Investigating strategic management roles of the corporate communication function in the Department of Housing
The first phase of this qualitative study employed the extended case method. Its aim was to explore the role behaviour of the most senior corporate communication practitioner in the government Department of Housing, South Africa. It was found that the Director: Communication Services played a combi...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1827 |
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| author | Benita Steyn Mateboho Green |
| author_facet | Benita Steyn Mateboho Green |
| author_sort | Benita Steyn |
| collection | DOAJ |
| description |
The first phase of this qualitative study employed the extended case method. Its aim
was to explore the role behaviour of the most senior corporate communication
practitioner in the government Department of Housing, South Africa. It was found
that the Director: Communication Services played a combination of roles: firstly, Dozier's
(1984) media relations specialist (seen as part of the historic technician role) and secondly,
she also performed certain generic managerial activities. The two (new) strategic
management roles of the corporate communication function, the strategist and the
redefined manager, were not observed (Steyn, 2000a; 200Gb).
The second phase entailed the development of a corporate communication strategy for
the Department by the Deputy Director, using action research. The unit of analysis was
her communicative output, in the form of the strategy. Empowered by postgraduate
studies, she was found to possess the necessary strategic communication management
knowledge and skills to perform this important activity of a practitioner in the redefined
role of manager successfully.
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| format | Article |
| id | doaj-art-344a190a4f2945bab8ddda6d39513a75 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-344a190a4f2945bab8ddda6d39513a752025-01-20T08:50:36ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0120210.36615/jcsa.v20i2.1827Investigating strategic management roles of the corporate communication function in the Department of Housing Benita Steyn 0https://orcid.org/0000-0002-3834-6336Mateboho Green1https://orcid.org/0000-0002-6154-0663University of PretoriaUniversity of Pretoria The first phase of this qualitative study employed the extended case method. Its aim was to explore the role behaviour of the most senior corporate communication practitioner in the government Department of Housing, South Africa. It was found that the Director: Communication Services played a combination of roles: firstly, Dozier's (1984) media relations specialist (seen as part of the historic technician role) and secondly, she also performed certain generic managerial activities. The two (new) strategic management roles of the corporate communication function, the strategist and the redefined manager, were not observed (Steyn, 2000a; 200Gb). The second phase entailed the development of a corporate communication strategy for the Department by the Deputy Director, using action research. The unit of analysis was her communicative output, in the form of the strategy. Empowered by postgraduate studies, she was found to possess the necessary strategic communication management knowledge and skills to perform this important activity of a practitioner in the redefined role of manager successfully. https://journals.uj.ac.za/index.php/jcsa/article/view/1827Department of HousingDirector: Communication ServicesDozier'smedia relations specialistgeneric managerial activities |
| spellingShingle | Benita Steyn Mateboho Green Investigating strategic management roles of the corporate communication function in the Department of Housing Communicare Department of Housing Director : Communication Services Dozier's media relations specialist generic managerial activities |
| title | Investigating strategic management roles of the corporate communication function in the Department of Housing |
| title_full | Investigating strategic management roles of the corporate communication function in the Department of Housing |
| title_fullStr | Investigating strategic management roles of the corporate communication function in the Department of Housing |
| title_full_unstemmed | Investigating strategic management roles of the corporate communication function in the Department of Housing |
| title_short | Investigating strategic management roles of the corporate communication function in the Department of Housing |
| title_sort | investigating strategic management roles of the corporate communication function in the department of housing |
| topic | Department of Housing Director : Communication Services Dozier's media relations specialist generic managerial activities |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1827 |
| work_keys_str_mv | AT benitasteyn investigatingstrategicmanagementrolesofthecorporatecommunicationfunctioninthedepartmentofhousing AT matebohogreen investigatingstrategicmanagementrolesofthecorporatecommunicationfunctioninthedepartmentofhousing |