Strategic internal communication in international non-governmental organisations
The role and importance of international non-governmental organisations (INGOs) hasincreased with globalisation and the growth of global institutions. Not only do INGOs play amajor role in aid delivery in developing countries, they also serve as the voice of thepeople in the growing global governance system. Thus they have an increasing impact onthe social and economic welfare of people around the world.
For this reason, the performance and management of INGOs is vital. However, researchon their management is lacking. INGOs possess unique characteristics including complexenvironments, value-based missions and no financial bottom line. Therefore, managementpractices, like internal communication, that are generally developed for for-profitorganisations need to be evaluated for suitability within the INGO context.
Strategic internal communication has been identified as driving organisationalperformance. Internal communication can be defined as strategic when its purpose is toalign internal stakeholders with the organisations strategic intent. By facilitating strategic alignment, internal communication can play a critical role in organisational performance.
Research on strategic internal communication is limited and virtually non-existent whenconsidered within the INGO context. However, by considering communication management theory, strategic management theory and NGO management theory, it is possible to develop theoretical propositions on the strategic functioning of internal communication in INGOs. In particular, the theory suggests that a postmodern approach tostrategic management and strategic internal communication can assist INGOs in addressing many of the challenges they face.
This study explores the strategic functioning of internal communication in INGOs throughexploratory, qualitative case studies. The evidence shows that internal communication inINGOs does not generally function strategically. However, the function is recognised ashaving potential to improve the performance of these organisations. In particular, there issupport for the suitability of a postmodern approach to strategic internal communication inINGOs.
© 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.
Please cite as follows:
Hume, JM 2010, Strategic internal communication in international non-governmental organisations, MPhil dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05202011-145319/ >
E11/1/gm
Year of publication: |
2011-05-24
|
---|---|
Authors: | Hume, Jessica Mary |
Other Persons: | Ms A Leonard (contributor) |
Publisher: |
University of Pretoria |
Subject: | Marketing and Communication Management |
Saved in:
freely available
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