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Communication at icg: the internal communication audit as an integrated measuring instrument

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dc.contributor.advisor Barker, Rachel en
dc.contributor.advisor Schoonraad, Norle en Walt, Samantha en 2009-08-25T10:58:35Z 2009-08-25T10:58:35Z 2009-08-25T10:58:35Z 2006-03-31 en
dc.identifier.citation Walt, Samantha (2009) Communication at icg: the internal communication audit as an integrated measuring instrument, University of South Africa, Pretoria, <> en
dc.description.abstract There is global agreement that in today's business environment an integrated approach to communication is a necessity. Although there is a need to evaluate the application and quality of integrated communication, after almost 20 years of existence, it is still viewed as a difficult concept to implement. Definitions of integrated communication still vary, with no universal consensus. Although the literature on communications does propose various implementation models for evaluating integrated communication, these models are predominantly marketing-related, with parameters pertaining to the customer-experience. As such, these models have serious shortcomings when it comes to measuring the employee-experience. In this study, employee relationships are seen as the building blocks of the strategic management of communication between an organisation and its external publics. Recognising this significance of employee relationships two decades ago, Cutlip, Center, and Broom (1985) proposed that no organisational relationships are as important as those with employees. They advocated that the first step in promoting positive external relationships is achieving good internal communication. The central thrust is that employees who are truly customer-focused need to work within an employee-centric environment. Customarily, the traditional internal communication audit is used to evaluate the employee environment, employee perceptions of communication and employee attitudes. However, traditional audits have limitations when it comes to measuring integration. Traditional audits do not evaluate the role of the employee in building customer relationships, or the extent to which employees are integrated into an organisation. There is, therefore, a need to extend the traditional internal communication audit, so as to evaluate integrated internal communication and its application and quality. Duncan (2001) maintains that integrated communication must first exist internally if a company is to effectively communicate externally. Therefore, the primary research objective of this study was to develop a measuring instrument (using elements from existing audits and models) to evaluate integrated internal communication. This entailed a literature review to determine the theoretical status of the concept of integrated communication and internal communication. A measuring instrument was then developed to evaluate integrated internal communication. The second objective was to apply the developed instrument so as to measure employee perceptions of communication at the International Colleges Group (ICG). These perceptions were measured through a group administered perception survey and personal interviews. Research results where used to determine the extent of integrated internal communication at ICG in accordance with four identifiable stages. Findings signifyed some success in the first stage of integrated communication. However, there was no indication of integrated communication in the later stages. The final objective was to test the shortcomings of the proposed instrument. en
dc.format.extent 1 online resource (172 leaves)
dc.language.iso en en
dc.subject Internal communication en
dc.subject Integrated communication en
dc.subject Integrated internal communication en
dc.subject Communication audit en
dc.subject Integrated measuring instruments en
dc.subject.ddc 658.45
dc.subject.lcsh Communication in organizations
dc.subject.lcsh Communication
dc.subject.lcsh Communication in personnel management
dc.subject.lcsh Auditing, Internal
dc.title Communication at icg: the internal communication audit as an integrated measuring instrument en
dc.type Dissertation en
dc.description.department Communication Science en M.A. (specialisation in Organisational Communication Research and Practice) en

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