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Investigating Employee Perceptions of a Communication Strategy for Higher Education Institutions in Lesotho
By Relebohile Letlatsa
A communication strategy determines a selection of potential channels of communication to disseminate information within the institution. Higher institutions of education (HEIs) in Lesotho should have formal communication strategies that establish the communication function to support the institution and its strategies. This article aimed to investigate employee perceptions of a communication strategy for HEIs in Lesotho. A literature review on key aspects, a questionnaire, and interviews were conducted with the employees and senior management of the four public HEIs in Lesotho. A concurrent mixed-method research design was used to better understand the research problem. Leximancer and SPSS software were used to analyse qualitative and quantitative data, respectively, to enhance the quality of analytical output. The study revealed that institutions disseminate information to employees. However, their choice of communication platforms is sometimes non-functional thus rendering communication dominated by one-way and top-down communication. HEIs should develop and implement institutional communication strategies to effectively enhance the implementation of institutional strategies. © 2023 Unisa Press.
TOWARDS A COMMUNICATION STRATEGY IMPLEMENTATION FRAMEWORK FOR HIGHER EDUCATION INSTITUTIONS IN LESOTHO
By Relebohile Letlatsa
This article reports on the findings of a research study of three Higher Education Institutions (HEI) in Lesotho on the communication strategies they use to engage with internal and external stakeholders to implement their institutional strategies. A mixed-method research approach was followed, and a sample of three HEIs and their internal and external stakeholders was identified through a multidimensional sampling strategy. Triangulation included a survey among stakeholders, interviews with senior managers, and a content analysis of strategic plans. Statistical analysis was conducted on quantitative data, thematic analysis on qualitative data from interviews and open-ended survey items, and content analysis on strategic plans. Leximancer software was used for the qualitative data analysis. Results indicate the importance for the institutions to develop communication strategies; align institutional strategies with organisational culture; identify legitimate and strategic stakeholders; and use fitting communication platforms to disseminate information to all stakeholders. © Creative Commons With Attribution (CC-BY).
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