Strategic communication management by NPOs in the adult-literacy sector in south africa

Abstract

The Steyn and Puth (2000) model for strategic communication management has been applied bystudents and other project participants to non-profit organisations (NPOs), government institutionsand small and medium enterprises in South Africa, but organisations’ communication practiceshave not been measured against the model. This paper reports on the strategic communicationmanagement practices of NPOs in the adult-literacy sector in South Africa, as compared withthe strategic steps in the Steyn and Puth model. The aim of this study was to analyse currentcommunication 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 wasto understand the participating NPOs’ operational and strategic communication managementcontext, since little research in this regard has to date been conducted. Recommendations forstrategic communication management and relationship building by NPOs are also made.