An evaluation of the role of corporate communication practitioners within strategic management function at a university of technology

Abstract

This research explored the role of corporate communication practitioners within strategic management function at a university of technology. The researcher used Grunig and Grunig’s (2008) excellence theory as a theoretical framework to explore corporate communication as a strategic management function. The researcher adopted a qualitative research approach for the study. With the application of a qualitative research approach, the researcher was able to obtain an understanding of the role that communication practitioners provide within the institution, and it also allowed the researcher to get a valuable insight of executive management’s perspective of the role of corporate communication practitioners. The findings aligned with the research objectives of evaluating the role of corporate communication that allowed the researcher to develop sub-themes, followed by the themes of strategic management function highlighted in the literature review. Some of the findings demonstrates that although most of the participants believe that corporate communication should operate at an executive management level; majority of participants perform functional roles within communication that consists of drafting, writing, editing communication to mostly internal staff via internal platforms and organisational website that portrays CPUT in a positive light on behalf of management. Many of the participants indicated that corporate communication is better suited under the Marketing and Communication Department (MCD), because the functions are interrelated, dependent on each other and staff within the unit support each other. However, one participant expressed the need for independence because practitioners will be more effective. The study allowed the researcher to make conclusions and recommendation that will contribute to the development of corporate communication as a strategic management function within higher education. Grunig and Grunig’s (2008:342) states that future research should help corporate communication evolve as a strategic management function and continually re-institutionalise itself to adjust to changes in organisations, communication technologies and societal expectations.”