Strategic communication management by NPOs in the adult-literacy sector in south africa
The Steyn and Puth (2000) model for strategic communication management has been applied by students and other project participants to non-profit organisations (NPOs), government institutions and small and medium enterprises in South Africa, but organisations’ communication practices have not been m...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1696 |
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| Summary: | The Steyn and Puth (2000) model for strategic communication management has been applied by
students and other project participants to non-profit organisations (NPOs), government institutions
and small and medium enterprises in South Africa, but organisations’ communication practices
have not been measured against the model. This paper reports on the strategic communication
management practices of NPOs in the adult-literacy sector in South Africa, as compared with
the strategic steps in the Steyn and Puth model. The aim of this study was to analyse current
communication practices in the adult-literacy sector of South African NPOs in terms of the normative,
theoretical Steyn and Puth model for strategic communication management. The purpose was
to understand the participating NPOs’ operational and strategic communication management
context, since little research in this regard has to date been conducted. Recommendations for
strategic communication management and relationship building by NPOs are also made.
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| ISSN: | 0259-0069 2957-7950 |