Die rol wat goeie kommunikasie in die sukses van 'n maatskappy speel : met spesifieke verwysing na Sanlam

[摘要] ENGLISH ABSTRACT:The communication of the financial services group Sanlam was investigated to determinewhether good communication plays a role in a company's successes.Communication in the company is fairly complex because Sanlam consists of variousbusinesses that operate independently. Communication in Sanlam is neverthelessimportant, and the holding company as well as the businesses realise this.Sanlam's comprehensive communication with one of its most important target groups,namely shareholders and institutional investors, is proof of this. As Sanlam did not haveshareholders until its listing in November 1998, communication with this group was notrequired before this date. Today it is extremely important to inform both the shareholdersand analysts in detail about the company's financial results, activities and achievementsto ensure success. Based on this information, analysts make deductions about thecompany and recommendations as to whether or not Sanlam shares are a goodinvestment. Shareholders who have not been properly informed can therefore have asignificant effect on the company's financial successes.There are a number of ways in which communication takes place with the various targetgroups inside and outside the company. Internal communication is regarded as importantand internal newsletters, e-mail, television broadcasts and the Intranet are some of thetools used to inform staff. External communication also plays an important role. Thisincludes, among other things, communication with shareholders and institutionalinvestors, policyholders, the government and the general public. External communicationmediums include, among other things, the main stream media as well as communitypress, the Sanlam Club magazine, letters, television broadcasts, the Internet, functions,corporate social involvement projects and sponsorships.As already mentioned, Sanlam consists of various businesses, of which Sanlam PersonalFinance (SPF) is the largest. Communication in this business is discussed. SPF isresponsible for its own internal as well as external communication and is mostlyindependent as far as this is concerned. SPF's means of communication and target marketalso differ from those of the Corporate Affairs department.From the study it is clear that Sanlam's communication plays a role in the company'ssuccesses. Although there is not always the required co-operation between the businessesand the holding company as far as communication is concerned, there is definitely thefeeling that communication is important and that an effort should be made to ensure it isused to the company's advantage.

[发布机构] Stellenbosch University