A critical analysis of the role of strategic communication in strategic planning : a case study of South African universities
- Authors: Hadji, Mutambuli James
- Date: 2016
- Subjects: Communication in management Business communication Strategic planning
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10353/8209 , vital:31978
- Description: The debate on how the communication function can contribute at a strategic level to organisational success is an on-going one because communicators still need to prove their relevance at the top management level. In general, the contribution of communication as a management function in corporate strategy is not known. It is either considered an afterthought or as an element within other functional departments. In this regard, the purpose of this study was to analyse critically the role of communication in strategic planning at the selected South African universities. To achieve this main objective, institutional theory was applied, as it seeks to affirm the role of communication in decision-making with the intention to be legitimised. In-depth interviews were conducted with senior communicators and strategy planners at six universities on how they approach strategic planning in their respective universities. Significant from the findings was the fact that the South African universities follow the same process for strategic planning. Regarding the role of strategic communication, the findings confirmed literature in the sense that communication practice at functional level has been institutionalised but not at the top management level. It was this study’s finding that university reputation and positioning did not prominently feature in the strategic planning processes. Furthermore, this study found that communicators should play a leading in environmental scanning to identify society, industry and commerce with a view to fine-tune the university’s qualification mix. That is, communicators should provide intelligence on changes in the environment which serve as the basis of the development of university strategies. In other words, they should provide vital information to top management to enable them to take informed strategic decisions. Lastly, it was this study’s finding that communicators should conduct evaluation research to assist top management in comparing the set strategic objectives with actual performance. In addition, the communicators should assist top management in determining corrective actions if need be. In view of these findings, this study developed guidelines that will empower communicators to make a more meaningful contribution in the strategic planning process. Given the paucity of research evidence of strategic communication in a university context, the study provides a better understanding of the theory and practice thereof.
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- Date Issued: 2016
An evaluation of the government communication and information system's communication strategy: a case study of the 16 days of activism campaign in Soshanguve
- Authors: Hadji, Mutambuli James
- Date: 2012
- Subjects: Government Communication & Information System (South Africa) -- Evaluation , Information services -- Government policy -- South Africa , Communication policy -- South Africa , Human rights -- Women , Public health -- South Africa , Women -- Crimes against -- South Africa , Children -- Crimes against -- South Africa , Soshanguve (South Africa)
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11364 , http://hdl.handle.net/10353/d1004900 , Government Communication & Information System (South Africa) -- Evaluation , Information services -- Government policy -- South Africa , Communication policy -- South Africa , Human rights -- Women , Public health -- South Africa , Women -- Crimes against -- South Africa , Children -- Crimes against -- South Africa , Soshanguve (South Africa)
- Description: United Nation's (UN) millennium development goal number three is aimed at eliminating gender inequality and empowering women. Gender-based violence is recognised as a global public health and human rights problem that leads to high rates of morbidity and mortality, including sexually transmitted infections, depression, post-traumatic stress disorder, substance dependence and suicide. In responding to this international public health and human rights concern, the South African government has adopted numerous public health communication strategies to highlight the plight of women and children. One of the campaigns that are conducted in South Africa is the 16 Days of Activism for No Violence Against Women and Children (16 Days of Activism Campaign). This campaign was introduced in 1999 but the literature review reveals that to date, no studies have focused on its evaluation. As such, the purpose of this study is to evaluate the 16 Days of Activism Campaign with special reference to the Soshanguve community in Gauteng province. This study builds on two theories, namely the excellence theory and the diffusion of innovation theory. Mixed research methods (also called triangulation) was used whereby in-depth interviews were conducted with representatives from the Government Communication and Information System and the Department of Women, Children and People with Disability to establish the promotion strategies used in the campaign and the methods used to assess the effectiveness of the campaign. Furthermore, a self-administered questionnaire survey was conducted within the Soshanguve community to evaluate the promotion strategies and assess the impact of the campaign.This study revealed a high level of reliance on the television, radio and newspapers in the communication strategies. Both government departments acknowledged that they do not have a tool to evaluate the effectiveness of the campaign from the receivers‟ perspective. The Soshanguve community felt that in essence the campaign is relevant but not on time. The residents viewed the study as an important part of creating awareness about the campaign and they believed the campaign helped them to know what to do when faced with gender-based violence so that they can assist those who are affected by it.
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- Date Issued: 2012