Research Articles (Communication Management)

Permanent URI for this collectionhttp://hdl.handle.net/2263/32305

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Employee engagement in the South African short-term insurance sector : repositioning communication climate as a job resource
(University of Johannesburg, 2024-12) Reyneke-Geyer, Annerie; De Beer, Estelle
Measuring employee engagement is a popular means for contemporary organisations to assess employee commitment and engagement. It is evident from literature that a strong relationship exists between improved employee engagement levels and positive business outcomes. However, globally and in South Africa, employees tend not to be engaged, with non-managerial employees showing lower engagement compared to their managerial counterparts. From this perspective, disengagement, resulting in untapped employee potential, has significant financial implications. Traditional employee engagement models list a positive communication climate as one of many job resources that contribute to improved engagement, alongside resources such as performance feedback, employee autonomy and opportunities for learning and development. Against this background, this research argues that a positive communication climate could possibly play a more expanded role in driving non-managerial employee engagement than is currently recognised. Survey data were collected from four short-term insurance organisations in the South African financial sector. Data analysis was done using factor analysis and structural equation modeling. The results show a reasonable fit and support the notion that a positive communication climate may have an impact on all job resources, which could lead to higher levels of employee engagement among non-managerial staff. The results show that communication climate may possibly be the foundation of job resource effectiveness. As such, management can address communication climate when seeking to improve engagement levels of nonmanagerial employees.
Modelling perceptions of community information centres : experiences from Zimbabwe
(South African Association for Public Administration and Management, 2021-12) Mushunje, Martha; De Beer, Estelle; estelle.debeer@up.ac.za
The purpose of the research study was to determine the quality of the services provided at Community Information Centres (CIC) in Zimbabwe. The research is premised on Parasuraman, Zeithaml and Berry's (1998) Gaps model. It used a cross-sectional survey of a purposively selected sample of 475 respondents in three sampled centres. Structural Equation Modelling (SEM) was used to identify the relationships between the SERVQUAL dimensions (tangibility, responsiveness, reliability, empathy and assurance) and the latent service quality. Confirmatory Factor Analysis (CFA) was used to assess construct validity of the SERVQUAL dimensions. The results show that the SERVQUAL dimensions were positively related to service quality. Furthermore, there was validity in the SERVQUAL constructs. Results confirmed that there are gaps between the expectations and experiences of the community in all five dimensions of the SERVQUAL. It can be concluded that there is a level of satisfaction among CIC users with the services provided at CICs. The study recommends that CIC service quality needs to be consistently evaluated to inform quality improvements over time.
Achieving employee engagement through effective internal communication
(University of Johannesburg, 2021-12) Mbhele, Senelisiwe; De Beer, Estelle
Internal communication is a prerequisite for organisational success as it underpins organisational effectiveness. Previous research (Albrecht, 2010; Andrew & Sofian, 2012; Hayase, 2009; Mamdoo, 2012; Markos & Sridevi, 2010; Meng & Berger, 2012; Ruck & Welch, 2012; Welch & Jackson, 2007; Welch, 2011) has linked this process to employee engagement, which generally refers to “a positive fulfilling, work-related state of mind that is characterised by vigour, dedication and absorption.” To illustrate how employee engagement can be achieved through internal communication, a quantitative research approach was used to obtain data from a sample of 300 respondents identified by means of systematic random sampling from a population of 1 322 employees from the case organisation. The findings point to the critical role played by internal communication in the achievement of employee engagement and specifically investigated the relationship between employee engagement and constructs such as: participative organisational culture; supportive communication climate; participative leadership communication; quality and reliability of information; two-way asymmetrical communication and two-way symmetrical communication.
CSR on display : using spectacles and storytelling as stakeholder engagement mechanisms
(University of the Free State, 2019-10-10) Steenkamp, Hilke; Rensburg, Ronel S.; ronel.rensburg@up.ac.za
Corporate social responsibility (CSR) is increasingly used by communication professionals, not only to bolster the image and reputation of organisations, but as a means to facilitate stakeholder engagement. Recent literature suggests that social networking sites (SNSs) are suitable platforms to communicate CSR messages as these media aid organisations in creating meaningful dialogic interactions with stakeholders through purposeful engagement and the co-creation of meaning. While notions of trust creation and the forging of organisation-stakeholder bonds have been investigated, this article proposes that theoretical constructs such as archetypal plots, social visibility, spectacles and spectatorship inherent to storytelling have not been explored comprehensively within the context of CSR communication. To ascertain whether these theoretical categories manifest in practice in corporate communication, the authors examined the CSR communication of First National Bank (FNB), which was communicated on its SNSs. Through a hermeneutical analysis, it was established that FNB incorporated three archetypes, namely the Caregiver, the Innocent and the Hero, in its CSR communication. These archetypes functioned within created archetypal narratives such as the quest, adventure and transformation. Lastly, FNB framed its CSR activities as spectacles, and appropriated elements of collective fun such as viral, interactive message content to engage with its stakeholders.
Investigating social media conversions : towards implementing an online reputation management framework for NPOs
(University of the Free State, 2018) Van den Heever, Juran; Rensburg, Ronel S.; ronel.rensburg@up.ac.za
The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation.
Utilising an Ubuntu-centred communication management framework to analyse CSR messages on SNSs
(Routledge, 2018) Steenkamp, Hilke; Rensburg, Ronel S.; ronel.rensburg@up.ac.za
This article is the result of qualitative research conducted on the corporate social responsibility (CSR) communication disseminated by two financial institutions, FNB and Capitec, on their social networking sites (SNSs). The research employed a phenomenological research paradigm to explore the interactions between the financial institutions and their stakeholders on Facebook and Twitter. Collected data were analysed by means of interpretative discourse analysis as well as two computer-aided qualitative data analysis software programmes, Leximancer and Centim. The authors categorised the financial institutions’ CSR communication in themes and coded it according to a newly formulated theoretical framework of Ubuntu-centred communication practices on SNSs. It was found that FNB’s CSR communication was based on Ubuntu values whereas Capitec’s CSR communication did not exhibit key characteristics, such as the inclusion of narratives and archetypes, sound conflict resolution strategies, and the presentation of mutually beneficial solutions to societal issues. Based on the findings, it is proposed that organisation-stakeholder interactions can be facilitated when organisations disseminate CSR messages and constructively engage with stakeholders on SNSs. Moreover, culturally-specific communication management strategies, such as Ubuntu-centred communication, should be infused in holistic communication models to foster participatory online communities which are characterised by dialogue, mutual trust and reciprocity.
Towards a theoretical framework for the governing of stakeholder relationships : a perspective from South Africa
(Wiley, 2011-08) De Beer, Estelle; Rensburg, Ronel S.; estelle.debeer@up.ac.za
Including stakeholder approaches into mainstream strategy has been a topic of recent research in the disciplines of strategic management and strategic communication management. The King III Report on Corporate Governance for South Africa (September 2009) illustrates the pragmatic approach to this integration with its chapter on ‘Governing Stakeholder Relationships’. This inclusive approach to governance creates awareness among business, government and civil society, of the role that stakeholder relationship management, and therefore strategic communication management, can play in the development, implementation and monitoring of corporate strategies in a sustainable manner. A theoretical framework for an integrated approach—as developed in this article—will guide responsible strategic communication management with specific reference to the governing of stakeholder relationships. It will demonstrate that communication management principles, such as stakeholder relationship management, can assist an organisation in achieving its objectives—even to a point of becoming objectives in themselves.
Are we there yet? - En route to professionalism
(Elsevier, 2014-06) Meyer, Andrea L.; Leonard, Anne
The debate on the professional status of Communication Management/Public relations1has been high on the worldwide agenda for decades. While previous research has focusedon the criteria for professionalism in this field, practitioners and academics often questionthe efforts of professional associations to adequately address the issue of implementingsystems to facilitate professional status. The emergence of the Global Alliance for PublicRelations and Communication Management (GA) as an umbrella body for various regionalprofessional associations, as well as the increased emphasis on regulation, standards andgovernance in all spheres of the global business environment, have led to renewed ques-tions about global efforts to achieve professional status for this field. This study focused onthe goals and actions of member associations of the GA in relation to the question of profes-sional status. In order to understand the current state of affairs an exploratory qualitativeapproach was followed in which member associations were surveyed and their websitesreviewed. The fact that fewer than half of the 27 member associations responded to thesurvey suggests that a study about this matter is not deemed particularly important and/orthat the issue of professional status is not widely pursued. However, the associations thatparticipated in this study agree that professional status is important. The study has alsofound that many similarities exist across continents in terms of the mechanisms utilizedto achieve professional status. Codes of ethics, contributions to a body of the knowledgeand the provision of professional training opportunities are regarded as quite importantwhile divergent viewpoints exist in relation to issues like accreditation and a standardizedtertiary curriculum.
Exploring the strategic potential of internal communication in international non-governmental organisations
(Elsevier, 2014-06) Hume, Jessica Mary; Leonard, Anne
The role and importance of international non-governmental organisations (INGOs) has increased with globalization and the growth of global institutions. Despite this growth, academic research into INGO management remains limited and, due to their unique characteristics, management theories developed for for-profit organisations cannot be applied as is to INGOs. Internal communication is a critical area of management that has been proven to have a major impact on an organisation’s effectiveness, particularly when managed strategically. Therefore this article explores the strategic management of internal communication within the INGO context. This study synthesised the current literature on this topic and included five case studies to understand the current state of internal communication with in INGOs. It was determined that INGOs do not manage internal communication strategically. However, there is evidence that the implementation of strategic internal communication could help INGOs address several of their challenges and have an impact on their over-all effectiveness. This study is exploratory and further research to identify the process for strategic internal communication in INGOs is needed.
Creating value through communication
(Elsevier, 2014-06) De Beer, Estelle; estelle.debeer@up.ac.za
Communication can play a significant role in the value creation process of the organisation, considering the fact that the value of the capitals produced by the organisation can in crease and decrease depending on what the organisation says and does. Integrating the corporate communication process into the strategic management, governance and value creation processes therefore pose an opportunity for communication professionals to illustrate how communication can contribute to the creation of value for organisations, and as such be of benefit to business and to society. Introducing these communication approaches to value creation in the organisation requires a new responsible, integrative perspective on the role of corporate communication.
Conventionalists, connectors, technoisseurs and mobilarti : differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers
(Elsevier, 2014-11) Goneos-Malka, Amaleya Catherina; Strasheim, Arien; Grobler, Anske F.; arien.strasheim@up.ac.za
The high penetration of mobile phones amongst the South African population presents mobile phones as an attractive interactive marketing communication medium. This paper argues that the access and actual use of different phone device features can be productively used as a segmentation approach, which may enable marketers to be more effective in planning interactive marketing communication plans. This study, based on 330 students, developed segments derived from mobile phone usage patterns using cluster analysis. The outcome revealed four clusters that were named: Connectors, Conventionalists, Technoisseurs and Mobilarti. Connectors made daily use of a full range of communication functions. Conventionalists were inclined to limit their use of mobile phone features to talking and texting. Technoisseurs were found to use a whole range of sophisticated mobile phone facilities. Mobilarti were identified as a group of expert users; using the full range of functions available to them on their phones, despite recording the lowest percentage of smartphone ownership when compared to the other groups. These groups were further profiled by analysing attitudinal and behavioural variables pertaining to two newly developed postmodern dimensions, which were introduced in the study as mobile importance as an attitudinal aspect, and social transformation as a behavioural outcome. For marketers, an understanding of the proposed segments, as well as the differences in attitudes towards mobile importance and social transformation behaviours, coupled with typical financial and social realities of these segments, allow targeting strategies that are more clearly actionable.
Do public relations professionals understand corporate governance issues well enough to advise companies on stakeholder relationship management?
(2014-06) Meintjes, Corne; Grobler, Anske F.; anske.grobler@up.ac.za
The King Reports on Governance for South Africa are internationally respected for proposing integrated reporting in a triple bottom-line business context to improve corporate governance. The most recent report, King III, views stakeholder relationship management as a key tenet of corporate governance. The question that begs answering is whether Public relations professionals (PRPs) understand the principles of corporate governance well-enough to inform and guide organizations on the management of stakeholder relationships to ensure organizational sustainability. The views of senior PRPs at selected top performing companies were elicited on their practice of stakeholder relationship management in line with corporate governance principles. It was found that their knowledge on corporate governance was limited, although the importance thereof was recognized; six role functions are fulfilled in managing stakeholder relationships on a strategic or managerial level; these role functions are aligned with the King III principles on stakeholder relationship. The following three were of particular importance: developing corporate strategy, giving advice to senior management and managing crisis communication. Different terminologies were used to build relations with stakeholders and different approaches were used to profile stakeholders. It is recommended that organizations leverage the proven public relations function on strategic and managerial level in support of their corporate governance efforts. In turn, PRPs are encouraged to ensure a deep knowledge on corporate governance issues when counseling senior management on building stakeholder relationships to ensure organizational sustainability.
Applying marketing management and communication management theories to increase client retention in the short-term insurance industry
(Elsevier, 2014-06) Loots, Henriette; Grobler, Anske F.; anske.grobler@up.ac.za
Businesses must retain their clients to remain profitable. The academic field of marketing management considers customer relationship management (CRM) as most appropriate to achieve this, while communication management focuses instead on public relations (PR). The purpose of this research was to analyse theories in these two disciplines and derive an integrated theoretical framework of CRM and PR client retention. The framework was then tested through in-depth interviews with short-term insurance clients and short-term insurance providers (brokers and direct insurers) in South Africa to gain perspectives from both sides. The importance of some fundamental elements found in literature were affirmed, two elements’ importance were questioned and it was established that three inconsistencies existed between what providers regard as essential to retain clients and what clients regard necessary for them to stay in a relationship with an insurance provider. This may explain the many unsuccessful client retention efforts of South African brokers and direct insurers. Six new CRM and/or PR elements, not found in literature, are presented in the article for exploration in future research. In order to assist client retention in the very competitive short-term insurance industry, results were applied to the core tenets of Niemann’s (2005) SA model for the implementation of strategic integrated communication (IC). Finally, the authors present an integrated approach to client retention strategies in the South African short-term insurance industry, incorporating both marketing and communication theories.
Achieving sustainability through strategically driven CSR in the South African retail sector
(Elsevier, 2014-06) Du Plessis, Neeltje; Grobler, Anske F.; neeltje.duplessis@up.ac.za
The purpose of the research was to indicate how strategically driven CSR in the retail sectorcan improve social and environmental well-being. A qualitative comparative case studydesign was followed. Through the literature review in the first phase, three previouslyunrelated components, namely Warren’s (2003) evolution of business legitimacy theory,Jensen’s (2001) three descriptors of the company as an agent in society; and Holmström’s(1997) social systemic Public Relations paradigm, were combined to develop a theoreticalframework against which the websites and the annual and sustainability reports of threeSouth African retailers were analysed in the second phase. Analyses were done at twolevels: the degree to which community relations and governance issues were representedat strategic level and the achievement of specific impact objectives at technical level. All threeretailers channelled CSR activities through either a foundation or a trust registered as a non-profit entity. This could be indicative of the importance assigned to their CRS initiatives.An ability to adapt to changes in the macro environment and surviving economic, politicaland social challenges was demonstrated.
Towards a conceptual model of the relationship between corporate trust and corporate reputation
(Palgrave Macmillan Ltd., 2014-04) Van der Merwe, W.A.J. (Wesselina Andria Johanna); Puth, Gustav; gustav.puth@up.ac.za
This paper challenges three key contentions in current theory regarding the relationship between corporate trust and corporate reputation. The first contention being challenged is that corporate trust plays less of a critical role in the sustained success and survival of an organisation than corporate reputation does. The second contention challenged is that, when the role of corporate trust in relation to corporate reputation is recognised, it is regarded as an antecedent of corporate reputation. This latter contention suggests that much of the current understanding of the role of the corporate trust construct is superficial and that the use of and differentiation between the corporate trust and trustworthiness constructs in relation to corporate reputation are blurred and indistinct. The third contention this paper challenges relates to the more generally accepted antecedents of corporate reputation, where current theory either does not include corporate trustworthiness as an antecedent or where it incorrectly includes corporate trust (viz-à-viz trustworthiness) as an antecedent to corporate reputation. This paper introduces a conceptualisation of corporate trust, in relation to corporate reputation, within a broader framework of corporate sustainability. We propose a conceptual model illustrating the relationship between corporate trust and corporate reputation. Where trust is usually regarded as an attribute or antecedent of reputation, our model suggests an inverse direction to this relationship, namely that corporate trust is an outcome of corporate reputation.
Is integrated reporting the silver bullet of financial communication? A stakeholder perspective from South Africa
(Elsevier, 2014-06) Rensburg, Ronel S.; Botha, Elsamari; ronel.rensburg@up.ac.za
Companies are being forced to critically re-evaluate how they communicate their financial information to stakeholders. Integrated Reporting, as mandated by the King III Report seeks to combine the reporting of financial and nonfinancial performance measures in away that promotes corporate strategy. South Africa is leading the way in corporate governance and financial reporting with the first large-scale adoption of Integrated Reporting by listed companies. While there is a marked increase in financial communication from companies, it is not clear how all stakeholders use and value this information. The primary aim of this paper was to investigate how financial information is consumed within the ambit of the new financial reporting standards. Through a national online survey, this study found that very few stakeholders use the Integrated Reports as their main source of financial and investment information, and that these reports are seen as additional information. Annual and interim financial reports by companies are still the mainstay for corporate financial information. While stakeholders currently seldom use the Internet for financial information, they have indicated that they would increasingly prefer to do so. The paper concludes with a discussion of opportunities and challenges that future Integrated Reporting faces based on these findings.
What inspires birders to migrate South towards Africa? A quantitative measure of international avitourist motivation
(College of Economic and Management Sciences, University of South Africa, 2013-05-05) Conradie, N.; Van Zyl, C.; Strasheim, Arien
Despite the rapid growth of avitourism (birding) globally, the international market potential of avitourism is not fully utilised. This research endeavoured to develop a multidimensional measure of avitourist motivation and to investigate the relative importance of the different dimensions or factors of avitourist motivation. Based on an in-depth review of the literature, a measure of birder motivation was developed. The research instrument was evaluated by a group of birding experts. The instrument was further evaluated and refined based on primary data gathered from 439 visitors to the British Birdwatching Fair and the Dutch Vogelfestival. Confirmatory factor analysis was used to evaluate the dimensionality and fit of the instrument based on the proposed factorial structure. Finally, a second-order confirmatory factor analysis model for avitourist motivation revealed higher-order constructs, namely wellbeing, intellectual activity, social interaction and photography. The results suggest that the photography dimension could be excluded as a motivational factor, and that birders consider aspects of wellbeing (emotional, spiritual, physical and mental stimulation) as the most important factors that motivate birding.
Conceptualising strategic communication management (SCM) in the context of governance and stakeholder inclusiveness
(South African Communication Association, 2012) Steyn, Benita; De Beer, Estelle
The research objective for the study was to conceptualise strategic communication management (SCM) in the context of governance. Based on the insights obtained through the conceptual analysis, the core of corporate communication practice in the reflective paradigm is broadened from social responsibility to societal responsibility. Corporate communication, in its strategic role (SCM), therefore assists in solving or avoiding conflict between organisational behaviour and the public perception of how societally responsible organisations should operate. Furthermore, theoretical and conceptual linkages that emerged through the conceptual analysis suggest that the three meta-theoretical approaches initially selected for the governance domain (the triple bottom line, stakeholder, and stakeholder inclusiveness approaches) should also be added to the framework for SCM. It was also found that corporate communication (especially in its strategic role, known as SCM) can be regarded as a stakeholder orientated/responsible approach.
Stakeholder engagement : a crucial element in the governance of corporate reputation
(Unit for Community Communication, Department of Communication and Information Studies, University of the Free State, 2011-11) Rensburg, Ronel S.; De Beer, Estelle
The King III Report on Corporate Governance for South Africa (with a separate chapter on Governing Stakeholder Relationships) highlights the importance of stakeholder management in corporate governance. For the first time the inclusive approach to stakeholder relationship management is explained more fully and principles on how stakeholder relationships can be managed in a corporate governance context are provided. These have implications for corporate communication strategy in all organisations. The inclusion of all stakeholders in corporate issues has taken centre stage in corporate governance. In any given communication situation, a stakeholder could play many roles in an internal or external organisational environment. Total stakeholder involvement (engagement) is crucial and will have implications for organisational practices, reputation and corporate sustainability. The explosion in social media and networking has empowered stakeholders beyond imagination. Their roles are no longer merely employees, clients or the community in general, but on the virtual stage of communication, stakeholders are taking on roles as citizen editors, journalists, writers, recipients and interpreters of their own communication material. They can become reputation ambassadors or demolishers in the corporate environment. In this continuous neo-corporate communication environment, it is not about communication control, but about communication power-sharing. In this article stakeholder engagement as an allinclusive communication management approach will be illustrated by considering stakeholder theory, corporate governance and integrated reporting and the growing importance of reputation management.
Approaches to African communication management and public relations : a case for theory-building on the continent
(John Wiley & Sons, 2011-11) Mersham, Gary; Skinner, Chris; Rensburg, Ronel S.
Most of the scholarly body of knowledge of public relations built up over the last three decades has been undertaken in Western countries. Naturally, these conceptual frameworks have been suited to those areas of the world. The focal point of the calls for a shift to a new, inclusive global economic order is the growing influence of the developing economies of the world. This, in turn, has important implications for public relations and communication management in these regions and internationally. Academic researchers could embark on building an African body of knowledge of public relations and theories based on an African philosophy and worldview. Against this background, the debate around whether a generic model of public relations in and for Africa is possible has been the subject of considerable debate. It has also been argued that shared, common African philosophical approaches can be identified, and that these have an important role in communication throughout Africa. This article describes some of the influences that might shape African theory-building and raises a number of questions along the way such as: Can there be an exclusively African public relations model? What is the balance between Western and African influences in the synthesis of a hybrid model? What has Africa to offer to Western theory?

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