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- Communicare : Journal for Communication Sciences in Southern Africa
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- Volume 19, Issue 2, 2000
Communicare : Journal for Communication Sciences in Southern Africa - Volume 19, Issue 2, 2000
Volumes & issues
Volume 19, Issue 2, 2000
Author B. SteynSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 1 –33 (2000)More Less
The body of knowledge in the field of corporate communication indicates a strategic role for the corporate communication manager. However, there are but a few references to corporate communication 'strategy' in a strategic organisational context. Few practitioners seem to understand the meaning of strategy, although it is a known, uncomplicated concept to those familiar with management theory. The key problem seems to lie in the application of strategy for corporate communication (public relations) issues.
It is therefore the aim of this article to explain the meaning of strategy in a corporate communication context. Based on the strategic management Literature, corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function. It is differentiated from implementation strategy as it is known in the communication plan - the latter being the approach to communication activities. Corporate communication strategy is proposed as providing the missing link between the corporate strategy and the corporate communication function.
Transcending diversity : the communication manager as ethical / moral ombudsperson in the postmodern organisational setting : research articleSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 34 –50 (2000)More Less
Although the philosophy of ethical and socially responsible communication management practices has a long history and has been described in great detail, the notion of the communication manager as an ethical / moral ombudsperson is relatively new.
With increasing numbers of communication managers now forming part of the dominant coalition / strategic decision-making team in many organisations, the real influence that these individuals have over the values that organisations accept should be critically assessed.
The new role of the communication manager is conceptualised as constituting two spheres of responsibility. Internally the communication manager should be facilitating the establishment and acceptance of ethically / morally acceptable organisational values. These values will then figure in external organisational behaviour, while the communication manager will act as the eyes and ears of the society in which he / she operates.
Author S. VerweySource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 51 –68 (2000)More Less
The advent of the Communication Age sets the challenge for public relations to lead corporations and other organisations on several levels, including the integration of relationships with various stakeholders, management functions, corporate and organisational structures as well as the integration with society. The successful integration at these levels will depend on the range of leadership that corporate communication professionals demonstrate from a macro level of interaction with society to a more micro level of individual stakeholders. As a result, public relations professionals must understand the major issues and trends confronting business and society, and be able to effectively communicate their longterm implications to management. Key issues that will remain of concern include many challenges that are a function of technology and changing times. The future of public relations practice depends on how well the profession adapts to changes in the new media environment and to shifts in economic, social and business paradigms.
This article explores the reasons why public relations practice has grown increasingly complex and discusses the challenges, threats and opportunities facing the profession in the new millennium.
Author M. RoodtSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 69 –73 (2000)More Less
Despite 14 joint years of working for two large Parastatal corporations and the largest Financial Services institution on the African continent, and of late three years as an independent communication consultant, I still have no clear-cut answer to the question of what the future holds for conventional communication. Note that I am steering clear of the word communications.
The technical and the strategic role of communication managers and the organisational constraints that influence these roles, I.M. de Jager : research forumAuthor I.M. De JagerSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 74 –75 (2000)More Less
The evaluation of Ubuntu as an Afrocentric management (and) communication approach, S.E. Arnoldi-van der Walt : research forumAuthor S.E. Arnoldi-van der WaltSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 75 –76 (2000)More Less
The correlation between employee satisfaction, vertical and horizontal communication, L. van der Ahee : research forumAuthor L. Van der AheeSource: Communicare : Journal for Communication Sciences in Southern Africa 19, pp 76 –77 (2000)More Less
The aim of the research is to provide a description of how participants experienced horizontal and vertical communication at ATC (Pty) Ltd. (a copper and fibre optic cable manufacturer), and to determine if there is a significant positive correlation between both horizontal and vertical communication, and employee satisfaction.
Identifying and understanding the key elements of strategic communication management in an attempt to demystify this concept for practical application, A. Schoeman : research forumAuthor A. SchoemanSource: Communicare : Journal for Communication Sciences in Southern Africa 19 (2000)More Less