From the left: Researchers who conducted the South African study - Ms Corne Meintjies, Lecturer, Marketing, MSA, Prof Gideon de Wet, University of Fort Hare and Dr Ilse Niemann-Struweg, Senior Lecturer,Marketing, MSA.
In order to set a benchmark for the practice and trends in corporate communication among Fortune 1000 companies in the US, Corporate Communication International, a centre for research in Corporate Communication at Baruch College, City University of New York began conducting studies in 2000.
This was the beginning of a seven-year research project on the practices and trends of Corporate Communication in the United States. Subsequently, the study was replicated in 2006 in China and followed up in 2008. A similar study is also being conducted in the European Union (2008/2009).
In 2007/2008 this study was also conducted in South Africa through the collaboration of Prof de Wet (University of Fort Hare), Dr Ilse Niemann-Stuweg and Ms Corne Meintjes (both from the School of Business and Economics at Monash South Africa).
“The purpose of the South African benchmark study,” says Dr Ilse Niemann-Struweg, “Was to identify the corporate communication structures, practices, and trends of certain South African companies and to discover: the role of corporate communication in the company; the functions that these companies include as part of their corporate communication tasks; the extent to which the company relies on outside agencies to implement its corporate communication functions; and how the company positions itself in the changing socio-political and economic landscape”.
Due to the nature and culture of business in South Africa, it was decided to gather data through in-depth interviews with the most senior communicator in different organisations.
The best-performing 500 South African companies were identified, based on the data provided by Fletcher’s study (2007) which used criteria such as size, growth, profitability and economic impact. Out of these 26 companies were selected from the three segments. The revised interview consisted of 30 questions, including questions pertaining to the unique South African context.
According to Dr Niemann-Struweg, “The significance of this study is that it contributes to the body of knowledge in the practice of Corporate Communication in South Africa, viewed against the latest international trends and academic theory.”
“The crux of the South African findings is that, until corporate communication is embraced as a strategic function, and not merely a technical tool, it will never contribute to the strategic direction of the organisation.”
“Corporate Communication, when applied correctly, has the capacity to reach the entire stakeholder community on a strategic level to ensure unity of effort, the lack of which is one of the major failure factors in strategic implementation. “
“What is required therefore is continuous learning and development of practitioners to ensure a comprehensive understanding of the dynamics of communication as well as the appreciation of depth of strategic alignment made possible through corporate communication.”
Source: http://www.monash.ac.za/news/2008/corporate-communication.html
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