Exploring non-profit organisations’ communication channels and message content

IF 0.6 Q3 COMMUNICATION
Communitas Pub Date : 2023-12-11 DOI:10.38140/com.v28i.7582
H. B. Dondolo, Sabryna Joanne Tsinga Mambadja, D. P. Conradie
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引用次数: 0

Abstract

Currently, organisations have to decide which communication channel to use due to changes in the media landscape. Communication occurs through various channels, such as television, radio, print, email, phone, social media, and messaging apps. Each channel has its own set of rules, conventions, and nuances, which influence how messages are interpreted and received. This study investigated ways in which non-profit organisations in South Africa communicate their corporate social responsibility efforts. A survey questionnaire was distributed to 245 employees of nonprofit organisations in Gauteng province, South Africa, and data were analysed using SPSS software. The findings identified meetings as one of the most frequently employed approaches for internal communication. Further, this study found that NPOs preferred older or established means of communication over newer media. More specifically, non-electronic media such as meetings and word-of-mouth were used more than electronic media such as emails or SMS messaging, whereas social media was used less frequently than electronic media. This study adds to the existing literature on corporate social responsibility communication by highlighting the types of messages and diverse communication channels used by South African nonprofit organisations. It provides information that can be utilised to comprehend the different communication channels used by non-profit organisations.
探索非营利组织的传播渠道和信息内容
目前,由于媒体环境的变化,企业必须决定使用哪种传播渠道。传播渠道多种多样,如电视、广播、印刷品、电子邮件、电话、社交媒体和信息应用程序。每种渠道都有自己的一套规则、惯例和细微差别,影响着信息的解读和接收方式。本研究调查了南非非营利组织传播其企业社会责任努力的方式。研究人员向南非豪登省非营利组织的 245 名员工发放了调查问卷,并使用 SPSS 软件对数据进行了分析。调查结果显示,会议是最常用的内部沟通方式之一。此外,这项研究还发现,与新媒体相比,非营利组织更喜欢旧的或既定的沟通方式。更具体地说,会议和口碑等非电子媒体的使用率高于电子邮件或短信等电子媒体,而社交媒体的使用率则低于电子媒体。本研究强调了南非非营利组织所使用的信息类型和各种传播渠道,为现有的企业社会责任传播文献增添了新的内容。它提供的信息可用于理解非营利组织使用的不同传播渠道。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Communitas
Communitas COMMUNICATION-
CiteScore
0.50
自引率
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