Vol 44, No 1 (2025): Special Issue - Reflect, rethink and reimagine: A decade of strategic communication

This article is the result of further joint reflection by the authors, building on their previous arguments that the shifts that gave rise to strategic communication as a discipline suggest linear compromises between modernism and postmodernism. It also provides a scrutiny of metamodernism as a contemporary academic agenda within a complexity framework, and explores whether strategic communication has to an extent not always shown elements of metamodernism. Following an analysis of key figures of metamodern thought and introducing the “dance” of the double pendulum as a metaphor, the authors discuss key challenges that metamodern thinking poses to strategic communication scholars. These require, among other things, a commitment to the species, ironic sincerity, a commitment to complexity on the problem as well as on the solution side, and a “both‒and” realist epistemology and constructionist epistemology at the same time. In conclusion, implications for strategic communication are put forward.

This article responds to Nina Overton-de Klerk’s intervention that offers a critical and transdisciplinary overview of the current state of the discipline of strategic communication, and of its future potentials. Our critical engagement originates within the context of Overton-de Klerk’s intervention, published in the contemporary conjuncture of polycrisis. Our self-reflexive study examines the significance of the discipline in relation to the social and political economic concerns of the broader cultural and media studies paradigm. The interlinkages between these fields/disciplines are examined in interdisciplinary nodal relations rather than as separated modular conceptual units. The issue of disciplinary identity is then discussed within the contemporary South African research context. A key argument is that knowledge of the history of paradigms is necessary to make appropriate methodological choices in relation to the researcher’s own position within the contending paradigms. Some suggestions are offered for the way ahead that involve transdisciplinary approaches rather than modular epistemological separations.

Higher education institutions in South Africa find themselves in situations of strategic complexity due to contextual changes in the higher education landscape. One of these challenges is the complexity of stakeholders within the higher education context, specifically students and alumni. In this regard, students function as internal stakeholders, and once they graduate, they become external stakeholders. Furthermore, due to their connection with a higher education institution, both students and alumni, through their personal brands, can contribute to or diminish strategic communication endeavours by higher education brands. Thus, an integrated communication approach is needed to strategically align student and alumni personal brands with higher education institution brands. Through a systematic literature review, this study explored the integration of relevant concepts to the problem at hand: strategic communication, strategic integrated communication, brand advocacy and personal branding. The conducted review found that these theoretical concepts had limited theoretical overlap with concepts covered in academic articles found on selected academic databases. The absence of interrelatedness between the theoretical foundations and empirical evidence of these concepts highlights the gap in research on the complexity of stakeholders in higher education from a strategic communication perspective. This article adds value to the perspectives on stakeholders in higher education institutions.

This research examines the professionalisation of strategic communication as a teaching discipline by exploring perceived tensions within the subject. Higher education is a “battleground” for both professions and would-be professions, and the study offers a deeper understanding of the dynamic tensions shaping the professionalisation process of this discipline. However, there has been limited research in this area within strategic communication. This study is based on qualitative interviews with 25 programme directors of international master’s programmes and leading academics from various parts of the world. The empirical findings show that the interviewees perceive the tension between theory and practice as crucial. Some educational programmes prioritise theory to provide students with a profound understanding of fundamental principles, whereas others emphasise practice to enhance employability and practical skills. The study shows that the perceived dichotomy theory and practice in master’s programmes is oversimplified and involves several nuances and distinctions. The research provides greater insight into how tensions surrounding professionalism arise in emerging fields at the university level, particularly in disciplines that are still establishing their position and trajectory. Furthermore, it raises new questions about how university systems and traditions affect professionalisation processes.

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. 

The arms race in generative artificial intelligence and artificial intelligence has transformed digital markets, with artificial-intelligence-powered platforms projected to drive market growth to nearly $740 billion by 2030. However, scholarly understanding of how these technologies affect platform competition remains limited. This article explores how generative pre-trained transformers influence digital superintermediaries’ market power and examines whether generative artificial intelligence capabilities reinforce or challenge existing platform dominance. Using a conceptual literature analysis of platforms and artificial intelligence development patterns, the research uncovers a critical paradox: While generative pre-trained transformers represent revolutionary advancement, they create novel forms of artificial intelligence market concentration. The findings reveal how digital superintermediaries leverage artificial-intelligence-powered platforms through control over computational resources and data access, creating self-reinforcing cycles of artificial intelligence capability enhancement. This research demonstrates how artificial intelligence capabilities, particularly generative pre-trained transformers, create new mechanisms of market power consolidation, suggesting the need for innovative regulatory approaches that address the unique characteristics of generative artificial-intelligence-enhanced digital multisided platforms.

Public relations in Africa and South Africa has evolved in accordance with its changing landscape.  The purpose of this article is to present the views of South African public relations educators and practitioners who participated in a global study titled “The Future of PR and Communication and Their Social Impact”. Earlier studies on the roles of public relations in South Africa highlighted its strategic role with reports that South African public relations practitioners indicated an increase in strategic influence but with limited understanding and use of measurement applications and social impact analysis, which are key components in showcasing the influence of public relations in society. It is therefore essential to revisit the perceptions of public relations practitioners and educators of their roles and the social impact on society, together with their influence on public relations education.

The global study “The Future of PR and Communication and Their Social Impact” applied a Delphi-method approach, which included various rounds of concept testing and meaning-making.  Significant findings obtained from these participants are aligned with international views and include an emphasis on the integration of communication activities with organisational business objectives, as well as practical, real-life experiences included in public relations education. Participants agreed that social impact could be achieved through stakeholder engagement, agenda setting, creating awareness and influencing the corporate social responsibility focus of organisations. Participants viewed social value as the outcome of social impact activities.

The sustainability of public relations agencies is often heavily dependent on positive and vibrant relationships with their clients. Such relationships are crucial during challenging economic conditions and intense competition prevalent within the sphere. Public relations agencies in South Africa face a challenge to prove that they are able to contribute positively to their clients’ bottom line by meeting these expectations. Good relationships lead to higher client retention for agencies, improvement in the client’s return on their investment and it also contributes towards organisational sustainability for the benefit of both parties. This article investigates expectations of client‒public relations agency relationships in South Africa as key elements influencing the relationship between the parties. An exploratory qualitative study was conducted. It involved in-depth interviews with six client representatives and six senior public relations consultants from three prominent public relations agencies operating in Johannesburg. The findings indicate that expectations, competencies and communication inform perceptions of how clients and public relations agencies view the relationship and then try to achieve relationship outcomes. To maintain or expand their client base, public relations agencies need to create value for the client organisations and build relationships and mutual understanding with their clients.