nÃo hà / Em um mundo globalizado, onde as informaÃÃes fluem de maneira veloz, a comunicaÃÃo ocupa um papel fundamental em todos os tipos de organizaÃÃo, incluindo as InstituiÃÃes de Ensino Superior (IES). Contudo, para obter bons resultados, à fundamental nÃo apenas a existÃncia de um setor de comunicaÃÃo profissional, mas o envolvimento da administraÃÃo superior dessas instituiÃÃes na Ãrea. Os dirigentes devem autorizar a transformaÃÃo da comunicaÃÃo em um instrumento de qualificaÃÃo dos processos e da identidade organizacional, participando tambÃm desse processo A partir desse panorama e da constataÃÃo da pouca atenÃÃo dada ao comportamento dos gestores das IES em relaÃÃo à comunicaÃÃo na literatura acadÃmica, o objetivo deste trabalho à analisar o papel da comunicaÃÃo institucional na perspectiva dos integrantes da administraÃÃo superior da Universidade Federal do Cearà (UFC). A revisÃo teÃrica articulou conceitos relacionados à comunicaÃÃo integrada, à gestÃo da comunicaÃÃo, à comunicaÃÃo estratÃgica, entre outros. Para conseguir atingir o objetivo estabelecido, foram realizadas entrevistas semiestruturadas com integrantes da administraÃÃo superior da UFC. Utilizando uma abordagem qualitativa, os dados foram transcritos e analisados seguindo o mÃtodo de anÃlise de conteÃdo. Os resultados indicam que os gestores da UFC entrevistados reconhecem a comunicaÃÃo como algo fundamental no relacionamento com os diferentes stakeholders, com destaque especial para o pÃblico interno. Para eles, as aÃÃes de comunicaÃÃo sÃo instrumentos que auxiliam na prestaÃÃo de contas e na transparÃncia, permitindo que a sociedade saiba qual à o trabalho desenvolvido pela UFC. Mas apesar do reconhecimento da importÃncia, para a grande maioria dos gestores, a comunicaÃÃo ainda ocupa uma dimensÃo instrumental, mais relacionada ao seu papel de divulgadora das decisÃes tomadas. / In a globalized world, where information spreads fast, communication plays an important role in all kinds of organizations, including Higher Education Institutions (IES). However, in order to obtain good results, not only the existence of a professional communication sector, but also the involvement of the superior administration from these institutions with the area are fundamental. The leaders must authorize the transformation of communication into an instrument for the qualification of processes and also of organizational identity, also taking part in this process. Based on this panorama and on the observation that little attention is given to the behavior of the leaders of higher education institutions with relation to communication in the academic literature, the goal of this study is to analyze the role of institutional communication under the perspective of the senior management staff at the Federal University of Cearà (UFC). The theoretical review articulated concepts related to integrated communication, to communication management, to strategic communication, among others. In order to reach the established goal, semi-structured interviews with senior management members at UFC were accomplished. Making use of a qualitative approach, the data were transcribed and analyzed according to the method of content analysis. The results indicate that the UFC managers who were interviewed recognize communication as something fundamental in the relationship with different stakeholders, especially for the internal public. According to them, the communication actions are instruments that help in the legal reporting and in transparency, allowing society to know what the work developed by UFC is. But despite the acknowledgment of its importance, for the great majority of the leaders, communication still occupies an instrumental dimension, more related to its role of announcing the decisions made.

O panorama internacional das pesquisas em marketing e comunicação estratégica apresenta a autenticidade das organizações como um tema recente de estudo, com artigos publicados a partir dos anos 2000. A principal justificativa destes estudiosos para se voltarem a este tema é o comportamento cético que os consumidores e outros públicos apresentam frente às promessas e declarações organizacionais. Para eles, há saturação nas mensagens organizacionais, pois todas utilizam o mesmo conteúdo de narrativas, o qual produziu uma audiência descrente. Neste cenário de desconfiança e de vultosos esforços para a consolidação de relacionamentos duradouros, a autenticidade organizacional e a sua percepção apresentam-se como vantagem competitiva para as firmas. Com o objetivo de criar um instrumento de mensuração e avaliação da percepção da autenticidade, esta tese desenvolveu uma ampla revisão bibliográfica, que identificou a falta de um conceito que pudesse amparar os estudos da autenticidade organizacional. Assim, a partir da Filosofia, das Ciências Sociais e das Teorias da Comunicação, propôs-se um conceito de Autenticidade Organizacional solidamente definido e teoricamente construído, constituído de três dimensões: Propósito, Coerência e Tradição. De acordo com esta concepção, itens da escala foram criados e testados por meio da validação de conteúdo com especialistas (DeVELLIS, 2003) e utilização da Modelagem de Equações Estruturais com o uso do software SmartPLS (CHIN, 1998). O instrumento proposto foi medido junto a consumidores e validado com alto grau de confiabilidade. As contribuições deste trabalho para os estudos de Comunicação Organizacional apontam a sua relevância: este é o primeiro trabalho, nos cenários nacional e internacional, que, além de definir um conceito de autenticidade confiável e altamente gerenciável, constata a relação positiva entre a autenticidade, a atitude e a lealdade dos consumidores, indicando aos profissionais de comunicação organizacional, que a autenticidade se constitui um ativo importante e estratégico para a área. / The international research on marketing and strategic communication introduces the authenticity of organizations as a recent theme of study with scientific research papers published as of 2000. The main reason why these scholars draw their attention to such a theme is the skeptical behavior consumers and others stakeholders have towards organizational promises and statements. For them, there is a surfeit in organizational messages, all of them delivering the same narrative content, which has led to an incredulous audience. In this scenario of suspicion and of huge efforts to establish, long lasting relationships, organizational authenticity and its perception turn out as a competitive advantage for companies. Aiming at the creation of an instrument for measuring and assessing the perception of authenticity, the present thesis has developed a deep literature review that has identified the lack of a clear concept to support studies on authenticity in organizational contexts. Thus, from Philosophy, Social Sciences, and Communications Theory, a consistently defined and theoretically built concept of Authenticity set forth on three dimensions: Purpose, Coherence and Tradition is proposed. Accordingly, items of the scale have been created and assessed through validation of contents by specialists (DEVELLIS, 2003), as well as by the usage of the Structural Equation Modeling (SEM) with SmartPIs software (CHIN, 1998). The proposed instrument was tested on consumers and validated with high level of reliability. Besides designing a reliable and highly managed concept of Authenticity, the contribution this work has brought to Organizational Communication studies field points out an outstanding finding: the present thesis is the first international and nationwide work that brings up the very positive bond between authenticity, attitude and loyalty of consumers, indicating to Organizational Communication professionals that such Authenticity has become an important and strategic asset for the area.

The diploma thesis "PR 2.0 - The role of new media in the building of public relations" deals with the application of new media to the process of building links with public with help of public relations tools. The target of this thesis is to provide a comprehensive outlook on options of using new media and their influence on a transformation of communication paradigm of the public relations discipline. It focuses particularly on social media that form one of the new media categories. The theoretical part follows basic definitions and key characteristics of the public relations discipline, new and social media and main differences between the "old" and "new" media. It is dealt with the implementation of social media to the process of building relations with public and their role and contribution for the public relations discipline. As an own contribution to the thesis I conducted a research. The analytical part explores particular case studies of implementation of social media to public relations activities. The case studies and their analysis are supposed to validate or invalidate the hypothesis of the influence of new media on changing paradigm of public relations.

Summary in English and Afrikaans / CSR has become a priority for many key businesses, particularly in light of codes of practice such as the 2009, The King Report on Corporate Governance for South Africa 2009 (often referred to as King III Report). Effective CSR is dependent on efficient communication between and with stakeholders and businesses, yet the quality of these communications is seldom evaluated. While the literature emphasises the importance of stakeholder engagement, little attention is given to the communication processes used during stakeholder engagement. This study asserts that Integrated Communication (IC) offers a multi-pronged approach for engaging with an organisations’ diverse stakeholders and, when incorporated holistically, aligns CSR throughout an organisation. This study uses a framework drawn from IC theory as a means of analysing the efficiency of stakeholder engagement within Anglo American South Africa (AASA), a company explicitly dedicated to CSR. A single embedded case study research design is employed, including a review of main CSR documents used by AASA, interviews with key communications staff, as well as a focus group on site with key staff members. The research revealed that although AASA is in many ways doing a laudable job in terms of stakeholder engagement, there are key points at which their efforts break down. This is due, in most part; firstly to a lack of integrated awareness throughout the broader business of what constitutes its stated CSR agenda; and secondly to a lack of executive power within the communications department of the business. It is suggested that by following the proposed IC framework, and investing key communications personnel with executive power rather than merely supportive responsibility, the effectiveness of AASA’s stakeholder engagement would be improved. This would improve the likelihood of an effective strategic CSR’s success, and be of value to the organisation. / Korporatiewe Maatskaplike Verantwoordelikheid (KMV) het 'n prioriteit geword vir baie belangrike besighede, veral in die lig van gedragskodes soos die 2009 derde King verslag oor korporatiewe bestuur. Effektiewe KMV is afhanklik van doeltreffende kommunikasie tussen en met belanghebbendes en besighede, maar die gehalte van hierdie kommunikasie is selde geëvalueer. Terwyl die literatuur beklemtoon die belangrikheid van die betrokkenheid van belanghebbendes, is min aandag gegee aan die kommunikasie- prosesse wat gebruik word tydens die betrokkenheid van belanghebbendes. Hierdie studie voer aan dat Geïntegreerde Kommunikasie (GK) 'n multi-ledige benadering bied vir die aangaan met organisasies se diverse belanghebbendes en, wanneer holisties opgeneem, lyn 'n organisasie deurgaans in met KMV. Hierdie studie maak gebruik van 'n raamwerk wat uit GK teorie as 'n middel van die ontleding van die doeltreffendheid wat met belanghebbendes binne Anglo American Suid-Afrika (AASA) uitvloei, 'n maatskappy uitdruklik gewy aan KMV. 'n Enkele navorste gevallestudie is gebruik, insluitend 'n oorsig van die belangrikste KMV dokumente, onderhoude met sleutel kommunikasie personeel sowel as 'n fokusgroep met belangrike personeel op die terrein. Die navorsing toon dat alhoewel AASA is in baie maniere om 'n lofwaardige werk in terme van die betrokkenheid van belanghebbendes handhaaf, is daar belangrike punte waarop hul pogings kort kom. Dit is te danke oorsaaklik; eerstens 'n gebrek aan geïntegreerde bewustheid regdeur die breër organisasie wat sy verklaarde KMV agenda uitmaak, en tweedens 'n gebrek van die uitvoerende gesag in die kommunikasie-afdeling van die besigheid. Daar word voorgestel dat die voorgestelde GK raamwerk kruis organisatoriese bewustheid van AASA se KMV agenda sou bevorder, en die organisasie dwing om belangrike kommunikasie personeel te belê met uitvoerende gesag eerder as bloot ondersteunende verantwoordelikheid. Dit sal op sy beurt die doeltreffendheid van AASA se betrokkenheid verseker. Die waarskynlikheid van strategiese KMV se sukses te verbeter, en van waarde wees vir die organisasie as geheel. / Communication Science / M.A. (Communication)

Over the last decade, power systems have evolved dramatically around the world, owing to higher demand, stringent requirements on quality and environmental concerns that are becoming increasingly critical. With the introduction of new technologies like large-scale renewable energy, wide-area measurement based on phasor measurement units (PMUs) and consumer interaction in the distribution system, the power grid today has become more potent than ever before. Most of the defining features of the smart grid today rest on the integration of advanced communication capabilities into the grid. While communication infrastructure has become a key enabler for the smart grid, it also introduces new and complex control challenges that must be addressed. As we increasingly rely on information transmitted to distant areas over communication networks, it becomes imperative to model the effects of the communication system on the stability of the power grid. Several approaches exist in control theory to study such systems, widely referred to as Networked Control Systems (NCS). Networked control theory provides mathematical tools for system stability analysis and control in the presence of communication delays, packet dropouts and disordering due to transmission of sensor and actuator signals via a limited communication network. In this thesis, a networked control framework for smart grids with integrated commu-nication infrastructure (ICT) is developed. In particular, a networked control systems perspective is developed for two scenarios - wide-area monitoring control, and coordinated control of distributed generation sources. The effects of communication delays and packet dropouts on power system stability are modeled in detail. In the wide-area monitoring control problem, system state measurements are trans-mitted from remote locations through a communication network. The system is modeled as an NCS and a control design approach is presented to damp inter-area oscillations arising from various power system disturbances in the presence of communication constraints. In the coordinated control scenario, a power system with geographically dispersed sources is modeled as an NCS. A networked controller is designed to stabilize the system in the presence of small signal disturbances when system measurements are subject to communication delays and packet dropouts. A realistic output feedback networked control scheme that only uses voltage measurements from PMUs is also developed for practical implementation. The networked controllers designed in this thesis are validated against controllers designed by standard methods, by simulation on standard test systems. The networked controllers are found to enhance power system stability and load transfer capability even in the presence of severe packet dropouts and delays. Several extensions and theoretical problems motivated by this thesis are also proposed.

The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. / Communication Science / M.A. (Organisational Communication Research Practice)

The main research of the study was: How is integrated communication applied in the UKZN AIDS Programme at Westville Campus? The following six subsidiary research questions were formulated to address this topic:  How is communication aligned with the strategic focus in the UKZN AIDS Programme?  How consistent are messages and media used in and outside the UKZN AIDS Programme?  What is the status of infrastructure for integration within the UKZN AIDS Programme?  What is the status of internal stakeholder orientation and differentiation in the UKZN AIDS Programme?  What are the mechanisms put in place to coordinate communication efforts and action within the UKZN AIDS Programme?  What is the status of free flow of information within the UKZN AIDS Programme? A qualitative research design was conducted using field and survey research. These two research methods may be used for descriptive, exploratory, and explanatory research (Mouton 1996:232). Descriptive and exploratory field and survey research were used to ascertain the integrated communication applied in the UKZN AIDS Programme. Data was collected from sixteen UKZN AIDS Programme employees and eight students using semi-structured focus group and in-depth interviews respectively. Data collected was analysed using thematic analysis a technique that involves identifying, analysing and reporting in detail patterns or themes within data.The study found that the UKZN AIDS Programme focuses mostly on the University as its main stakeholder. Therefore, there is little emphasis on employees and students. Besides, the study revealed that there is poor alignment of the programme’s communication strategy with the programme’s strategy. To achieve the UKZN AIDS Programmes’ strategic objectives and mission, there is need to reassess the efforts of the programme and re-strategise. Findings on the consistency of messages and media in the UKZN AIDS Programme reveal that all communications are managed by senior employees and consistent in terms of programme identity by using the university identity, and website messages. The status of the consistency of messages and media in the programme can be improved if a comprehensive approach can be used in communicating internal messages. Findings on the consistency of messages and media in external communication show that the programme tries to communicate different prevention messages using channels favoured by students. However, channels such as drama and peer educators have weaknesses that need to be addressed in addition to employing diverse communication channels. Findings show that some of the messages communicated are relevant in the sense that they address students’ sexual risk behaviour while others are not as they are off tangent such that they address issues students are not concerned about. In addition, findings show that peer educators were not exemplary in their work while drama programmes did not allow students to actively participate in the prevention activities. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the programme created by information technology though not fully explored. With regards the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication show flaws. Departments in the programme function in silos due to lack of cross-functional planning. The integrated communication conceptual framework used in the study was useful in making the study successfully ascertain integrated communication applied by the UKZN AIDS Programme. The conceptual framework can therefore be used to underpin any research topic on health integrated communication. / Communication Science / MA (Communication) / 1 online resource (v, 222 leaves)

The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. / Communication Science / M.A. (Organisational Communication Research Practice)

The main research of the study was: How is integrated communication applied in the UKZN AIDS Programme at Westville Campus? The following six subsidiary research questions were formulated to address this topic:  How is communication aligned with the strategic focus in the UKZN AIDS Programme?  How consistent are messages and media used in and outside the UKZN AIDS Programme?  What is the status of infrastructure for integration within the UKZN AIDS Programme?  What is the status of internal stakeholder orientation and differentiation in the UKZN AIDS Programme?  What are the mechanisms put in place to coordinate communication efforts and action within the UKZN AIDS Programme?  What is the status of free flow of information within the UKZN AIDS Programme? A qualitative research design was conducted using field and survey research. These two research methods may be used for descriptive, exploratory, and explanatory research (Mouton 1996:232). Descriptive and exploratory field and survey research were used to ascertain the integrated communication applied in the UKZN AIDS Programme. Data was collected from sixteen UKZN AIDS Programme employees and eight students using semi-structured focus group and in-depth interviews respectively. Data collected was analysed using thematic analysis a technique that involves identifying, analysing and reporting in detail patterns or themes within data.The study found that the UKZN AIDS Programme focuses mostly on the University as its main stakeholder. Therefore, there is little emphasis on employees and students. Besides, the study revealed that there is poor alignment of the programme’s communication strategy with the programme’s strategy. To achieve the UKZN AIDS Programmes’ strategic objectives and mission, there is need to reassess the efforts of the programme and re-strategise. Findings on the consistency of messages and media in the UKZN AIDS Programme reveal that all communications are managed by senior employees and consistent in terms of programme identity by using the university identity, and website messages. The status of the consistency of messages and media in the programme can be improved if a comprehensive approach can be used in communicating internal messages. Findings on the consistency of messages and media in external communication show that the programme tries to communicate different prevention messages using channels favoured by students. However, channels such as drama and peer educators have weaknesses that need to be addressed in addition to employing diverse communication channels. Findings show that some of the messages communicated are relevant in the sense that they address students’ sexual risk behaviour while others are not as they are off tangent such that they address issues students are not concerned about. In addition, findings show that peer educators were not exemplary in their work while drama programmes did not allow students to actively participate in the prevention activities. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the programme created by information technology though not fully explored. With regards the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication show flaws. Departments in the programme function in silos due to lack of cross-functional planning. The integrated communication conceptual framework used in the study was useful in making the study successfully ascertain integrated communication applied by the UKZN AIDS Programme. The conceptual framework can therefore be used to underpin any research topic on health integrated communication. / Communication Science / MA (Communication) / 1 online resource (v, 222 leaves)

The study was an evaluation of organisational communication and its integration within the Msunduzi Local Authority. The purpose was firstly to explore and describe the state of communication in the organisation, and secondly to measure the level of communication integration within the organisation. The qualitative content analysis and individual semi-structured interviews were the suitable data collection techniques for the study. The data was analysed through a thematic analysis, a technique that involves identifying, analysing and reporting in detail patterns or themes within data. The study found that organisational communication at Msunduzi Local Authority was one sided and top down; which indicated that there was little emphasis on feedback from employees. The study revealed that there were more external communication messages than internal, to an extent that the internal stakeholders depended on external media to learn about their organisation. Findings on the consistency of messages revealed that all communications are managed by senior employees within their respective departments and sections; the status of the consistency of messages can be improved if a comprehensive approach can be adopted in communicating internal messages in addition to employing diverse communication channels. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the organisation created by information communication and technology though not fully explored. With regards to the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication showed flaws. It also appeared that the departments in the organisation function in silos due to lack of cross-functional planning. / Communication Science / M.A. (Communication)