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Marlene Wiggill

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Strategic communication management by NPOs in the adult literacy sector in South Africa

Författare

  • MN Wiggill

Other contributions

  • AME Naudé
  • LM Fourie

Summary, in English

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.

Publiceringsår

2009

Språk

Engelska

Sidor

50-67

Publikation/Tidskrift/Serie

Communicare

Volym

28

Issue

1

Dokumenttyp

Artikel i tidskrift

Ämne

  • Social Sciences
  • Media and Communications

Nyckelord

  • Strategic Communication
  • Non-profit organizations

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 0259-0069