Exam (elaborations)
DPR2603 PORTFOLIO SEMESTER 2 2024
- Course
- Public Relations (DPR2603)
- Institution
- University Of South Africa (Unisa)
DPR2603 PORTFOLIO SEMESTER 2 2024
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TABLE OF CONTENTIntroduction
Question 1:
Question 2
Question 3
Question 4
Conclusion
References
, Introduction
This portfolio delves into key concepts in communication and change management, particularly as
they relate to public relations strategies, organizational dynamics, and the evaluation of
communication initiatives. It will explore the Systems Perspective and its implications for
understanding organizational behavior, outline a communication strategy for Rifumo Auto to boost
sales, and discuss Kurt Lewin's functional model for organizational change. Additionally, it will define
change management and examine the reasons organizations undergo change. Through this
exploration, the portfolio aims to provide insights into effective communication practices and the
complexities of managing organizational transformation.
Question 1:
The Systems Perspective is a theoretical paradigm that views organizations as complex entities made
up of interrelated components that function together to achieve common goals. This perspective
emphasizes that changes in one part of the system can affect the entire organization, highlighting
the importance of understanding these relationships to foster effective communication and
organizational health.
Karl Weick, a prominent theorist in organizational studies, further elaborates on the Systems
Perspective by introducing the concept of "sense-making." He argues that organizations must
continuously interpret and give meaning to their environments to adapt and survive. According to
Weick, effective communication plays a critical role in this sense-making process, as it helps
individuals within the organization share information, clarify ambiguities, and collectively construct
understanding. By applying the Systems Perspective, organizations can enhance their adaptability
and responsiveness to external changes, ultimately leading to improved decision-making and
performance.
Question 2: Communication Strategy for Rifumo Auto
Target Audience:
The communication strategy will target multiple publics, including:
Young adults (ages 18-30): As potential first-time car buyers.
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