Abstract
M.A.
As a result of political, socio-demographical and economic pressures, South African
organisations are constantly pressured to move towards a non-racial, democratic and
fully representative environment. Companies are currently embarking on programs for
the development and employment of previously discriminated against groups, in order to assimilate them into the current organisational culture. Given the pressing demands for human resource development, the results of affirmative action and the process of
assimilation are still perceived as unsatisfactory and the management of diversity in
South Africa is viewed with growing interest. Literature regarding the management of diversity exists primarily of American journals and case-studies. To date, there are few South African initiated publications on this subject. The management of diversity interventions, guidelines and principles was systematically studied to establish a theoretical framework for the development of a strategic approach in which communication development is seen as a central aspect. A lack of a coherent strategic visioning in the approach towards the management of diversity as well as a need for a planned, structured and developed communication strategy has been identified. In the absence of a coherent strategic vision on the management of diversity, a framework for the development of such a strategy, was developed to serve as guideline. The need for and guidelines for the development of a communication development strategy was identified to facilitate the process.