Strategic Communication Conference 2023 - My Highlights
Nyiko Sibusiso Sithole
Strategic Communications Masters Student | Bird Watcher | Photographer
I learned so much from the strategic communication conference. Here are my three key highlights:
#1 - There is room for theoretical expansion.
The strategic communication community (students, academics, and industry leaders) agree that the world is forever changing and therefore we need a new lens to analyse complex issues. Metamodernism seems to be a promising new way of how we can look at the world. In other words, there is no “Right OR Wrong” but rather “Right AND Wrong”. Prof. Howard Nothhaft and Prof. Nina Overton-de Klerk encouraged everyone to be comfortable with the idea that opposing perspectives give way to new insight. For me, the metamodernism paradigm is relevant in the field of sustainability and Dr. Dr Clarissa Muir (PhD) demonstrated in her presentation that ESG (environmental, social and governance) should move towards ESEG (Environmental, Social, Economic and Governance) (1). The reason for this new additional strand is that Dr. Muir’s research demonstrates how corporate sustainability needs fuel in the form of finances to be feasible.
#2 - The concept of “dialogue” needs to be reframed.
Roela Hattingh ’s new rhizomatic framework encouraged the conference attendees to think about a new way to frame our understanding of dialogical engagement (2). This same idea was evident in Mokoatedi Sebetha and Prof Corne Meintjes 's study as it revealed that some organisations still think that merely sending information to their customers is “dialogue” (3). These two studies are great examples of how important it is to create connections between stakeholders and organisations.
#3 - The concept of cause marketing does fit into the discipline of strategic communication.
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I presented my current master’s research progress to the conference attendees. To my surprise, they enjoyed learning about cause marketing. I was motivated by the comments made about my study and the key takeaway was that cause marketing or corporate social investment will not disappear because companies must always participate in community upliftment (4).
Overall, the conference was a great experience. Now, it is back to work for me.
References
Junior Account Manager at WeColab | Strategic Corporate Communications Honours Graduate | Aspiring Corporate & Cause Marketing Strategist | Adventurer
1 年So insightful to read, Nyiko. It's great to hear about new studies, trends, and thought processes, and I think it's great that cause marketing fits into the realm of strategic communication. Keep up the great work!
Strategy Executive | MA in Strategic Corporate Communications | 2× UJ Graduate | Jr Creative Strategist | New Gen Award Finalist | UJ Cum Laude Graduate?????? | 2× Dean’s List of Academic Excellence & UJenius |
1 年I am always so proud of you and motivated by you ??
Reputation Management & Employee Branding | MA Candidate | Employee Well-being Advocate
1 年Such interesting insights here Nyiko, thanks for sharing with us who weren't able to make it ???? The metamodern approach is such a fresh perspective to have, finding sense in the chaos.
Writer / Strategist / Teacher
1 年Thank you for including the rhizomatic and dialogic presentation in your highlights, Nyiko. You presentation at the conference was insightful. I am super excited that you are working with Q methodology in your Master's study, and know that your research will be super-valuable for the strategic communication industry, research, and pedagogy. You make us proud!
Customer Collaboration Manager @ Colgate-Palmolive | Master’s Candidate (MCom)
1 年Great insight Nyiko! Keep up the great work.??