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Thin line between PR in theory and practice

Among the many submissions of the definition of Public Relations, the Public Relations Society of America defines it as  “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” (Forbes.com)

There is a bridge between PR in theory and its practice that creates a conflict in young graduates mind when entering the PR and communication field. In many African countries; the practice of PR consists of paying the media in order to have some media coverage and exposure, to the contrary to the theory where PR is about persuading the media to have interest in one's story for coverage. 
This challenged faced by firms within the continent puts in question the effectiveness of public relations and where to draw the line between paid "propaganda" PR and persuasive "real" PR.

With all this in mind, the question of "is PR used effectively and achieving its full potential in the African setting where media has to be paid for publication?"

Can we really say we are doing "PR" if the only persuasive skill used to attract and interest the media is cash/payment above story-telling and news-worthy information. Does the answer lie in the lack of understanding in the field from our stakeholder; clients, consumers and shareholders? or is it an active and conscious decision made by leading firms in the industry hindering small firms to bring about authentic, innovative and true meaning to the word Public Relations?
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