Since the notion of strategic communication management had become popular in
literature and as a result of the Excellence study (Dozier, Grunig & Grunig,1995), many
practitioners and communication management departments have attempted to
implement all or some of the elements of the Excellence theory in order to change the
negative reputation of communication management research. Improving the theoretical
and practical knowledge within the communication management department is one
way of rectifying the aforementioned situation. The new knowledge base would include
a far better understanding of the strategic management process as well as basic and
advanced research practices.
This exploratory study is aimed at describing the nature of communication management
research and its function within the communication management department, as well
as the value thereof within the greater organisation. Communication management
research theory forms the basis of this project, while exploratory qualitative research
was conducted within the South African corporate context in order to supplement
these theoretical perspectives.