This study aims at assessing the extent to which institutions of higher education in Southern Africa utilize communication in order to implement the strategies set up by the institutions. The study not only indicates the drivers, best practices and lessons of a communication strategy, but also suggests that when a large and diverse institution takes a strategic approach to communication, communication becomes integral to formulation and implementation of strategy.
The strategic plans for institutions of higher education under study were assessed in order to find out if the plans do indicate engagement of the employees and whether there are particular strategic measures proposed to solicit input of the employees in implementation of the plan.
Relebohile Letlatsa is a 3rd year PhD candidate (Communication Management) in the faculty of Economic and Management Sciences at University of Pretoria, South Africa. Her research and thesis focus on the engagement of internal and external stakeholders for implementing strategies set by institutions of higher learning. The title of her study in progress is “Implementation of a strategic communication for stakeholder engagement in institutions of higher education in Lesotho”.
Professionally, Letlatsa is a lecturer for Communication and Study skills and a Research Coordinator at Lerotholi Polytechnic in Lesotho. She has been a lecturer and an examiner in this field for other institutions of higher learning in Lesotho.
Ronel Rensburg, D Litt et Phil, CPRP, is Head of the Division of Communication Management in the Faculty of Economic and Management Sciences (EMS), at the University of Pretoria. She is the founding member and caretaker director of the Centre for Communication and Reputation Management (CCRM), and past-President and Fellow of the Public Relations Institute of Southern Africa (PRISA).
Rensburg is an editor of a number of Public Relations and Communication Management Journals and is a member of the Global Alliance.