Advance Search

Strategic communication management by NPOs in the adult-literacy sector in south africa

Marlene N. Wiggill
North-West University
Annelie M.E. Naudé
G3 Business Solutions
Lynnette M. Fourie
North-West University
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Strategic communication management by NPOs in the adult-literacy sector in south africa. (2022). Communicare: Journal for Communication Studies in Africa, 28(1), 50-67. https://doi.org/10.36615/jcsa.v28i1.1696
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 16, 2022
  • Published: October 17, 2022

Abstract

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.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Aitchison, J. (2001). Reading and writing the new South Africa: literacy and adult basic education and training in South Africa. In C. Stilwell, A. Leach & S. Burton. (Eds). Knowledge, information and development: an African perspective, pp. 134-152. Scottsville: School of Human and Social Studies, University of Natal (Pietermaritzburg).
  2. Aitchison, J. & Harley, A. (2006). South African illiteracy statistics and the case of the magically growing number of literacy and ABET learners. Journal of Education, 39, 89-112.
  3. Anon. (1998, 17 February). New opportunities. The Star, p. 18.
  4. https://doi.org/10.1108/02610159810785511
  5. -. (2001, 13 September). Technology and illiteracy training go hand-in-hand. The Star, p. 18.
  6. -. (2004, 10 September). Words and deeds. Cape Argus, p. 13.
  7. Baatjes, I. & Mathe, K. (2004). Adult basic education and social change in South Africa, 1994 to 2003. In L. Chisholm (Ed.), Changing class: education and social change in post-apartheid South Africa, pp. 393-420. Cape Town: HSRC Press.
  8. Bennett, R. & Barkensjo, A. (2005). Causes and consequences of donor perceptions of the quality of the relationship marketing activities of charitable organisations. Journal of Targeting, Measurement and Analysis for Marketing, 13, (2), 122-139.
  9. https://doi.org/10.1057/palgrave.jt.5740138
  10. Bowers, V. (2000). Communication at cultural non-profits. Public Relations Tactics, 7, (4), 11-13.
  11. Brennan, L. & Brady, E. (1999). Relating to marketing? Why relationship marketing works for notfor-profit organisations. International Journal of Nonprofit and Voluntary Sector Marketing, 4, (4), 327-337.
  12. https://doi.org/10.1002/nvsm.85
  13. Clark, M.S. & Mills, J. (1979). Interpersonal attraction in exchange and communal relationships. Journal of Personality and Social Psychology, 37, (1), 12-24.
  14. https://doi.org/10.1037/0022-3514.37.1.12
  15. Dozier, D.M. (1992). The organizational roles of communications and public relations practitioners. In J.E. Grunig, , D.M. Dozier, , W.P. Ehling, , L.A. Grunig, F.C. Repper & J. White (Eds). Excellence in public relations and communication management, pp. 327-355. Hillsdale, NJ: Erlbaum.
  16. Dyer, S., Buell, T., Harrison, M. & Weber, S. (2002). Managing public relations in nonprofit organizations. Public Relations Quarterly, 47, (4), 13-17.
  17. French, E. (1988). Adult literacy work in South Africa: a history to be made. Africa Insight, 18, (1), 26-30.
  18. Grunig, J.E. (1989). Symmetrical presuppositions as a framework for public relations theory. In C.H. Botan & V. Hazleton. (Eds). Public Relations Theory, pp. 17-44. Hillsdale, NJ: Erlbaum.
  19. https://doi.org/10.4324/9780203812860-2
  20. -. (2000). Qualitative methods for assessing relationships between organizations and publics. Gainesville, Fl: Institute for Public Relations.
  21. Grunig, J.E., Dozier, D.M., Ehling, W.P., Grunig, L.A., Repper, F.C. & White, J. (1992). (Eds). Excellence in public relations and communication management. Hillsdale, NJ: Erlbaum.
  22. Grunig, J.E. & Hunt, T. (1984). Managing public relations. Belmont, CA.: Wadsworth/Thomson Learning.
  23. Grunig, J.E. & White, J. (1992). The effect of world views on public relations theory and practice. In J.E. Grunig, D.M. Dozier, W.P. Ehling, L.A. Grunig, F.C. Repper & J. White (Eds). Excellence in public relations and communication management, pp. 31-64. Hillsdale, NJ: Erlbaum.
  24. Grunig, L.A., Grunig, J.E. & Dozier, D.M. (2002). Excellent public relations and effective organizations: a study of communication management in three countries. Mahwah, N.J.: Erlbaum.
  25. https://doi.org/10.4324/9781410606617
  26. Harley, A., Aitchison, J., Lyster, E. & Land, S. (1996). A survey of adult basic education in South Africa in the 90s. Cape Town: Sached Books.
  27. Hon, L. & Grunig, J.E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for Public Relations. Retrieved November 12, 2008, from http://www.instituteforpr.org/research_single/guidelines_measuring_relationships/
  28. Huang, Y-H. (2001). OPRA: a cross-cultural, multi-item scale for measuring organization-public relationships. Journal of Public Relations Research, 13, (1):61-90.
  29. https://doi.org/10.1207/S1532754XJPRR1301_4
  30. Huang, Y-H. (2004). Is symmetrical communication ethical and effective? Journal of Business Ethics, 53, 333-352.
  31. https://doi.org/10.1023/B:BUSI.0000043494.17425.c6
  32. Hung, C.F. (2001). Toward a normative theory of relationship management. Retrieved November 12, 2008, from http://www.instituteforpr.org/research_single/normative_theory/
  33. -. (2005). Exploring types of organization-public relationships and their implications for relationship management in public relations. Journal of Public Relations Research, 17, (4), 393-425.
  34. https://doi.org/10.1207/s1532754xjprr1704_4
  35. -. (2007). Toward the theory of relationship management in public relations: how to cultivate quality relationships? In E.L. Toth (Ed). The future of excellence in public relations and communication management: challenges for the next generation, pp. 443-476. Mahwah, NJ: Erlbaum.
  36. Jeppe, W.J.O. (1992a). A new partnership for development: NGOs and the state. In W.J.O. Jeppe, F. Theron & J.P.J. Van Baalen (Eds). NGOs in development, pp. 162-173. Stellenbosch: University of Stellenbosch.
  37. -. (1992b). Die ontwikkelingsrol van nie-regeringsorganisasies (NGOs). Stellenbosch: University of Stellenbosch.
  38. Kagitcibasi, C., Goksen, F. & Gulgoz, S. (2005). Functional adult literacy and empowerment of women: impact of a functional literacy program in Turkey. Journal of Adolescent & Adult Literacy, 48, (6), 472-489.
  39. https://doi.org/10.1598/JAAL.48.6.3
  40. Kassam, Y. (1989). Who benefits from illiteracy? Literacy and empowerment. Prospects: Quarterly Review of Comparative Education, 19, (4), 531-535.
  41. https://doi.org/10.1007/BF02206747
  42. Knox, S. & Gruar, C. (2007). The application of stakeholder theory to relationship marketing strategy development in a non-profit organization. Journal of Business Ethics, 75, (2), 115-135.
  43. https://doi.org/10.1007/s10551-006-9258-3
  44. Liebenberg, S. (1997). Non-governmental organisations as agents of development. In H. Swanepoel & F. De Beer (Eds). Introduction to development studies, pp. 65-79. Johannesburg: Thomson.
  45. MacMillan, K., Money, K., Money, A. & Downing, S. (2005). Relationship marketing in the notfor-profit sector: an extension and application of the commitment-trust theory. Journal of Business Research, 58, (6), 806-818.
  46. https://doi.org/10.1016/j.jbusres.2003.08.008
  47. Mason, J. (2002). Qualitative researching. (2nd ed.). London: Sage.
  48. Moss, D., Warnaby, G. & Newman, A.J. (2000). Public relations practitioner role enactment at the senior management level within U.K. companies. Journal of Public Relations, 12, (4), 277-307.
  49. https://doi.org/10.1207/S1532754XJPRR1204_1
  50. Muller, A. & Murtagh, T. (Eds). (2002). Literacy: the 877 million left behind. Education Today, 2, 4-7.
  51. Naidoo, K. (1998, 28 June). There have been setbacks, but adult education in SA needs a major push. The Sunday Independent, p. 6.
  52. Naidu, E. (1999, 3 August). Opening the world for "demolished" illiterates: readathon leads to bid to broaden world of millions in five years. The Star, p. 7.
  53. Naudé, A.M.E. (2001). Interactive public relations: the World Wide Web and South African NGOs. Unpublished doctoral thesis, Potchefstroom University for Christian Higher Education, Potchefstroom, South Africa.
  54. Ntshingila, F. (2006, 10 September). Third of SA adults have little or no schooling. Sunday Times, p. 1.
  55. Paine, K. (2003). Guidelines for measuring trust in organisations. Paper presented at the meeting of the Institute for Public Relations Commission on PR Measurement and Evaluation, Gainesville, Florida, USA.
  56. Polonsky, M.J. & Sargeant, A. (2007). Managing the donation service experience. Nonprofit management and leadership, 17, (4), 459-476.
  57. https://doi.org/10.1002/nml.163
  58. Pretorius, E.J. (2004). An introduction to adult illiteracy in the African context: Editorial. Language matters: studies in the languages of Southern Africa, 35, (2), 343-347.
  59. https://doi.org/10.1080/10228190408566221
  60. Roman, S.P. (2004). Illiteracy and older adults: individual and societal implications. Educational Gerontology, 30, (2), 79-93.
  61. https://doi.org/10.1080/03601270490266257
  62. Sargeant, A. (2001). Relationship fundraising: how to keep donors loyal. Non-profit Management and Leadership, 12, (2), 177-192.
  63. https://doi.org/10.1002/nml.12204
  64. Statistics South Africa. (2003). Census 2001: census in brief. Retrieved March 1, 2007, from http://www.statssa.gov.za/census01/html/CinBrief/CIB2001.pdf
  65. -. (2007a). Community survey 2007: basic results. Retrieved June 11, 2007, from http://www.statssa.gov.za/publications/CS2007Basic/CS2007Basic.pdf
  66. -. (2007b). Community survey 2007: the RDP commitment, what South Africans say. Retrieved June 11, 2007, from http://www.statssa.gov.za/publications/CS2007RDP/CS2007RDP.pdf
  67. Steyn, B. (1999). CEO expectations in terms of PR roles. Communicare, 19, (1), 20-43.
  68. -. (2000). Model for developing corporate communication strategy. Communicare, 19, (2), 1-33.
  69. -. (2002, 4-7 July). From 'strategy' to 'corporate communication strategy': a conceptualization. Paper delivered at the 9th International Public Relations Research Symposium (BledCom 2002), Lake Bled.
  70. -. (2007). Contribution of public relations to organizational strategy formulation. In E.L. Toth (Ed.), The future of excellence in public relations and communication management: challenges for the next generation, pp. 137-172. Mahwah, NJ: Erlbaum.
  71. -. 2008. Personal communication.
  72. Steyn, B. & Green, M. (2001). Investigating strategic management roles of the corporate communication function in the Department of Housing. Communicare, 20, (2), 1-35.
  73. Steyn, B. & Nunes, M. (2001). Communication strategy for community development: a case study of the Heifer project, South Africa. Communicatio, 27, (2), 29-48.
  74. https://doi.org/10.1080/02500160108537904
  75. Steyn, B. & Puth, G. (2000). Corporate communication strategy. Sandown: Heinemann.
  76. Ströh, U. (2007). An alternative postmodern approach to corporate communication strategy. In E.L. Toth (Ed.), The future of excellence in public relations and communication management: challenges for the next generation, pp. 199-220. Mahwah, NJ: Erlbaum.
  77. Tukakhomo, V. (2002, 9 September). Call on the government to assist in curbing illiteracy. Diamond Fields Advertiser, p. 2.
  78. Toth, E.L., Serini, S.A., Wright, D.K. & Emig, A.G. (1998). Trends in public relations roles: 1990-1995. Public Relations Review, 24, (2), 145-163.
  79. https://doi.org/10.1016/S0363-8111(99)80048-4
  80. Van Ruler, B. (2000). Communication management in the Netherlands. Public Relations Review, 26, (4), 403-423.
  81. https://doi.org/10.1016/S0363-8111(00)00056-4
  82. Wiggill, M.N. 2009. Strategic communication management in the non-profit adult literacy sector. Unpublished doctoral thesis (to be completed 2009),North-West University, Potchefstroom (Potchefstroom Campus)
  83. Willenberg, I. (2005). Starting at the beginning: early childhood literacy intervention as a strategy for reducing adult illiteracy. Language matters, 36, (2), 162-175.
  84. https://doi.org/10.1080/10228190508566242
  85. Wright, D.K. (1995). The role of corporate public relations executives in the future of employee communications. Public relations review, 21, (3), 181-198.
  86. https://doi.org/10.1016/0363-8111(95)90020-9
  87. Zhang, J. (2005). A comparative study of NGOs in China and South Africa. Cape Town: University of the Western Cape.
How to Cite
Strategic communication management by NPOs in the adult-literacy sector in south africa. (2022). Communicare: Journal for Communication Studies in Africa, 28(1), 50-67. https://doi.org/10.36615/jcsa.v28i1.1696

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate