Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya

Mtange, Margaret Mulekani

Title: Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya
Creator: Mtange, Margaret Mulekani
Subject: Port Elizabeth (South Africa)
Subject: Eastern Cape (South Africa)
Subject: South Africa
Date Issued: 2020-04
Date: 2020-04
Type: Doctoral theses
Type: text
Identifier: http://hdl.handle.net/10948/55042
Identifier: vital:48830
Description: Universities, like other organisations, are challenged to manage corporate identity and reputation to maintain a competitive edge. Few studies in Africa focus on the impact of internal communication on corporate identity and reputation management during organisational transformation. Thus, this study interrogated how a transforming and complex university in Kenya managed the corporate identity, image and reputation for competitive advantage. The purpose of the study was to establish how Multimedia University of Kenya (MMU) management communicated with its employees to nurture the corporate identity, image and reputation during a ten-year period of transformation. The study draws insights from in-depth interviews with 23 university management members, 178 self-administered questionnaires through random stratification of MMU employees, and content review of two MMU strategic plans ranging from 2011 to 2021. The findings suggest that MMU management used formal and interactive channels to create awareness of organisational transformation. These channels included face-to-face engagements, formal meetings and mediated communication through telephone conversations and intranet that facilitated record keeping. The management engaged in top-down and bottom-up communication to build employee trust, while employees expressed reservations of bottom-up information accuracy, suggesting information exclusion. On the contrary, the employees preferred digital and interpersonal channels for internal communication, which included telephone conversations, social media, personal visits by MMU management, and university events. Publicity activities were to disseminate information to prospective students and sponsors through selected private television, vernacular radio, and MMU radio stations, traditional print media, and the MMU website to communicate the MMU brand and image. Employees acknowledged that MMU brands itself as a leader in telecommunication, technology, mechanical, manufacturing, and media training through state-of-the-art equipment, robust faculty, and problem-solving ventures through research. The current study proposes stronger employee involvement, executive packaging and positioning, coaching successful faculty members as brand ambassadors, retraining employees, and employee participation in policy formulation to enhance new culture. In addition, these opositions will enhance the corporate identity, brand, as well as university performance, product quality, policy and processes to enrich the corporate reputation during transformation. The findings challenge university management to actively engage the corporate communication function, emphasise employee participation, and focus on the continual improvement of corporate identity and reputation management practices for competitive advantage. The current study proposes a participative, multi-layered and multi-dimensional communication model for efficient and excellent internal communication. The current study recommends that corporate communication practitioner be strategically positioned to coordinate employee engagement, utilise appropriate communication channels and counsel university management on corporate identity, image and reputation management during organisational transformation.
Description: Thesis (PhD) -- Faculty of Humanities, School of Language, Media and Communication, 2020
Format: computer
Format: online resource
Format: application/pdf
Format: 1 online resource (294 pages)
Format: pdf
Publisher: Nelson Mandela University
Publisher: Faculty of Humanities
Language: English
Rights: Nelson Mandela University
Rights: All Rights Reserved
Rights: Open Access

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