Abstract
M.Comm.
The Department of Water Affairs and Forestry's (DWAF) Directorate Waste Discharge
and Disposal, as well as personnel in its Regional Offices, has identified a need to
communicate with various target audiences with regard to water quality and the
management thereof in South Africa. As a sub-directorate of the directorate Waste
Discharge and Disposal, Mining has to develop a sub-strategy for Mining as part of the
Framework Communication Strategy for Waste Discharge and Disposal as a whole.
A communication strategy is a framework document that clearly outlines the rationale
for, and desired outcomes of, the organisation's information campaign (Government
Communications Unit, undated).
The primary objective of the research is to do an in-depth literature study regarding
communication and communication needs towards developing an effective
communication strategy.
Secondary objectives include the following:
Providing a reference document for officials tasked with developing a
communication strategy within the Directorate Waste Discharge and Disposal;
and
Presenting a document that outlines the theory of communication in organisation,
thereby assisting with the development of an effective communication strategy. The communication strategy should define very specific objectives to provide a clear
framework within which to formulate strategies, and against which to evaluate outcomes.
Currently a Framework Communication Strategy for Waste Discharge and Disposal
exists. Each sub-directorate has to develop its own sector-specific communication
strategy. The sub-directorate Mining has various stakeholders.
The sub-directorate Mining do not know what the stakeholders' needs are regarding
communication with DWAF on Mining and water quality. This lack of communication
leads to misunderstandings with regard to policy and regulations. Erasmus-Kritzinger (2004:12) points out that communicating effectively with clients and
employees has the following advantages for an organisation:
Better employee and customer relationships,
Saving time and money,
More effective decision-making,
Successful problem-solving,
Increased productivity. The Government Communication Unit of Australia states that all communication
campaigns must be based on thorough research. While this research can certainly contribute to the development of the communication strategy, and can often provide
some valuable insights into the target audience's attitudes to the program, it is unlikely
to be able to provide information about specific communication issues that are needed
to write up a communication strategy. As such, it is likely that some developmental
communication research is required to fill gaps in existing knowledge. The findings of
this research will assist the development of the communication strategy.
The method of research used with this dissertation is that of a literature study. A
literature survey will be conducted on the latest trends in the fields of communication
and communication strategies. The main source of information will be journal articles as
well as recently published books. The information collected will be described, analysed, interpreted and evaluated on a
qualitative basis to develop a communication strategy taking into account
communication theory and communication needs.
It is hoped that the conclusions drawn and propositions made at the end of this research
will constitute a meaningful contribution towards the ultimate development of a
communication strategy for the sub-directorate Mining within DWAF's Directorate Waste
Discharge and Disposal.