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An Analysis of Communication Strategies Used by a South African Municipality to Build and Maintain Relations with International Sister Cities

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An Analysis of Communication Strategies Used by a South African Municipality to Build and Maintain Relations with International Sister Cities AN ANALYSIS OF COMMUNICATION STRATEGIES USED BY A SOUTH AFRICAN MUNICIPALITY TO BUILD AND MAINTAIN RELATIONS WITH INTERNATIONAL SISTER CITIES by CLAYTON BASIL BARNES 203126238 A thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and Design at the Cape Peninsula University of Technology Supervisor: Dr Blessing Makwambeni Co-supervisor: Dr Joseph Olusegun Adebayo Cape Town September 2020 CPUT copyright information The thesis may not be published either in part (in scholarly, scientific or technical journals), or as a whole (as a monograph), unless permission has been obtained from the University. DECLARATION I, Clayton Basil Barnes, declare that the contents of this thesis represent my unaided work, and that the thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it expresses my own opinions and not necessarily those of the Cape Peninsula University of Technology. 30 September 2020 Signed Date ii ABSTRACT Cities are forging powerful international alliances to improve security and prosperity. According to the United Cities and Local Governments (UCLG, 2013), approximately 70% of the world’s cities are engaged in some form of international cooperation. This is a global phenomenon described as paradiplomacy (Bontenbal, 2009). The same trend has been seen in South African municipalities. Since 1994, metropolitan municipalities here have increasingly been engaged in paradiplomatic activities, and have collectively entered into more than 130 international sister city agreements (De Villiers, 2009). The cooperative relationships, managed by municipal International Relations (IR) practitioners, are initiated primarily to harness the opportunities of globalisation and economic inter-dependence, and in the interest of socio-economic development (Nganje, 2013). The role of municipal IR practitioners has, therefore, become increasingly important as they have the potential to enhance the global profile and frame the international image of cities through relationship building and information sharing (Fishbone, 2015). It is within this context that this study offers an analysis of communication strategies, used by IR practitioners in a select South African municipality, to build and maintain relationships with international sister cities. The purpose is to contribute towards the advancement of scholarly debate in municipal international relations by examining stakeholder engagement and relationship management in IR practice from a Public Relations (PR) perspective. The study is likely to assist South African municipal managers, and mayors understand the contribution of IR practices, specifically how the application of PR principles can enhance organisational competitiveness and strengthen strategic international relationships. The theoretical frame of the study was derived from the Public Relations Excellence Theory and the two-way symmetrical communication model (Grunig & Hunt, 1984). The research methodology of the study was qualitative. A single case study design was used to gather data, using a combination of document analysis, in-depth interviews and content analysis. The findings of the study show that strategic communication is fundamental to paradiplomatic activity in South Africa, and establishes that municipal IR professionals use a combination of both one way and two-way symmetrical communication (Grunig & Hunt, 1984) to build and maintain relationships with international sister cities. Yet, it remains unclear whether this form of engagement is strategic or as a result of PR theory. IR practitioners’ use of communication to cultivate more beneficial relationships can therefore be enhanced, if the strategic PR function is integrated in the department and knowledge of excellent PR principles is entrenched. iii Furthermore, this study narrows the gap within professional practice of PR and IR and demonstrate convergence of aspects of the two disciplines, supporting research by Fitzpatrick et al. (2013). iv ACKNOWLEDGEMENTS I would like to extend my heartfelt gratitude and profound appreciation to all who contributed and encouraged me through my journey in this study. In this regard, I wish to acknowledge: . God Almighty, without whom I would not have achieved anything. I am humbled by His grace and countless blessings; . Research participants who agreed to be part of this study; . My supervisor and co-supervisor, Dr Blessing Makwambeni and Dr Joseph Olusegun Adebayo. I thank you for your academic guidance, encouragement, mentoring and remarkable commitment throughout the whole process. You were truly inspiring at exactly the right times; . I thank my parents, Virginia and Gabriel Barnes, for supporting me throughout my journey; . To my wife, Michellene Barnes, no words can describe my gratitude. Your love, support and encouragement through the highs and lows is sincerely appreciated. My cheerleader, my rock – thank you. v DEDICATION This thesis is dedicated to my parents for their unfailing love, care and support. vi TABLE OF CONTENTS Declaration ii Abstract iii Acknowledgements v Dedication vi Glossary xi Acronyms xii CHAPTER ONE: INTRODUCTION AND BACKGROUND 1.1 Background to the study 1 1.2 Statement of the problem 1 1.3 The objective of the study 2 1.4 Research questions 2 1.5 Significance of the study 3 1.6 Chapter outline 3 CHAPTER TWO: LITERATURE REVIEW 2.1 Introduction 5 2.2 International Relations within the municipal context 5 2.3 Paradiplomacy and sister city relationships defined 7 2.3.1 Paradiplomacy 8 2.3.2 Sister city relationships 9 2.3.2.1 Examples of sister city relationships 11 2.4 Defining public relations 13 2.5 Excellence in public relations 13 2.5.1 The Excellence Study 14 2.5.1.1 Two-way communication 14 2.5.2 Relationship cultivation and management strategies defined 15 2.5.2.1 Types of organisation-public relationships 17 2.5.3 PR roles and their strategic impact on organisational strategy 18 2.5.4 The role of strategic communications in IR 19 2.5.5 Tasks of IR practitioners and the nature of information disseminated 20 2.6 Government communication praxis – the decision wheel 22 2.7 Stakeholder management 26 2.7.1 The stakeholder concept 26 2.7.2 The role and importance of stakeholders in the public sector 28 2.7.3 Stakeholders of IR practice 29 2.8 The convergence of PR and IR 29 2.9 Conclusion 30 CHAPTER THREE: CONCEPTUAL FRAMEWORK 3.1 Introduction 31 3.2 The Excellence Theory 31 3.2.1 Excellence in communication: relational aspects defined 33 3.2.1.1 Environmental scanning and boundary spanning 34 3.2.1.2 The reflective paradigm of public relations 35 3.2.1.3 Stakeholder relations and mediating conflict resolution 36 vii 3.3 Two-way symmetrical communication 37 3.3.1 The press agentry model 38 3.3.2 Public Information model 39 3.3.3 Two-way asymmetrical model 39 3.3.4 Two-way symmetrical model 40 3.4 Conclusion 41 CHAPTER FOUR: RESEARCH DESIGN AND METHODOLOGY 4.1 Introduction 42 4.2 Qualitative research methodology 42 4.2.1 Limitations of qualitative research methodology 43 4.3 Research Design 44 4.3.1 Exploratory case study approach 44 4.4 Unit of analysis 46 4.5 Data collection techniques 47 4.5.1 Semi-structured interviews 47 4.5.2 Limitations of semi-structured interviews 48 4.5.3 Research participants and sampling procedure 48 4.5.4 Document analysis 49 4.6 Data analysis 49 4.6.1 Thematic analysis 51 4.6.2 Reliability and validity 51 4.7 Ethical considerations 52 4.8 Conclusion 53 CHAPTER FIVE: PRESENTATION AND DISCUSSION OF RESEARCH FINDINGS 5.1 Introduction 54 5.2 Strategies used to build and maintain relationships with international 54 sister cities 5.2.1 Two-way symmetrical approaches 55 5.2.1.1 International missions, hosted meetings and technical exchanges 55 5.2.1.2 Networking 57 5.2.1.3 Electronic and telephone communication 58 5.2.1.4 Virtual meetings 60 5.2.2 One-way communication approaches 60 5.2.2.1 Digital and print promotional resources 60 5.2.2.2 Positioning the municipality on the world stage 61 5.2.2.3 The strategic voice of the executive 63 5.2.2.4 Press releases and ad-hoc international media engagement 63 5.3 Key roles and tasks of IR practitioners in a select South African 65 municipality 5.3.1 Initiating international relationships 65 5.3.1.1 Business enhancement partnerships 66 5.3.1.2 Governance improvement partnerships 66 5.3.1.3 Social development partnerships 66 5.3.2 Managing and maintaining relationships with international sister cities 67 5.3.3 Managing international memberships 69 5.3.4 Strategic support and counsel 69 5.4 Skills required to build and maintain relations with international sister 72 cities 5.4.1 Knowledge of current and international affairs 72 5.4.2 Interpersonal communication skills 73 5.4.3 Diplomacy 74 viii 5.4.4 Public relations management and administrative skills 74 5.5 Information disseminated to international sister cities by IR 75 professionals 5.5.1 Logistical information, itineraries and presentations 76 5.5.2 Economic and investment promotion information 76 5.5.3 Profiles of the executive 77 5.6 Challenges in building and maintaining relationships with sister cities 78 5.6.1 Non-responsive sister cities 78 5.6.2 Resource deficit 79 5.6.3 Bureaucracy 80 5.6.4 The lack of understanding of the role of IR within the municipality 81 5.6.5 The impact of political and administrative change and uncertainty on 81 communication and relationships with international sister cities 5.7 Conclusion 82 CHAPTER
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