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n Communicare : Journal for Communication Sciences in Southern Africa - A CEO's internal communication programme for middle management and its influence on their perception of the corporate reputation : a quantitative and qualitative analysis : research article
There seems to be consensus amongst scholars that reputation management rests on a foundation of corporate communication, and it is moreover believed that the chief executive officer (CEO) is the perceived owner and defender of an organisation's reputation (Hutton, Goodman, Alexander & Genest, 2001: 248 and Gonring 2004: 12).
Since corporate reputation and values instilled through internal corporate communication reverberate outside organisations (Roberts, 2004), the CEO should utilise internal corporate communication effectively to enhance his / her and the company's reputation among employees as a stakeholder.
The research problem that prompted this research has, therefore, been formulated as: Does the internal corporate communication programme of the CEO of the ABC Group have any significance for middle management employees' perception of the reputation of the organisation? The aim of the study is to illustrate the link between the internal corporate communication programme of an organisation's CEO and middle management employees' perception of the reputation of the organisation.
A pragmatic research approach was adopted for this study, and two communication theories - the systems theory and in particular the interrelatedness aspect thereof, and the flow of information aspects of the information theory (Bowers & Courtright, 1984: 23) - were used as the conceptual premise of the study. Based on the fact that the nature of the study is interpretative, a combined qualitative-quantitative research approach was employed for the collection, analysis and representation of data. The study concurs with the finding that the internal corporate communication programme of the CEO of the ABC Group does in fact have significance for middle management employees' perception of the reputation of the organisation.
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