COM2611
Assignment 3 PORTFOLIO Semester 1 2025
Unique Number:
Due date: 15 May 2025
QUESTION 1: ENGAGING THE MAMELODI COMMUNITY IN PLANNING A NEW MALL
As the corporate communication professional for On the Ground Development, my role in
the planning phase of the proposed mall in Mamelodi is to lead a stakeholder engagement
strategy that values community collaboration, inclusivity, and long-term relationship building.
Drawing from postmodern perspectives, the constitutive role of communication, and the
paradigmatic shifts in corporate communication, this essay explains how the local
community will be meaningfully engaged throughout the development process.
1. Embracing Postmodernism in Stakeholder Engagement
Traditional corporate communication often followed a top-down, manager-led approach that
treated communication as a tool for control (UNISA, 2024). However, postmodernism
challenges this outdated model and instead supports an emergent, bottom-up form of
engagement. In the Mamelodi mall project, this means moving away from telling the
community what will happen and instead co-creating the project with them.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
INTRODUCTION
Effective corporate communication is essential for building strong relationships with
internal and external stakeholders, particularly in the context of organisational
development and expansion. This assignment explores key themes in corporate and
public relations communication within the South African context, focusing on real-
world applications. In Question 1, attention is given to community engagement
strategies for a proposed shopping mall in Mamelodi, incorporating insights from
postmodernism, the constitutive role of communication, and paradigmatic shifts in
the field. Question 2 addresses digital communication by applying the PESO
model—paid, earned, shared, and owned media—to guide strategic media planning
and integration for a growing organisation's online presence. Finally, Question 3
evaluates the practical implementation of four key components of integrated
communication (IC), using a real organisation to illustrate how synergy across
communication channels enhances brand cohesion and stakeholder trust. Together,
these questions assess the ability to apply theoretical principles to dynamic
communication challenges in contemporary practice.
QUESTION 1: ENGAGING THE MAMELODI COMMUNITY IN PLANNING A NEW
MALL
As the corporate communication professional for On the Ground Development, my
role in the planning phase of the proposed mall in Mamelodi is to lead a stakeholder
engagement strategy that values community collaboration, inclusivity, and long-term
relationship building. Drawing from postmodern perspectives, the constitutive role of
communication, and the paradigmatic shifts in corporate communication, this essay
explains how the local community will be meaningfully engaged throughout the
development process.
1. Embracing Postmodernism in Stakeholder Engagement
Traditional corporate communication often followed a top-down, manager-led
approach that treated communication as a tool for control (UNISA, 2024). However,
Assignment 3 PORTFOLIO Semester 1 2025
Unique Number:
Due date: 15 May 2025
QUESTION 1: ENGAGING THE MAMELODI COMMUNITY IN PLANNING A NEW MALL
As the corporate communication professional for On the Ground Development, my role in
the planning phase of the proposed mall in Mamelodi is to lead a stakeholder engagement
strategy that values community collaboration, inclusivity, and long-term relationship building.
Drawing from postmodern perspectives, the constitutive role of communication, and the
paradigmatic shifts in corporate communication, this essay explains how the local
community will be meaningfully engaged throughout the development process.
1. Embracing Postmodernism in Stakeholder Engagement
Traditional corporate communication often followed a top-down, manager-led approach that
treated communication as a tool for control (UNISA, 2024). However, postmodernism
challenges this outdated model and instead supports an emergent, bottom-up form of
engagement. In the Mamelodi mall project, this means moving away from telling the
community what will happen and instead co-creating the project with them.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
INTRODUCTION
Effective corporate communication is essential for building strong relationships with
internal and external stakeholders, particularly in the context of organisational
development and expansion. This assignment explores key themes in corporate and
public relations communication within the South African context, focusing on real-
world applications. In Question 1, attention is given to community engagement
strategies for a proposed shopping mall in Mamelodi, incorporating insights from
postmodernism, the constitutive role of communication, and paradigmatic shifts in
the field. Question 2 addresses digital communication by applying the PESO
model—paid, earned, shared, and owned media—to guide strategic media planning
and integration for a growing organisation's online presence. Finally, Question 3
evaluates the practical implementation of four key components of integrated
communication (IC), using a real organisation to illustrate how synergy across
communication channels enhances brand cohesion and stakeholder trust. Together,
these questions assess the ability to apply theoretical principles to dynamic
communication challenges in contemporary practice.
QUESTION 1: ENGAGING THE MAMELODI COMMUNITY IN PLANNING A NEW
MALL
As the corporate communication professional for On the Ground Development, my
role in the planning phase of the proposed mall in Mamelodi is to lead a stakeholder
engagement strategy that values community collaboration, inclusivity, and long-term
relationship building. Drawing from postmodern perspectives, the constitutive role of
communication, and the paradigmatic shifts in corporate communication, this essay
explains how the local community will be meaningfully engaged throughout the
development process.
1. Embracing Postmodernism in Stakeholder Engagement
Traditional corporate communication often followed a top-down, manager-led
approach that treated communication as a tool for control (UNISA, 2024). However,
