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The use of strategic communication management in black-owned female businesses in Gauteng, South Africa
Author(s)
Tyolwana, Viwe
Date Issued
2023
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The aim of this study was to explore the use of Strategic Communication Management (SCM) within black-owned
female businesses in South Africa, specifically in the Gauteng region. Employing a qualitative research approach,
which included semi-structured interviews and an exploratory thematic analysis , the study aimed to understand
how these business owners integrated SCM into their corporate strategies to align business objectives and goals for
enhanced communication efficiency. Interviews with nine black- owned female business owners provided insights
into their use, approach and best practice of SCM techniques within this under explored context. The study was
underpinned by the Excellence Theory and Systems Theory, highlighting the importance of strategic
communication and holistic understanding in organisational settings. Findings revealed a spectrum of adherence to
non-adherence to SCM principles, with participants demonstrating various levels of strategic communication
practices. While some findings exhibited explicit adherence, others lacked structured communication approaches
and understanding of SCM's role. However, empathetic communication practices emerge as a strength. Challenges
included a lack of education, resources, and collaboration with PR specialists and significantly hinder the effective
incorporation of SCM in its fullest capacity. Recommendations for future research included exploring SCM
adoption in different provinces, industries, and demographic groups to address barriers and inform policies and
support mechanisms for a larger group of black-owned female businesses, ultimately fostering a more inclusive and
equitable business landscape in South Africa. Further investigation was warranted to understand why SCM was not
fully embraced despite substantial government investments in entrepreneurial training for black-owned female
businesses. Identifying critical skills and workforce capabilities was crucial for sustained small business growth in South Africa.
female businesses in South Africa, specifically in the Gauteng region. Employing a qualitative research approach,
which included semi-structured interviews and an exploratory thematic analysis , the study aimed to understand
how these business owners integrated SCM into their corporate strategies to align business objectives and goals for
enhanced communication efficiency. Interviews with nine black- owned female business owners provided insights
into their use, approach and best practice of SCM techniques within this under explored context. The study was
underpinned by the Excellence Theory and Systems Theory, highlighting the importance of strategic
communication and holistic understanding in organisational settings. Findings revealed a spectrum of adherence to
non-adherence to SCM principles, with participants demonstrating various levels of strategic communication
practices. While some findings exhibited explicit adherence, others lacked structured communication approaches
and understanding of SCM's role. However, empathetic communication practices emerge as a strength. Challenges
included a lack of education, resources, and collaboration with PR specialists and significantly hinder the effective
incorporation of SCM in its fullest capacity. Recommendations for future research included exploring SCM
adoption in different provinces, industries, and demographic groups to address barriers and inform policies and
support mechanisms for a larger group of black-owned female businesses, ultimately fostering a more inclusive and
equitable business landscape in South Africa. Further investigation was warranted to understand why SCM was not
fully embraced despite substantial government investments in entrepreneurial training for black-owned female
businesses. Identifying critical skills and workforce capabilities was crucial for sustained small business growth in South Africa.
Additional information
Thesis (Master of Public Relations and Communication Management)--Cape Peninsula University of Technology, 2023
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