Thesis (MPhil)--University of Stellenbosch, 2001. / ENGLISH ABSTRACT: The communication of the financial services group Sanlam was investigated to determine
whether good communication plays a role in a company's successes.
Communication in the company is fairly complex because Sanlam consists of various
businesses that operate independently. Communication in Sanlam is nevertheless
important, and the holding company as well as the businesses realise this.
Sanlam's comprehensive communication with one of its most important target groups,
namely shareholders and institutional investors, is proof of this. As Sanlam did not have
shareholders until its listing in November 1998, communication with this group was not
required before this date. Today it is extremely important to inform both the shareholders
and analysts in detail about the company's financial results, activities and achievements
to ensure success. Based on this information, analysts make deductions about the
company and recommendations as to whether or not Sanlam shares are a good
investment. Shareholders who have not been properly informed can therefore have a
significant effect on the company's financial successes.
There are a number of ways in which communication takes place with the various target
groups inside and outside the company. Internal communication is regarded as important
and internal newsletters, e-mail, television broadcasts and the Intranet are some of the
tools used to inform staff. External communication also plays an important role. This
includes, among other things, communication with shareholders and institutional investors, policyholders, the government and the general public. External communication
mediums include, among other things, the main stream media as well as community
press, the Sanlam Club magazine, letters, television broadcasts, the Internet, functions,
corporate social involvement projects and sponsorships.
As already mentioned, Sanlam consists of various businesses, of which Sanlam Personal
Finance (SPF) is the largest. Communication in this business is discussed. SPF is
responsible for its own internal as well as external communication and is mostly
independent as far as this is concerned. SPF's means of communication and target market
also differ from those of the Corporate Affairs department.
From the study it is clear that Sanlam's communication plays a role in the company's
successes. Although there is not always the required co-operation between the businesses
and the holding company as far as communication is concerned, there is definitely the
feeling that communication is important and that an effort should be made to ensure it is
used to the company's advantage. / AFRIKAANSE OPSOMMING: Die finansiëledienstegroep, Sanlam, se kommunikasie is ondersoek om vas te stelof
goeie kommunikasie 'n rol in 'n maatskappy se sukses speel.
Kommunikasie in die maatskappy is taamlik kompleks aangesien Sanlam uit verskillende
besighede bestaan wat onafhanklik opereer. Kommunikasie is egter belangrik en die
houermaatskappy sowel as die besighede besef dit.
Sanlam se uitgebreide kommunikasie met een van sy belangrikste teikengroepe, naamlik
aandeelhouers en institusionele beleggers, is 'n bewys hiervan. Tot en met die notering
van die maatskappy in November 1998 het Sanlam nie aandeelhouers gehad nie en was
kommunikasie met dié groep dus nie nodig nie. Vandag is dit uiters belangrik om
aandeelhouers en analiste baie goed oor die maatskappy se finansiële resultate, sy doen
en late en prestasies in te lig om sukses te verseker. Analiste maak na aanleiding van dié
inligting afleidings oor die maatskappy en doen aanbevelings aan potensiële beleggers of
dit 'n goeie belegging is om in Sanlam-aandele te belê of nie. Swak ingeligte
aandeelhouers en analiste kan dus 'n wesenlike invloed op die maatskappy se finansiële
suksesse hê.
Daar is talle manier waarop met die verskillende teikengroepe binne en buite die
maatskappy gekommunikeer word. Interne kommunikasie word as belangrik beskou en
interne nuusbriewe, e-pos, televisie-uitsendings en die Intranet word onder meer gebruik
om personeel in te lig. Eksterne kommunikasie speelook 'n belangrike rol. Dit sluit onder meer kommunikasie met aandeelhouers en institusionele beleggers, polishouers,
die owerheid en die breë publiek in. Eksterne kommunikasiemediums sluit onder meer
die hoofstroommedia sowel as die gemeenskapspers, die Sanlamklub-tydskrif, briewe,
televisie-uitsendings, die Internet, onthale, korporatiewe maatskaplike
betrokkenheidsprojekte en borgskappe in.
Sanlam bestaan uit verskillende besighede waarvan Sanlam Persoonlike Finansies (SPF)
die grootste is. Kommunikasie in dié besigheid word bespreek. SPF is verantwoordelik
vir sy eie interne sowel as eksterne kommunikasie en tree in 'n groot mate onafhanklik
op. Hulle manier van kommunikeer en hul teikenmark verskilook van dié van die
afdeling Korporatiewe Aangeleenthede.
Uit die studie is dit duidelik dat Sanlam se kommunikasie 'n rol speel in die maatskappy
se suksesse. Hoewel daar nie altyd die nodige samewerking tussen die besighede en die
houermaatskappy bestaan wat kommunikasie betref nie, is daar beslis 'n gevoel dat
kommunikasie belangrik is en dat moeite gedoen moet word om te verseker dat dit tot die
maatskappy se voordeel aangewend word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52225 |
| Date | 03 1900 |
| Creators | Esterhuyse, Marie Elizabeth |
| Contributors | Retief, G.J., Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | af_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 77 p. |
| Rights | Stellenbosch University |
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