Every organization has a corporate image (beyond its control) which is mainly formed by its
corporate identity (which it can control). This means that organizations have to manage their
images. A positive image is particularly important for non-profit organizations, since these
organizations depend on the goodwill of their publics for their existence.
NG Welsyn is a well known welfare organization, famous for its bond with the Dutch
Reformed church. Its two main sources of income, namely the state and members of the
church have different opinions about the spending of funds. The state expects NG Welsyn to
play a role in transformation, while members of the church want their needs to be catered for
first. This, along with the decrease in funds from church members forced NG Welsyn to
research its image among Dutch Reformed church members.
In order to determine the image of NG Welsyn, an external public relations audit was formed
through the use of questionnaires, focus groups and semi-structured interviews.
Theoretical knowledge with regard to corporate image and identity as well as attitude
formation was used as theoretical framework within the context of strategic communication
management by non-profit organizations. The attitudes of church members on the elements
of corporate identity were researched to determine the organization's image.
The results show that the church members don't have a positive or negative image of NG
Welsyn, since they don't have enough information about the organization. There is currently
no relationship between the two parties. The main conclusion is that NG Welsyn can
improve its image by the strategic management of communication with important publics. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2005.
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/122 |
| Date | January 2005 |
| Creators | Kloppers, Elizabeth Maria |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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