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- Communicare : Journal for Communication Sciences in Southern Africa
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- Volume 21, Issue 2, 2002
Communicare : Journal for Communication Sciences in Southern Africa - Volume 21, Issue 2, 2002
Volumes & issues
Volume 21, Issue 2, 2002
Author Sonja VerweySource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp V –VI (2002)More Less
In the past, much reference has been made to the fundamental difficulties that underlie the practice of public relations or communication management, as it has been referred to more recently. The practice of public relations has fundamental difficulties that are not being ameliorated by the tremendous growth of the profession and its extension into new areas as a result of growing internationalization through globalization. There are both obvious and underlying problems that characterize the study and practice of the field. Underlying problems include the lack of agreement on the fundamental purpose and scope of the function itself. More obvious problems include its lack of scientific status and professionalism, as well as a lack of recognition within the industry. There seems to be general agreement that public relations must achieve professional status before its social role will be broadly accepted as valuable to society and organizational clients will value the counsel of public relations professionals. Currently it would appear as though the closest claim public relations professionals can make to professionalism is being able to influence the choice of the public relations model the organization adopts by becoming part of the dominant organizational coalition.
Source: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 1 –28 (2002)More Less
Limited research has been conducted on the integration of the communication profession. The successful integration of the different fields of the communication disciplines as well as the functional levels of each, are determined by, firstly, the theoretical underpinnings of the profession and secondly, the range of viewpoints on these levels that exist in the industry. Based on this, a pilot study was conducted to determine how the theoretical differentiation of the different fields in the communication profession relates to the demands of the practical environment. This research was set against a combination of a theory-based and practical analysis of the different fields and functional levels of the communication profession in the industry. This article is divided into four main sections that provide an overview of this research and the results. The first section presents a brief literature review of the differentiation of the communication profession into different fields. The second section proposes a theoretical basis for the study of the fields of the communication profession. The third section contains the actual research in terms of a qualitative content analysis of recruitment advertisements for communication professionals in selected newspapers and online media. The fourth section provides an analysis and presentation of the results of the study and proposes an integrated approach in terms of the fields and functional levels of the communication profession.
Author C. ScrivenSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 29 –41 (2002)More Less
This article addresses the Marketing Public Relations (MPR) concept, whose emergence can partly be ascribed to the continuous debate regarding the respective boundaries of both the fields of public relations and marketing. The article first explains the nature of the debate and then explores the emergence and some theory of MPR. It also argues the position of MPR in the organisation and finally contemplates its future.
This article in particular debates the current apprehension that MPR is merely product publicity or mostly adds credibility to an organisation's product advertising efforts. It argues that MPR can achieve much more in the organisation than scholars and theorists currently address, especially with regard to the establishment of long-term customer relationships and trust.
A meta-theoretical framework for the role of the corporate communication strategist : research articleAuthor B. SteynSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 42 –63 (2002)More Less
The aim of this research is to provide a meta-theoretical framework for the conceptualisation of the role of the corporate communication strategist. The latter has previously been conceptualised by the author as a role at the top management or macro level of the organisation. It entails gathering, interpreting and disseminating strategic intelligence on stakeholders and issues amongst decision-makers (obtained by means of environmental scanning) - to be used as input in the organisation's strategy formulation processes.
The problem addressed in this research is the changing role of business in society and how the corporate communication function could assist the organisation in achieving a balance between commercial imperatives and socially responsible behaviour. Seven approaches to the role of business in society are identified and discussed. It is suggested that the meta-theoretical approach to the conceptualisation of the role of the strategist is a synthesis of six of these approaches, namely the social responsibility/ethical approach, corporate social responsiveness approach, the corporate social performance approach, the stakeholder approach, the issues approach and the corporate community approach.
Author A. CombrinkSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 64 –70 (2002)More Less
The South African Qualifications Authority was promulgated by enabling legislation through the SAQA Act (59 of 1995). The mandate of SAQA is quite simply to establish and maintain the National Qualifications Framework or NQF. This is a structure derived after study and investigation of a number of similar systems internationally, especially in the USA, UK (more specifically Scotland), Australia and New Zealand. Note that all the countries used as exemplars are developed countries. The philosophy underlying this process emanates from the avowed intention to shift thinking from education for employment to education about employability - to be effected via the critical crossfield outcomes, thus OBE. The upside of the process has been that SAQA has laudable aims and objectives and is democratic with a strong emphasis on relevance. Some serious hiccups in the system have led to the setting-up of the NQF Study Team being appointed to scrutinise the activities and functionality of the NQF, and to ensure that the work of SAQA be streamlined and accelerated. The SAQA structure as devised is not user-friendly to higher education institutions. The recommendation by the Study Team, that issues dealing with higher education should be transferred to the appropriate structures, is strongly supported. This would make it possible, for example, to have a more flexible and workable structure of qualifications and concomitant level descriptors.
The communication profile of the officer commanding in the South African Navy, F.J. Du Preez (University of Pretoria) : research forumAuthor F.J. Du PreezSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 71 –72 (2002)More Less
Communication is the very essence of any organisation, the focal point of executive action. The focus of this study is on the actual communication profile of the officer commanding in the South African National Defence Force (SANDF) and whether there are any shortcomings regarding communication competence and skills for "excellent communication". With this knowledge, Defence Corporate Communication will be able to determine how to empower the officer commanding, or future officer commanding, to be an "excellent communicator". For the purposes of this study, the officers commanding of the South African Navy (SA Navy) were used as the population for the field research, because of accessibility - hence, the tile of the study : "The communication profile of the officer commanding in the SA Navy".
The Role of Strategic Communication Management in the Fund-raising Environment : an Exploratory Study, R. Seymour : research forumAuthor R. SeymourSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 72 –73 (2002)More Less
This study is exploratory in nature, and strategic communication management in relation to its applicability in the fund-raising environment is the major concept of this study. There are different ideas about the involvement of public relations in fund-raising. Some say fund-raising cannot function without public relations and others say that only the techniques of public relations are used. According to this study, fund-raising organisations have to go beyond the role of communication in fund-raising - they have to manage strategic communication in their organisations in order to increase and sustain fund-raising in the long term.
Understanding and measuring corporate social performance : a multidimensional approach, P. Nel : research forumAuthor P. NelSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 74 –75 (2002)More Less
Corporate social responsibility (CSR) refers to the attempts of organisations to respond to the demands made by the multiple stakeholders with whom they conduct their business. Understanding corporate social performance (CSP) requires researchers and communication managers to develop an approach that can show the value of corporate social responsibility, the performance of the organisation regarding these responsibilities, and the financial impact of responding to these responsibilities. A measure of CSP can hold strategic value for organisations.
Integrated marketing communication and the role of public relations therein : a case study of RAU, I. Niemann : research forumAuthor I. NiemannSource: Communicare : Journal for Communication Sciences in Southern Africa 21, pp 75 –76 (2002)More Less