n Communicare : Journal for Communication Sciences in Southern Africa - Transcending diversity : the communication manager as ethical / moral ombudsperson in the postmodern organisational setting : research article

Abstract

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.

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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.

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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.