An internal communication model for multi-campus higher education institutions in South Africa

Abstract

In this article the authors propose a model for South African multi-campus universities, aimed at improving the effectiveness of internal communication. The development of the model was informed by three factors: the bureaucratic nature of higher education institutions; the restructured South African higher education landscape comprising various multi-campus universities with campuses situated geographically apart; and the fact that the Central University of Technology, Free State (CUT) identified certain shortcomings in its internal communication practices during a climate survey. Various communication models, including those employed by the corporate sector, were studied, after which an extensive empirical investigation was carried out. The proposed model incorporates essential features, but also addresses shortcomings of existing internal communication models. The characteristics of the model were developed from an empirical investigation that included a mixed-method research as well as the recommendations of communication executives from seven multi-campus universities in South Africa.