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By

MLANDVO A DLAMINI

Supervisor: Dr Gedala Mulliah Naidoo (Kevin)

Co-supervisor: Miss Marian Pike

Cape Town

Campus

Research Proposal Presentation for

Master of Technology in Public Relations Management

Faculty of Informatics and Design

Title: The role of two-way symmetrical communication within

corporate social responsibility in the mining sector in Richards

Bay, South Africa

Aim of the study

a qualitative study explore

the role of two-way

symmetrical communication

within the Richard’s Bay

mining sector’s corporate

social responsibility. The

purpose is to understand

the communication

experiences of the corporate

social responsibility

stakeholders.

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“Large-scale mining

is a cooperative

activity that

operates on a

national level and is

detached from the

local level. As a

result, it often

marginalizes local

communities.”

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Dr Mamphela Ramphele Africa Mining Design Indaba 2012

Background of the study

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To gain and maintain ‘a license to operate’ has become a constant

challenge for mining sector. The involvement of community on corporate

social responsibility activities plays a crucial role in meeting this

challenge. Improving relations with the community is no longer an option

but a prerequisite for the mining sector to operate. However, mutual

benefits may not be balanced as the majority of power to define this

mutuality lies with the companies.

What I don’t know

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•The process of reaching mutual

consensus between the community

and Richards Bay Minerals’ on the

community clinics.

•The role of the community in the

formulation and implementation of the

community clinics.

•The method and style of

communication between the

community and Richards Bay

Minerals.

•The measure of satisfaction of the

community and the company with the

corporate social responsibility

projects.

•The compliance of Richards Bay

Minerals’ with Section 8 of King III

report.

Preliminary Literature Review

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Stakeholder

Theory

(Freeman

1984)

Corporate

Governance

(King III 2009)

The two-way

symmetrical

Grunig(2009)

Corporate

Social

Responsibility

(Bowen 1953)

Reputation

Management

(Hutton 2001)

Relationship

Management

(Ferguson

1984

Grunig & Hunt

(1984) 4 models of

communication

The Press

Agentry

The Public

Information

The two-way

asymmetrical

Problem Statement

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The problem is the contribution of

communication in the process of

reaching mutual consensus

between Richards Bay Minerals

and the community stakeholder

when establishing the community

clinics.

Research Questions A)What is the role of two-way symmetrical communication

within corporate social responsibility in Richards Bay?

B) What are the benefits of Richards Bay Minerals corporate

social responsibility project (clinics) to the community and how

was it agreed upon?

C) How does Richards Bay Minerals benefit from the corporate

social responsibility project (clinics) and how was it

communicated the Community?

Epistemology

Exploratory, Qualitative,

Subjective, Anti-positivist

Population

In-depth face-to-face

interviews

External Audit Internal

Audit

Focus group

Method

Communication Audit

Data collection tool

Research Design and

Methodology

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Design

NRB Community

stakeholder

Richards Bay

Minerals

Employees

Methodology

Methods

Interview schedule and

guideline

Data Analysis

AB9/22/2016 4:30 PM 9

A B A B A B

Content Analysis

Content 1

(focus group)

Content 2

(from interviews)

Components +

contrasts Common

Theories

Expected

Outcomes

Relationship between RBM (A) and the community (B)

Results

Analysis

Limitations of the study

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Limited to Richards Bay

Ethical Consideration

•Vulnerable participants wont be included in the

study.

•Confidentiality, privacy and company policies

will be respected.

•No deception will be employed in the study.

Chapter outlineCHAPTERS CHAPTER OUTLINE

Chapter one Will basically include an introduction of the thesis topic, a brief

explanation of the background, objectives, purpose of the study and the

research questions.

chapter two The researcher will conduct a comprehensive literature review of the

subject matter. This chapter will look at published literature regarding the

role of two-way symmetrical communication on corporate social

responsibility.

Chapter three Will deal with methodological issues such as the research design,

procedure and methods used to collect the data and how the data will be

analysed

Chapter four Research findings will be presented, discussed and analysed. This will

basically be a comparison of the study’s observed results with previous

literature. The observed results will be compared against theory in a

content analysis.

chapter five Conclusions and recommendations will be presented as the research

questions are answered and the research purpose is fulfilled.

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Proposed research schedule Research Activity Completion date

Submitted Research Proposal 10 June 2013

Completion of Chapter 2 23 September 2013

Completion of Chapter 3 24 November 2013

Completion of Chapter 4 20 march 2014

Completion of Chapter 5 2O June 2014

Final Technical and Language Editing 31 July 2014

Completion of First Draft Thesis 14 August 2014

Completion of the Final Thesis and

Submission

18 September 2014

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Budget Budget Item Amount

Transport R3 300.00

Internet expenses R1 200.00

Stationery, Printing, binding and editing R6 500.00

Telephone expenses R 600.00

Imvulamlomo and Refreshments R1 000.000

Voice and video recorder R3 200,00

Contingency amount (10% of the total amount) R1 580.00

Total Amount R17 380.00

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Bibliography

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