Advance Search

Stakeholder Relationships in the Child Protection Organisation (CPO) Sector: A Strategic Integrated Communication Approach

Anette Degenaar
North-West University
Lynnette Fourie
North-West University
Lida Holtzhausen
North-West University
Keywords:
Copyright and Licensing:

Copyright (c) 2025 Anette Degenaar, Lynnette Fourie, Lida Holtzhausen

Creative Commons License

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

Share:

How to Cite

Stakeholder Relationships in the Child Protection Organisation (CPO) Sector: A Strategic Integrated Communication Approach. (2025). Communicare: Journal for Communication Studies in Africa, 44(1), 74-91. https://doi.org/10.36615/xkebrf47
  • Articles
  • Submited: December 2, 2023
  • Published: May 6, 2025

Abstract

This article explores the applicability of a strategic integrated approach to communication to manage stakeholder relationships in the child protection organisation context. The Niemann (2005) implementation model for strategic integrated communication in the for-profit sector was taken as the point of departure. Taking the specific challenges and constraints of the child protection organisation sector into account, the Niemann model is adapted to a framework for strategic integrated communication in the child protection organisation sector. The study included focus group discussions and semi-structured interviews with communication practitioners, managers and social workers from four registered national child protection organisations, along with external media and law experts.

The results indicate that while the basic guidelines of the strategic integrated communication model apply to child protection organisations, not all aspects are attainable in the context of the child protection organisation. The strategic integrated communication framework for the child protection organisation context argues for integrated collaboration across contextual, organisational, stakeholder and environmental integration areas. The strategic integrated communication framework emphasises the interrelatedness needed to achieve communication outcomes, build strong relationships, maintain a recognisable brand, and report responsibly on child protection issues. The study identifies five enablers – learning mindset, expertise sharing, networking, advocacy and technology adoption – to achieve the strategic goal of safeguarding vulnerable children.

It is recommended to move from a stakeholder integration area to a stakeholder responsive area, which emphasises building trusting relationships and a recognisable brand. 

PDF
PDF

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. ACVV. (2023). Cutting child protection services threatens everyone’s safety. Western Cape Child Protection Alliance press statement. ACVV, 29 May. Available from: https://www.acvv.org.za/latest-news/cutting-child-protection-services-threatens-everyones-safety/
  2. Benecke, D.R. & Holtzhausen, L. (2018). Public relations in the South African non-profit sector: Partnerships for social change. In N. Garsten & I. Bruce (eds). Communicating causes: Strategic public relations for the non-profit sector. New York, NY: Routledge, 229‒240.
  3. Bosley, C. (2014). Two-way symmetrical communication in a non-profit organization. Masters thesis. San Diego: San Diego State University.
  4. Broom, G.M. & Sha, B.L. (2013). Cutlip & Center’s effective public relations. 11th ed. Upper Saddle River, NJ: Pearson.
  5. Chauke, G. & Du Plessis, D. (2013). Public relations. In G. Angelopulo & R. Barker (eds). Integrated organisational communication. 2nd ed. Cape Town: Juta, 222‒255.
  6. Clayton, A. (2017). The great fundraising masterclass 2017. University of Stellenboch Business School, 12‒13 September 2017.
  7. Damons, M. (2023). Child protection services raise alarm on funding shortfalls. GroundUp, 31 May. Available from: https://www.groundup.org.za/article/child-protection-organisations-forced-to-make-cuts-have-high-staff-turnover-and-closure-of-offices-amid-call-for-better-state-funding/
  8. Davis, P. (2018). What is the difference between personalization and customization? AtData, 5 November. Available from: https://atdata.com/blog/what-is-the-difference-between-personalization-and-customization/
  9. Degenaar, A. (2021). A strategic integrated communication framework for the Child Protection Organisation in South Africa. Doctoral thesis. Potchefstroom: North-West University (South Africa).
  10. Degenaar, A. & Fourie, L.M. (2024). A strategic integrated communication framework for child protection organizations in South Africa: The role of digital media. Unpublished manuscript. Cape Town: AOSIS Publishers.
  11. Degenaar, A., Fourie, L.M. & Holtzhausen, L. (2022). A strategic integrated communication framework for child protection organizations in South Africa. International Journal of Strategic Communication, 16(5):700‒721. https://doi.org/10.1080/1553118X.2022.2093204
  12. Denner, N., Viererbl, B. & Koch, T. (2019). A matter for the boss? How personalized communication affects recipients' perceptions of an organization during a crisis. International Journal of Communication, 13:2026‒2044.
  13. Department of Social Development. (2024). NPO register. Available from: http://www.npo.gov.za/
  14. Duncan, T. (2002). IMC: Using advertising and promotion to build brand. New York, NY: McGraw-Hill.
  15. Duncan, T. & Moriarty, S. 1997. Driving brand value: Using integrated marketing to manage profitable stakeholder relationships. New York, NY: McGraw-Hill.
  16. Engelbrecht, R. & Ngongo, M. (2018). Storytelling for social media platforms. In M. Pritchard & K. Sitto (eds). Connect: Writing for digital audiences. Cape Town: Juta, 206‒230.
  17. Enslin, C. (2005). The role of alternative brand contact planning in the South African marketing and communication industry. Doctoral thesis. Pretoria: University of Pretoria. Available from: http://hdl.handle.net/2263/26108
  18. Forrest, S. (2013). Negative public images hamper child welfare investigators. University of Illinois Urbana Campaign, 14 March. Available from: https://socialwork.illinois.edu/negative-public-images-hamper-child-welfare-investigators/
  19. Franklin, B. & Parton, N. (1991). Social work, the media and public relations. London: Routledge.
  20. Freberg, K. (2018). Social media for strategic communication. Los Angeles, CA: Sage.
  21. Gastrow, S. (2019). The proliferation of non-profits is an indication of state failure. Daily Maverick, 8 October. Available from: https://www.dailymaverick.co.za/opinionista/2019-10-08-the-proliferation-of-non-profits-is-an-indication-of-state-failure/
  22. Gennari, F. 2020. Responsiveness. In Idowu, S., Schmidpeter, R., Capaldi, N., Zu, L., Del Baldo,M. & Abreu, R. (eds). Encyclopedia of sustainable management. Cham: Springer. https://link.springer.com/content/pdf/10.1007/978-3-030-02006-4_979-1.pdf
  23. Grunig, J.E. (2013). Excellence theory. A comprehensive look at modern public relations theory. James Grunig: Available from: https://excellencetheory.wordpress.com/2013/09/27/the-two-way-symmetrical-model-of-communication/
  24. Heide, M., Von Platen, S., Simonsson, C. & Falkheimer, J. (2018). Expanding the scope of strategic communication: Towards a holistic understanding of orgnanizational complexity. International Journal of Strategic Communication, 12(4):452‒468.
  25. Holtzhausen, L. (2013). Managing corporate identities of non-profit organisations in the social welfare sector. Jàmbá: Journal of Disaster Risk Studies, 5(2):1‒8.
  26. Karvonen, L. (2010). The personalisation of politics: A study of parliamentary democracies. Colchester: ECPR Press.
  27. Klein, K. (2007). Fundraising for social change. 5th ed. San Francisco: John Wiley & Sons.
  28. Maboya, M. & McKay, T. (2019). The financial sustainability challenges facing the South African non-profit sector. The Journal for Transdisciplinary Research in Southern Africa, 15(1):a693. Available from: https://doi.org/10.4102/td.v15i1.693
  29. Meleyal, L. (2017). It's time to put social work regulation where it belongs – with employers. The Guardian, 23 January. Available from: https://www.theguardian.com/social-care-network/2017/jan/23/social-work-regulation-employers
  30. Morsing, M. & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4):323‒338. Available from: https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1467-8608.2006.00460.x
  31. Network for Good. (2017). Storytelling for nonprofits: How to present stories that attract donors, win support, and raise more money. Available from: https://learn.networkforgood.com/storytelling-for-nonprofits-2017.html
  32. Nhedz, F. & Makofane, M. (2015). The experiences of social workers in the provision of family preservation services. Social Work/Maatskaplike Werk, 51(3):354‒378.
  33. Niemann, I. (2005). Strategic integrated communication: Towards a South African conceptual model. Doctoral thesis. Pretoria: University of Pretoria.
  34. Niemann-Struweg, I. (2015). Integrated communication implementation. In D. Mulder & I. Niemann-Struweg (eds.). Strategic integrated communication. Pretoria: Van Schaik, 213‒228.
  35. Norton, M. (2003). The worldwide fundraiser's handbook. 2nd ed. London: Directory of Social Change.
  36. Nwauche, S. & Flanigan, S. (2022). Challenges to nonprofit organization participation in social and development policy planning in South Africa. Nonprofit Policy Forum, 13(2):119‒139.
  37. Overton-De Klerk, N. & Verwey, S. (2013). Towards an emerging paradigm of strategic communication: Core driving forces. Communicatio, 39(3):362‒382.
  38. Patel, L. (2012). Developmental social policy, social welfare services and the non-profit sector in South Africa. Social Policy & Administration, 46(6):603‒618.
  39. Rensburg, R. & Cant, M. (2009). Public relations: African perspectives. Johannesburg: Heinemann.
  40. Richardson, M.K. 2017. Two sides of the same coin: The reinforcing relationship between communications and development. NonProfitPro, 6 April. Availabe from: https://www.nonprofitpro.com/article/two-sides-coin- reinforcing-relationship-communications-development/
  41. Sjöström, S. & Öhman, A. (2018). What if an investigative journalist calls? Media Relations in social work. The British Journal of Social Work, 48(7):2077‒2095. Available from: https://doi.org/10.1093/bjsw/bcx148
  42. South African Council for Social Services Professions (SACSSP). (2020). South African Council for Social Service Professions code of ethics. Available from: http://www.sacssp.co.za/professional-conduct-and-ethics-2/
  43. The Media Monitoring Project. (2004). Children dying to make the news. Available from: https://www.mediamonitoringafrica.org/wp-content/uploads/2024/01/Children-Dying-to-make_-2003-1.pdf
  44. Türkel, S., Uzunoğlu, E. & Misci Kip, S. (2021). Shared meaning at the intersection of NPO reputation and trust: A personification perspective. Corporate Communications: An International Journal, 26(1):124‒142.
  45. Van Baalen, A. & Mulder, D. (2016). A conceptual analysis of integrated communication. Communitas, 21(89):89‒107.
  46. Van Ruler, B. (2018). Communication theory: An underrated pillar on which strategic communication rests. International Journal of Strategic Communication, 12(4):367‒381.
  47. Wang, A. (2007). When web pages influence web usability: Effects of online strategic communication. International Journal of Strategic Communication, 1(2):93‒106.
  48. Welliver, S. (2020). A journalist’s guide on what to write — and what not to — when covering child abuse. Poynter, 4 February. Available from: https://www.poynter.org/ethics-trust/2020/a-journalists-guide-on-what-to-write-and-what-not-to-when-covering-child-abuse/
  49. Wimmer, R.D. & Dominick, J.R. (2006). Mass media research: An introduction. 8th ed. Belmont: Thomson Wadsworth.
How to Cite
Stakeholder Relationships in the Child Protection Organisation (CPO) Sector: A Strategic Integrated Communication Approach. (2025). Communicare: Journal for Communication Studies in Africa, 44(1), 74-91. https://doi.org/10.36615/xkebrf47

Send mail to Author

Send Cancel

Similar Articles

You may also start an advanced similarity search for this article.

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate