COM2611
Assignment 3 Semester 1 2025
Unique #:
Due Date: 15 May 2025
Detailed solutions, explanations, workings
and references.
+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,
Varsity Cube 2025 +27 81 278 3372
Assignment 3 Semester 1 2025
Unique #:
Due Date: 15 May 2025
Detailed solutions, explanations, workings
and references.
+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,
Varsity Cube 2025 +27 81 278 3372
