| Summary: | Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011. === This research focuses on whether social media is an effective means of
communication to external stakeholders and investigates communication between
Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on
four levels of interaction; namely institution, faculty, department and subjects. It
provides answers to the questions, "How does CPUT communicate to students?"
"What is the CPUT student-stakeholder's preferred method of communication?" and
"What content does the CPUT student-stakeholder want to hear about?" to answer
the bigger question, "Is social media an effective means of communication to CPUT
students?" Using a conceptual framework based on Edward Freeman's work on
stakeholder communication and Grunig's communication theory, the research
considers the role that social media could play in the communication mix; whether
CPUT should communicate to students using a medium on which they are already
active; as well as what is/are an appropriate method/s of communication to reach
student-stakeholders. Findings include the students' perception of social media as
well as the state of communication from CPUT to the students and the platform/s the
student-stakeholder would prefer. Further research is recommended to consider the
use of a mobile platform for communication to students.
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