- Title
- A critical analysis of the role of strategic communication in strategic planning : a case study of South African universities
- Creator
- Hadji, Mutambuli James
- Subject
- Communication in management Business communication Strategic planning
- Date Issued
- 2016
- Date
- 2016
- Type
- Thesis
- Type
- Doctoral
- Type
- DPhil
- Identifier
- http://hdl.handle.net/10353/8209
- Identifier
- vital:31978
- Description
- The debate on how the communication function can contribute at a strategic level to organisational success is an on-going one because communicators still need to prove their relevance at the top management level. In general, the contribution of communication as a management function in corporate strategy is not known. It is either considered an afterthought or as an element within other functional departments. In this regard, the purpose of this study was to analyse critically the role of communication in strategic planning at the selected South African universities. To achieve this main objective, institutional theory was applied, as it seeks to affirm the role of communication in decision-making with the intention to be legitimised. In-depth interviews were conducted with senior communicators and strategy planners at six universities on how they approach strategic planning in their respective universities. Significant from the findings was the fact that the South African universities follow the same process for strategic planning. Regarding the role of strategic communication, the findings confirmed literature in the sense that communication practice at functional level has been institutionalised but not at the top management level. It was this study’s finding that university reputation and positioning did not prominently feature in the strategic planning processes. Furthermore, this study found that communicators should play a leading in environmental scanning to identify society, industry and commerce with a view to fine-tune the university’s qualification mix. That is, communicators should provide intelligence on changes in the environment which serve as the basis of the development of university strategies. In other words, they should provide vital information to top management to enable them to take informed strategic decisions. Lastly, it was this study’s finding that communicators should conduct evaluation research to assist top management in comparing the set strategic objectives with actual performance. In addition, the communicators should assist top management in determining corrective actions if need be. In view of these findings, this study developed guidelines that will empower communicators to make a more meaningful contribution in the strategic planning process. Given the paucity of research evidence of strategic communication in a university context, the study provides a better understanding of the theory and practice thereof.
- Format
- 280 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Social Sciences and Humanities
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Communication
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | MJ HADJI - Final Thesis Bound.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |