, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
2. INTRODUCTION
This portfolio presents a comprehensive public relations programme and evaluation framework for
the 2026 Standard Bank Joy of Jazz festival, one of Africa's premier live music experiences, which
returns to the Sandton International Convention Centre in Johannesburg from 25 to 26 September
2026 (Standard Bank, 2026). The portfolio is structured around two core components: the
development of a four-step public relations programme to raise awareness of Standard Bank's
sponsorship of the festival, and a critical discussion of four informal research methods used in the
evaluation of public relations programmes.
The first section of this portfolio applies the four-step formula for public relations planning —
defining the problem, planning and programming, acting and communicating, and evaluating the
campaign — to the Standard Bank Joy of Jazz scenario. As Cutlip, Center and Broom (2013:257)
explain, this formula provides a systematic and strategic approach to public relations that ensures
activities are grounded in research, aligned with organisational objectives, and measurable in their
outcomes. The programme is developed within a budget of R1 million and is designed to reach the
entire country, with the dual intention of raising awareness of Standard Bank's sponsorship and
encouraging jazz lovers and the general public to attend the festival (Standard Bank, 2026). Each
step of the formula is first defined theoretically, with reference to established public relations
scholars, and then applied practically to the given scenario.
The second section of this portfolio discusses four informal research methods used most frequently
in the evaluation of public relations programmes: personal contacts and informal conversations,
unscientific mail, email and telephone surveys, focus groups and panel studies, and media
monitoring and content analysis. According to Wilcox and Cameron (2012:35), informal research is
conducted without specific procedures or rules, making it difficult to replicate, and its results can be
used only for description, not for prediction. Nevertheless, as Seitel (2017:98) notes, informal
research methods remain widely used in public relations practice because they are cost-effective,
quick to implement, and provide valuable descriptive insights. Each method is named, discussed in
detail, and applied to the Standard Bank Joy of Jazz scenario where relevant.
Throughout this portfolio, the Augmented Harvard referencing style is used, with in-text citations
that include the author's surname, publication year, and page numbers where applicable (e.g., Smith,
2020:15). This ensures that all theoretical discussions are properly grounded in credible academic
sources and that the application to the scenario is transparent and academically rigorous.
In summary, this portfolio aims to demonstrate a practical and theoretically informed understanding
of public relations planning and evaluation, using the Standard Bank Joy of Jazz 2026 festival as a
case study to illustrate the application of public relations principles in a real-world context.
, 3. THE PUBLIC RELATIONS PROGRAMME
Public Relations Programme: Standard Bank Joy of Jazz 2026
To: Executive Management, Standard Bank South Africa
From: Public Relations Director
Subject: Four-Step Public Relations Programme — Standard Bank Joy of Jazz 2026
Budget: R1,000,000
1. Defining the Problem
Theoretical Discussion
The first step of the four-step public relations planning formula is defining the problem (also referred
to as "defining the situation" or "research and analysis"). According to Cutlip, Center and Broom
(2013:257), this step involves "the systematic investigation of the problem or situation" and requires
the practitioner to gather intelligence before any planning can occur. Seitel (2017:88) explains that
this stage answers the question: "What is happening now?" and involves researching the
organisation's environment to identify threats, opportunities, and public perceptions. Wilcox and
Cameron (2012:29) emphasise that this step requires a clear statement of the problem, including
"what is wrong, how it came about, and who is affected."
In the augmented Harvard style, this theoretical grounding requires proper referencing both in text
and in the source list (Smith, 2020:15).
Practical Application to the Scenario
The Situation:
The 2026 Standard Bank Joy of Jazz festival marks its 27th anniversary, returning to the Sandton
International Convention Centre in Johannesburg from 25–26 September 2026. The event will
feature an impressive line-up including Angélique Kidjo, Kamasu Washington, Mandisi Dyantyis,
Thandiwa Mazwai, and Nadia Gaba. The festival also coincides with two defining national
milestones: the 50th anniversary of the 1976 Soweto Uprising and 70 years since the 1956 Women's
March.
Identified Problem:
Despite the festival's longevity and cultural significance, awareness of Standard Bank's sponsorship
and the festival's broader socio-economic impact remains insufficient among the general public.
Specifically:
Low sponsorship visibility: The public may attend the festival without recognising Standard
Bank as the title sponsor, thereby reducing the bank's return on sponsorship investment
(Standard Bank, 2026).
Limited national reach: While the festival is a Johannesburg-based event, its cultural and
economic benefits (R34.5 million in direct spending, R86 million contributed to the Gauteng
economy, and 1,200+ temporary jobs) are not widely communicated to the broader South
African public (Standard Bank, 2026).
Missed opportunity for brand alignment: The festival's alignment with national milestones
(1976 Soweto Uprising and 1956 Women's March) provides a unique opportunity for Standard
Bank to position itself as a socially conscious and historically aware corporate citizen — an
opportunity that is currently under-leveraged.
2. INTRODUCTION
This portfolio presents a comprehensive public relations programme and evaluation framework for
the 2026 Standard Bank Joy of Jazz festival, one of Africa's premier live music experiences, which
returns to the Sandton International Convention Centre in Johannesburg from 25 to 26 September
2026 (Standard Bank, 2026). The portfolio is structured around two core components: the
development of a four-step public relations programme to raise awareness of Standard Bank's
sponsorship of the festival, and a critical discussion of four informal research methods used in the
evaluation of public relations programmes.
The first section of this portfolio applies the four-step formula for public relations planning —
defining the problem, planning and programming, acting and communicating, and evaluating the
campaign — to the Standard Bank Joy of Jazz scenario. As Cutlip, Center and Broom (2013:257)
explain, this formula provides a systematic and strategic approach to public relations that ensures
activities are grounded in research, aligned with organisational objectives, and measurable in their
outcomes. The programme is developed within a budget of R1 million and is designed to reach the
entire country, with the dual intention of raising awareness of Standard Bank's sponsorship and
encouraging jazz lovers and the general public to attend the festival (Standard Bank, 2026). Each
step of the formula is first defined theoretically, with reference to established public relations
scholars, and then applied practically to the given scenario.
The second section of this portfolio discusses four informal research methods used most frequently
in the evaluation of public relations programmes: personal contacts and informal conversations,
unscientific mail, email and telephone surveys, focus groups and panel studies, and media
monitoring and content analysis. According to Wilcox and Cameron (2012:35), informal research is
conducted without specific procedures or rules, making it difficult to replicate, and its results can be
used only for description, not for prediction. Nevertheless, as Seitel (2017:98) notes, informal
research methods remain widely used in public relations practice because they are cost-effective,
quick to implement, and provide valuable descriptive insights. Each method is named, discussed in
detail, and applied to the Standard Bank Joy of Jazz scenario where relevant.
Throughout this portfolio, the Augmented Harvard referencing style is used, with in-text citations
that include the author's surname, publication year, and page numbers where applicable (e.g., Smith,
2020:15). This ensures that all theoretical discussions are properly grounded in credible academic
sources and that the application to the scenario is transparent and academically rigorous.
In summary, this portfolio aims to demonstrate a practical and theoretically informed understanding
of public relations planning and evaluation, using the Standard Bank Joy of Jazz 2026 festival as a
case study to illustrate the application of public relations principles in a real-world context.
, 3. THE PUBLIC RELATIONS PROGRAMME
Public Relations Programme: Standard Bank Joy of Jazz 2026
To: Executive Management, Standard Bank South Africa
From: Public Relations Director
Subject: Four-Step Public Relations Programme — Standard Bank Joy of Jazz 2026
Budget: R1,000,000
1. Defining the Problem
Theoretical Discussion
The first step of the four-step public relations planning formula is defining the problem (also referred
to as "defining the situation" or "research and analysis"). According to Cutlip, Center and Broom
(2013:257), this step involves "the systematic investigation of the problem or situation" and requires
the practitioner to gather intelligence before any planning can occur. Seitel (2017:88) explains that
this stage answers the question: "What is happening now?" and involves researching the
organisation's environment to identify threats, opportunities, and public perceptions. Wilcox and
Cameron (2012:29) emphasise that this step requires a clear statement of the problem, including
"what is wrong, how it came about, and who is affected."
In the augmented Harvard style, this theoretical grounding requires proper referencing both in text
and in the source list (Smith, 2020:15).
Practical Application to the Scenario
The Situation:
The 2026 Standard Bank Joy of Jazz festival marks its 27th anniversary, returning to the Sandton
International Convention Centre in Johannesburg from 25–26 September 2026. The event will
feature an impressive line-up including Angélique Kidjo, Kamasu Washington, Mandisi Dyantyis,
Thandiwa Mazwai, and Nadia Gaba. The festival also coincides with two defining national
milestones: the 50th anniversary of the 1976 Soweto Uprising and 70 years since the 1956 Women's
March.
Identified Problem:
Despite the festival's longevity and cultural significance, awareness of Standard Bank's sponsorship
and the festival's broader socio-economic impact remains insufficient among the general public.
Specifically:
Low sponsorship visibility: The public may attend the festival without recognising Standard
Bank as the title sponsor, thereby reducing the bank's return on sponsorship investment
(Standard Bank, 2026).
Limited national reach: While the festival is a Johannesburg-based event, its cultural and
economic benefits (R34.5 million in direct spending, R86 million contributed to the Gauteng
economy, and 1,200+ temporary jobs) are not widely communicated to the broader South
African public (Standard Bank, 2026).
Missed opportunity for brand alignment: The festival's alignment with national milestones
(1976 Soweto Uprising and 1956 Women's March) provides a unique opportunity for Standard
Bank to position itself as a socially conscious and historically aware corporate citizen — an
opportunity that is currently under-leveraged.
