustainability in
surrounding communities.
These initiatives include local employment programmes, skills development and training, support
for small, medium and micro enterprises (SMMEs), local procurement strategies, enterprise and
supplier development, and community investment projects (Anglo American Platinum, 2023). The
company's social and labour plans, mandated by the Mineral and Petroleum Resources
Development Act (Act 28 of 2002), require mining companies to contribute to local economic
development in areas where they operate (Department of Mineral Resources and Energy, 2022).
Local economic sustainability is critical for mining companies because their operations depend on
community support and stable socio-economic environments. According to the Brundtland Report,
sustainability involves meeting present needs without compromising future generations' ability to
meet their own needs (World Commission on Environment and Development, 1987). Economic
sustainability, specifically, requires companies to remain financially viable while contributing
positively to communities and economies in which they operate.
Community perceptions of these initiatives are important because they influence the company's
social licence to operate, reputation and stakeholder relationships (Thomson and Boutilier, 2011).
If communities perceive that the company is not contributing adequately to local economic
development, this can lead to protests, operational disruptions and reputational damage.
Conversely, positive perceptions can enhance trust, collaboration and long-term viability.
There is a need to conduct this study because while Amplats invests significantly in local economic
initiatives, limited research exists on how these initiatives are communicated to local communities
and how communities perceive them. Understanding community perceptions and the effectiveness
of communication tools is essential for improving stakeholder engagement strategies and ensuring
that initiatives meet community expectations. This study focuses on Amplats because of its
prominent role in the South African mining sector and its extensive local economic development
commitments.
, 1.3 Research Problem Statement
Despite Anglo American Platinum's substantial investment in local economic development
initiatives, there is limited understanding of how these initiatives are communicated to local
communities and whether communities perceive them as effective and beneficial. Poor
communication or misalignment between organisational efforts and community expectations can
result in negative perceptions, mistrust and strained stakeholder relationships. This can threaten
the company's social licence to operate and undermine the sustainability of its operations.
Therefore, the research problem is the potential disconnect between Amplats' local economic
initiatives, the communication tools used to convey these initiatives, and local communities'
perceptions of the company's contribution to local economic development.
1.4 Research Objectives
To identify and describe the communication tools Anglo American Platinum uses to communicate
its local economic development initiatives to local communities.
To assess local communities' perceptions of Anglo American Platinum's local economic
development initiatives.
1.5 Research Questions
What communication tools does Anglo American Platinum use to communicate its local economic
development initiatives to local communities?
What are local communities' perceptions of Anglo American Platinum's local economic
development initiatives?
1.6 Literature Review
Stakeholder Theory
Stakeholder theory, originally developed by Freeman (1984), posits that organisations should
consider the interests of all parties affected by their activities, not merely shareholders.
Stakeholders are defined as "any group or individual who can affect or is affected by the
achievement of the organisation's objectives" (Freeman, 1984:46). This theory provides a
theoretical foundation for understanding the relationship between organisations and their local
communities by emphasising that businesses have ethical and strategic obligations to engage with
and respond to stakeholder concerns (Donaldson and Preston, 1995).
Stakeholder theory is particularly relevant to this study because it underscores the importance of
understanding community perceptions and maintaining positive relationships with local
communities. According to Mitchell, Agle and Wood (1997), stakeholders possess power, legitimacy
and urgency, which determine their salience to the organisation. Local communities affected by
mining operations often possess all three attributes, making them critical stakeholders whose
perceptions can significantly impact organisational legitimacy and sustainability.
