Gray Simple Shapes Group Project Presentation

[Virtual Presenter] Hello. Welcome to my video. In this video I’ll be taking about the challenges that internal stakeholders are met with in their organisations and how to address them using western theories of communication, namely; two-way symmetrical communication theory, excellence theory and stakeholder relationship management theory; and then reflect on the Ubuntu (African) communication theory and how it can help in addressing those issues. Let’s jump right into it. Addressing internal stakeholder challenges in South African corporate environment..

[Audio] TWO-WAY SYMMETRICAL COMMUNICATION THEORY Considered by the Internal Communication Management as the most effective, two-way symmetrical communication theory focuses on improving and enhancing the development and maintenance of mutual beneficial, long-term relationship as it develops dialogue and establishes an understanding between the organisation and its's stakeholders. Two-way symmetrical communication model is one of the four models of public relations that theorist Dr James Grunig recognized and named in 1984. It focuses on equal flow of information between both parties with stakeholders being provided space for feedback. In South Africa, this theory can be applied in a sense that it enhances participation in the workplace, decreases absenteeism and creates harmonious relations between the organization and its employees due to the stakeholders given a chance to express their own unique opinions. In this way the organization not only does it motivates their employees to be productive but it also rises feelings of loyalty and commitment within and among employees..

[Audio] Two-way symmetrical communication theory can be applied also in employee engagement, in situations by which employees are scared to voice their own opinions due to them being afraid or intimidated by top-management especially in organisations that practices conservative formal, authoritarian management style. An article by Sutton et.al, discusses that these kinds of relationship between the organization and its employees/internal stakeholders leads to an unbalanced flow of information, leading to employee dissatisfaction and frustration. While this management style is crucial for crisis management, improves the productivity as employees need to follow a proven set of systems and procedures; it also inhibit employees innovativeness, contributes to absenteeism and lack of trust for the management team..

[Audio] EXCELLENCE THEORY Excellence theory explains the value of PR to organisations and society based on the social responsibility of managerial decisions and the quality of relationships. Moreover, it emphasizes that for an organisation to be effective it must behave in ways that solve the problems and satisfy the goals of stakeholders as well as management. This can be in various ways whereby the models of Public Relations within Excellence theory are utilized. These models are: The Press Agentry Model which uses persuasion and manipulation to influence audiences to behave as the organisations wishes; the Public Information Model of which uses the press release and other communication techniques to distribute organizational ideas; the Two-Way Asymmetrical Communication Model which the main purpose is to influence based on the knowledge they have of their audiences; and the Two-Way Symmetrical Communication Model which uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organisation and its stakeholders..

[Audio] This theory can be utilized in crisis management by advocating for two-way symmetrical communication model whereby organisations listen to and engage with their public, rather than just informing them. This means seeking feedback from the publics instead of just informing them, in this way they can address their concerns and voice their opinion. Due to South Africa being a diverse country, arguments and issues are bound to rise in organisations- whether is someone not wanting to accept not being stubborn to accept other people's beliefs or someone being treated unfairly due to their race or gender. Organisations must also ensure to "be more sensitive in terms of messages sent, the analogue used, and the images we use in our communication to avoid prejudice, due to our diverse nation"..

[Audio] . STAKEHOLDER RELATIONSHIP MANAGEMENT THEORY (SRMT) Stakeholder theory holds that businesses exist to do more than just make profit and money for stakeholders. Instead, they function best and serve the greater good when their actions reflect what's best for all stakeholders- employees, suppliers, partners, community, and of course, shareholders (McCance M, 2024). SRMT is based around common interest and shared goals that are effectively managed and over time lead to mutual understanding and benefit for the organisatons and its stakeholders who communicate interactively. Stakeholder Relationship Management Theory can be utilized to address challenges such as employee engagement, loyalty and trust and credibility of leadership. In employee engagement it means that organisations start recognizing employees as key stakeholders, acknowledging the stakeholders' needs and interests and continuing to make effort to reconcile with them and build a mutually beneficial relationship with them through interactive communication..

[Audio] Loyalty is about consistently prioritizing the needs and expectations of stakeholders rather than treating them as disposable good. And when the employees feel heard and important to the organisation, the commit to the organisation and that means both the organisation and employees will invest their time and energy in the relationship to enhance and maintain it. Not only that, but the stakeholders will remain loyal to the organisation and not only will the organisation will gain a loyal employee but will also enjoy the benefits that comes with a loyal, committed employee. In terms of trust and credibility of leadership, this theory can be utilized by building trust and confidence and maintaining and meeting the expectations of stakeholders, operating with integrity, keeping promises, being transparent with information and being dependable. The organisation or management must be professional all the time and always think about how they can help their stakeholders, and not just what their stakeholders can do for them. Lobelo adds that when stakeholders trust the organisation it leads to the stakeholders having confidence in the organisation's skills and qualities to do their businesses..

[Audio] UBUNTU(AFRICAN) COMMUNICATION THEORY Ubuntu is a philosophy rooted in African cultural, and it has been applied in organisations. "Ubuntu" means 'humanity towards others', emphasizing on interconnectness, respect and the importance of community. Ubuntu is an African worldview and principle of light which emphasizes humanness and community, and fosters a culture of mutual respect, inclusivity, and ethical leadership which can help in overcoming the following challenges..

[Audio] Trust and Credibility of Leadership- the principle of "Umuntu ngumuntu ngabantu" meaning 'a person is a person through others' or ' I am because we are'; encourages organisations based on humility, transparency and shared values. According to Chetty and Prince, an organisation or rather a leader guided by this philosophy prioritizes the establishment of strong interpersonal relationships that transcends hierarchical borders. Thus, they engage employees in effective exchange of relevant and appropriate information to reach mutual understanding about what is to be done and how it is to be done. Leaders that practices Ubuntu communication build trust and credibility by prioritizing collective well-being rather than individual gains. Cultural Diversity- the South African workforce is diverse with multiple cultural backgrounds, race and gender. Lobelo states that communication in Soth Africa is to be built on people's experiences and capabilities and needs to consider sensitivity arising from cultural and religious practices. Therefore, Ubuntu encourages cross-cultural to reduce conflicts and misunderstandings in organisations by emphasizing on empathy, respect and relational harmony. It further encourages ethical leadership in organisations who prioritizes fairness, connectness and transparency to foster a more inclusive corporate culture.

[Audio] Employee Engagement- Ubuntu enhances communication between leaders (the organisation) and their employees as it advocates for participatory interaction. As cited by Chetty and Prince, they add that within an Ubuntu environment, leadership encourages open communication, mutual support, inclusivity and exchange of ideas between leaders and their employees. This means that the organisation actively listen to their stakeholders, valuing their perspectives and ensuring that every voice is heard and respected. A strong focus on relationship engenders a sense of belongingness and emotional attachment, leading to not only an increase in involvement in tasks but also creates a sense of ownership, aligning the dedication of engagement among employees. Ubuntu Communication Theory provides a holistic, people centered approach to corporate communication. It enhances employee engagement, builds trust, bridge cultural divides -among others, by fostering participatory decision-making, inclusivity, respect and ethical leadership. This theory aligns with African, rather South African values while addressing modern corporate challenges..

REFERENCE LIST Chetty, K. & Prince, G. 2024. Ubuntu leadership as a predictor of employee engagement: A South African study. SA Journal of Human Resource Management, 22, Article a2462. Available at: https://sajhrm.co.za/index.php/sajhrm/article/view/2462 [Accessed 19 March 2025] Chia, S. 2021. 6 Management styles: How to choose the right one for you. BetterUp. Available at: https://www.butterup.com/blog/management-styles [Accessed 19 March 2025] Chiloane, T. 2025. Loyalty and trustworthiness: The non-negotiables in stakeholder relationship. KYC Investments. Available at: https://www.kycinvestments.co.za/loyalty-and-trustworthiness-the-non-negotiables-in-stakeholder-relationships/ [Accessed 19 March 2025] DeLory, A. 2013. PR should strive for two way symmetrical communication. Symmetry Public Relations, 1(1). Available at: https://symmetrypublicrelations.com/vol1/2013/03/15/pr-should-strive-for-two-way-symmetrical-communicatiom/ [Accessed 19 March 2025] Lobelo, M. 2024. COMS 124 Week 3 Lecture 2: Study Unit 2- Corporate Communication: Different Perspectives. COMS-124. North-West University. Available at: https://efundi.nwu.ac.za/ [Accessed 19 March 2025] Lobelo, M. 2025. Public Relation Theories. COMS-213. North-West University. Available at: https://efundi.nwu.ac.za/ [Accessed 19 March 2025] Lobelo, M. 2025. Stakeholder Relationship Management. COMS-213. North-West University. Available at: https://efundi.nwu.ac.za/ [Accessed 19 March 2025] McCance, M. 2024. Stakeholder: How Ed Freeman’s vision for responsible business moved from theory to reality. Darden News. Available at: https://news.darden.virginia.edu/2024/05/16/stakeholder-how-ed-freemans-vision-for-responsible-business-moved-from-theory-to-reality [Accessed 19 March 2025] Sutton, L.B., L Roux, T. & Fourie, L.M. 2022. Internal communication in a diverse and developing world context: Communicare: Journal for Communication Studies in Africa, 41(2), pp.90-102. Available at: https://journals.uj.ac.za/index.php/jcsa/article/view/1452 [Accessed 19 March 2025].

[Audio] Thank you for your time.. Thank You!.