COM4805

EXAM PORTFOLIO
ASSIGNMENT 4
DUE DATE: 17 JANUARY 2024
STUDENT NO.: 67416829
THERUSHA PILLAY
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TABLE OF CONTENTS PAGE
1 INTRODUCTION
The forthcoming examination portfolio will encompass definitions, elucidations,
deliberations, and hypotheses pertaining to the Fourth Industrial Revolution, alongside an
essay that delves into how the technologies associated with the Fourth Industrial Revolution
are shaping communication within and among organizations operating in Africa. This
analysis will be linked to various domains, including business communication, management
communication, corporate communication, public relations, and marketing communication.

Furthermore, this portfolio will undertake a critical examination of the excellence theory in
contrast to a postmodern perspective in the realm of strategic communication. It will
elucidate the concept of strategic integrated communication, delve into the crucial
components of this approach, and pinpoint notable communication challenges within an
integrated communication framework. Additionally, it will identify and expound upon which
management communication theories can be instrumental in surmounting these challenges.

QUESTION 1

How 4IR (Fourth Industrial Revolution) technologies are shaping communication in

and of organisations operating in Africa.

The term "4IR," or Fourth Industrial Revolution, characterizes the present and evolving
landscape shaped by disruptive trends and technologies. These include the proliferation of
data, seamless connectivity, ever-increasing computational power, and advanced monitoring
tools, all of which are fundamentally reshaping our way of life (Kalinda, 2021). Notably, the
onset of the COVID-19 pandemic accelerated certain aspects of the 4IR, taking the world by
surprise (Kalinda, 2021).

For instance, the field of education has undergone a profound transformation with the rise of
online learning, diminishing the need to physically leave our homes as most of our needs can
now be conveniently delivered to our doorstep (Kalinda, 2021). Remote work has become the
new norm, with social and professional gatherings increasingly moving to online platforms
(Kalinda, 2021). In combination, the Fourth Industrial Revolution and the global pandemic
have led to swift and significant changes in how we interact and communicate in various
aspects of life (Kalinda, 2021).
The transformation of media consumption has been catalysed by the shift to digital platforms,
accelerated by widespread lockdowns imposed during the pandemic (Kalinda, 2021). This
underscores the critical importance of media technology in our current times. The landscape
of media and advertising is evolving at an unprecedented pace, impacting every facet of the
media industry. This includes changes in how we consume media, favouring fast, bite-sized
content like images and videos over text and embracing practices like second screening.
Moreover, the media we use increasingly involves technologies such as AI, chatbots, and
instant messaging, as well as extensive engagement on social media (Kalinda, 2021).

Additionally, we must be vigilant in our approach to customer interactions, mindful of

privacy laws, and considerate of the responsibilities of the communications sector in this
regard (Kalinda, 2021). As we navigate the Fourth Industrial Revolution and its impact on the
media and advertising landscape, it is crucial to adapt to these rapid changes and make
informed decisions to ensure effective communication and engagement in our evolving
digital world.

Business communication

The advent of mobile technology has opened up countless opportunities for the billions of
people connected through their devices. These individuals have access to vast knowledge and
powerful processing and storage capabilities, as stated by Van Wyk in 2022. Moreover,
emerging technological advancements in fields like artificial intelligence (AI), robotics, and
the Internet of Things (IoT) will further amplify these prospects, as highlighted in Van Wyk's
analysis.

The Fourth Industrial Revolution (4IR) has ushered in a disruptive and dynamic business
landscape characterized by elevated customer expectations, a desire for instant gratification,
and immersive experiences, as pointed out by Van Wyk. In this context, the demand for
having the entire world at one's fingertips is insatiable. Banking institutions, for instance,
now routinely offer customers round-the-clock access to their digital banking services to meet
these evolving expectations. Furthermore, there is a persistent need for up-to-the-minute
news and information.

In addition to the constant demand for consumer information, the banking sector has also
witnessed an increased need for communication, driven by the circumstances of the 4IR. This
entails not only listening to others but also disseminating knowledge and providing clarity on
emerging concepts and technologies. Changes in lifestyle have necessitated a significant
increase in two-way communication, resulting in a five to tenfold surge in business
interactions.

Mobile technology has become an integral part of modern life, with access to these devices
being as natural as breathing, according to Van Wyk. Today, most people are adept at
managing two to five simultaneous conversations, be it with other individuals or businesses.
As we look ahead to the future, businesses will face the challenge of operating continuously
and handling a growing number of conversations simultaneously.

Ultimately, the combination of the 4IR with IoT, AI, and chatbot technologies has the
potential to significantly enhance customer experiences in terms of communication, as
elucidated by Van Wyk. Many businesses that have integrated AI-driven chatbots into their
operations have observed substantial reductions in labour and operational costs, making it a
valuable innovation in the business landscape.

Management communication

In a world where advancements in the realms of physical, digital, and biological technologies
are rapidly evolving and mutually reinforcing each other, the field of management appears to
be struggling to keep pace with the exponential growth of the Fourth Industrial Revolution
(4IR) as pointed out by Oosthuizen in 2016. This research sought to assess how management
practitioners in South Africa perceive their own abilities in terms of contextual, emotional,
inspired, and physical intelligence at the individual level, drawing inspiration from Schwab's
four types of intelligence concept as outlined in Oosthuizen's 2016 work on 4IR Intelligence.

The findings of this study indicated that South African managers collectively scored
moderately in terms of these intelligences, with only partial reliability of the assessment
instrument. However, it is noteworthy that the correlations between these four intelligence
types were found to be both statistically and practically significant, as detailed by Oosthuizen
in 2016. Interestingly, there was no noticeable variation in these perceptions based on
demographic characteristics.

This study underscores the necessity for management practitioners to reinvent themselves in
order to effectively address the challenges posed by the Fourth Industrial Revolution. To
embark on this transformation, they should first evaluate their readiness and identify areas
where they may be lacking in the four types of intelligence as proposed by Oosthuizen in
2016. Moreover, there is a call to action for organizations to empower their workforce and
prioritize 4IR considerations in their strategic discussions by focusing on the development of
these four types of intelligence at the organizational level.

The King's Fund, as cited in Oosthuizen's 2016 work, emphasizes the crucial role of
management in the success of any endeavour. Management encompasses crucial aspects such
as budgeting, scheduling, and implementation, all of which are essential for achieving
success. Furthermore, leadership is identified as an integral component of effective
management, as it involves setting objectives, providing a clear vision, crafting a strategic
plan, and motivating the workforce. In this context, management and administration are
interdependent, as proficient leadership is essential for guiding an organization's actions, and
without sound administration, management's effectiveness can be compromised.

Corporate communication

According to Jessica Knight, a strategic manager at CURA Software Solutions, the Fourth
Industrial Revolution (4IR) brings both significant risks and opportunities for businesses and
workers (IT-Online 2019). While there are considerable dangers associated with the rapid
pace, large-scale changes, and systemic effects of 4IR, organizations can greatly increase
their chances of success by embracing adaptability (IT-Online 2019). Breakthroughs in this
era are happening at an unprecedented speed, surpassing anything we've seen before (IT-
Online 2019). Even well-established businesses can easily be outperformed by competitors
who leverage global digital platforms for research, development, marketing, sales, and
distribution (IT-Online 2019). Success is no longer solely determined by the traditional
factors of quality, speed, or price (IT-Online 2019).

"The opportunity presented by 4IR lies in the potential to elevate your business and overcome
the limitations of geography and time zones," she further elaborates (IT-Online 2019). This is
made possible by the remarkable levels of information and computational capacity, further
amplified by technological advancements such as artificial intelligence (AI), the Internet of
Things (IoT), nanotechnology, robotics, 3D printing, and more (IT-Online 2019). In contrast,
businesses and industries that are less adaptable run a significant risk of falling behind due to
rapid technological advancements (IT-Online 2019).

Knight emphasizes that a company's success hinges on its people and values (IT-Online
2019). During the 4IR, both individuals and organizations exhibit dynamic capabilities at
their peak, and in the foreseeable future, talent will surpass capital in importance when it
comes to determining productivity (IT-Online 2019). It is incumbent upon companies to
ensure their workforce possesses the most current skills required to remain competitive in an
increasingly global market for human capital (IT-Online 2019).

Public relations

The lives of billions of individuals have been enhanced through the access to information,
healthcare, and basic services, thanks to the increasing sophistication of computing
equipment, networks, digital services, and mobile devices (Badimo 2018). Notably, social
media platforms like Facebook, Twitter, WhatsApp, and Instagram have revolutionized global
communication, allowing people to connect quickly across the world (Badimo 2018).
Consequently, more and more people now turn to these platforms for social interaction and
staying informed about current events (Badimo 2018).

This transformation has effectively created a global village, expanding the global economy by
involving more individuals (Badimo 2018). It has unlocked fresh markets for obtaining goods
and services, providing people with new opportunities for learning and earning, and enabling
them to discover unexplored facets of their identities (Badimo 2018).

As we navigate the disruptions caused by Fourth Industrial Revolution (4IR) technology and
innovation, it becomes a formidable challenge for governments, businesses, and society to
adapt with new thinking and approaches (Badimo 2018). Importantly, these challenges extend
beyond the realm of technology (Badimo 2018). Central to this shift is the need for the
unimpeded flow of non-personal data, a crucial component for fostering a competitive digital
single market (Badimo 2018). This underscores the importance for organizations to invest in
their digitalization strategies, bolster data analytics capabilities, and upgrade their technical
infrastructure in order to be fully prepared (Badimo 2018).

Public services

The South African public sector is presented with a remarkable opportunity to transform and
streamline its service delivery processes through the adoption of Fourth Industrial Revolution
(4IR) technologies, as noted in the Badimo (2018) publication. At present, the public sector in
South Africa is at the forefront of a technological revolution, with the 4IR representing a
globally pervasive and highly innovative era.
This fourth industrial revolution is underpinned by rapid advancements in various
technologies, including Business Intelligence (BI), Artificial Intelligence (AI), robotics,
Internet of Things (IoT), data analytics, nanotechnology, and biotechnology, among others, as
highlighted in Badimo's work.

To effectively address existing service delivery challenges and break free from the prevalent
issues of subpar service delivery, the public sector must embrace innovative and cost-
effective strategies, as recommended by Badimo (2018). This entails harnessing the rapid
evolution of 4IR technologies to offer citizens a creative and reliable multi-channel access to
essential services.

Consequently, the public sector's digital government initiatives should be tailored to tackle
economic and social challenges while leveraging the potential of new 4IR technologies to
enhance the delivery of direct services to the populace, as emphasized in Badimo's
publication. This might include automation that transcends the physical realm, achieved
through the synergy of robotics, IoT, AI, computerized algorithms, mobile sensors, 3-D
printing, and machine-to-machine interactions. For example, in the realm of healthcare and
homecare services, these technologies can greatly enhance service provision.

In a smart city context, robots can be readily deployed to perform front-line and service
delivery tasks, as envisioned by Badimo (2018). This highlights the transformative potential
of 4IR technologies in reshaping and optimizing public service delivery in South Africa.

Marketing communication

As outlined in Sridhar's work from 2019, marketing and advertising have reached a critical
juncture within the Fourth Industrial Revolution, aligning with the overarching shift to the
Digital Technology Era. This convergence has been driven by the proliferation of
interconnected devices in the hands of billions of individuals and the unprecedented
advancements in digital and technological innovations. These innovations span a wide array
of fields, including artificial intelligence, automation, the Internet of Things, blockchain,
augmented reality (AR), and virtual reality (VR).

What was once a unique advantage has now become a universal expectation. Undoubtedly,
various digitally driven marketing applications have emerged, leveling the playing field.
These include Predictive and Location Intelligence, Event-triggered marketing, Account-
based marketing, Influencer and Advocacy marketing, Personalization and Recommendation
engines, Social Analytics, and many more (Sridhar, 2019). As a case in point, the mass
consumerization of products and services, driven by technology, has evolved from offering a
mere couple of choices to a multitude of options tailored to each consumer segment.

A notable trend is the growing number of individuals who are proactively disconnecting,
unsubscribing, uninstalling apps, and opting out of alerts, voice services, and notifications to
escape the inundation of marketing messages that inundate their inboxes and disrupt their
daily lives. Consumers are transitioning from a lifestyle characterized by an abundance of
choices to one focused on simplicity and improved mental well-being. Consequently,
consumers are increasingly setting up barriers between themselves and digital technologies,
creating new opportunities for brands to innovate and identify their next competitive
advantage.

Brands are evolving to become more attuned to their consumers' lifestyles, mindsets, and
their need for respect concerning time and personal space. This shift involves expanding
marketing strategies beyond conventional segmentation and adopting a more meaningful
approach that aligns with consumers' needs. As a result, brands are forming relationships
based on loyalty, comfort, and security. Brands must tailor their marketing efforts to
seamlessly integrate within the ecosystem of numerous competing items vying for attention
in the digital age of abundant choice.

QUESTION 2

The excellence theory against a postmodern perspective of strategic communication.

Postmodernism

Postmodernism is a multifaceted term that has emerged subsequent to the modernist

movement. It encompasses various fields, including critical theory, art, and philosophy
(Communication Theory 2011). In contrast to the conventional philosophical underpinnings
of critical theory and traditional philosophy, postmodernism stands as a distinct perspective
(Communication Theory 2011). While some view postmodernism as an outgrowth or
extension of modernism, it places a pronounced emphasis on language, power dynamics, and
underlying motivations, and openly critiques rigid classifications such as those between
genders, racial groups, as well as issues related to imperialism and colonialism
(Communication Theory 2011).

Postmodernism Aspects

Postmodernism employs similar methods and concepts to modernism but places a stronger
emphasis on irony, playfulness, and parody (Communication Theory 2011). Postmodernists
underscore the importance of questioning the very notion of truth itself to explore the role of
universal systems (Communication Theory 2011). According to many postmodernists, it's
rhetoric that shapes our shared understanding of reality (Communication Theory 2011).
Postmodernist ideas represent a deliberate departure from the dominant paradigms of
modernism (Communication Theory 2011). They assert that the Western world's claims of
freedom and prosperity are empty slogans that have failed to meet the needs of humanity
(Communication Theory 2011). Postmodernists argue for the existence of relative truths,
implying that each individual must determine their own version of truth (Communication
Theory 2011).

For over four centuries, postmodernists have advocated for a "new age" approach to shaping
and rationalizing human existence and progress (Communication Theory 2011). While many
postmodernists tend to be atheists, some align with Eastern religious beliefs and practices
(Communication Theory 2011). Within their ranks, you can find humanitarians,
environmentalists, and philosophers who are naturalists, challenging the core economic and
religious beliefs of the West and seeking a new era of freedom within a broader cosmic unity
(Communication Theory 2011).

There are four broad classifications of post-modern criticisms:

 Opposition to Modernism: Those who reject modernism and its derivatives offer
criticism of postmodernism (Communication Theory 2011).
 Modernism Supporters: Some proponents of modernism argue that postmodernism
lacks essential elements of what they consider the core principles of the modern
endeavour, and they critique it accordingly (Communication Theory 2011).
  Intra-Postmodern Critiques: Within the postmodern community itself, some members,
in alignment with their conception of postmodernism, call for enhancements or
alterations and express their criticisms (Communication Theory 2011).
 Temporariness Skeptics: There are individuals who view postmodernism as a passing
trend rather than a maturation stage of societal order, and they provide critiques from
this perspective (Communication Theory 2011).

Postmodernism often faces criticism for its pronounced diversity, even though a significant
portion of it was initially rooted in the idea of challenging and deconstructing modernity
(Communication Theory 2011). In some respects, it endorses obscurantism, a deliberate
withholding of information, reminiscent of earlier reactionary movements (Communication
Theory 2011).

The term "postmodernism" can carry a negative connotation, as it is associated with

tendencies perceived as relativist, counter-enlightenment, or anti-modern, especially in
relation to criticisms directed at science, universalism, and rationalism (Communication
Theory 2011).

Most of the objections are focused on the perceived "abandonment of objective truth" within
postmodernism, which critics consider to be its most significant and undesirable aspect.
Frederic Jameson, an American literary critic and Marxist political theorist, is among those
who criticize postmodernism (Communication Theory 2011). He attributes its inability to
seriously engage with metanarratives—a complex concept meant to offer a concise summary
of historical experience or knowledge—to the cultural logic of late capitalism
(Communication Theory 2011).

Modernism and Post-modernism variations

Unlike postmodernism, which is a broader term encompassing actions from the 20th century
that exhibit awareness and reinterpret contemporary ideas, modernism represents a diverse
array of cultural trends with its roots in socio-political theory. Modernism is characterized by
its reliance on rational and logical methods for acquiring knowledge, whereas postmodernism
rejects the application of logical reasoning. Postmodern philosophy, as a response to
modernity, is based on illogical and unscientific reasoning. In contrast to postmodernism,
modernism adopts an analytical, theoretical, and objective approach, whereas
postmodernism's ideas are colourful and primarily founded on faith, lacking an analytical
stance. The fundamental distinction between modernism and postmodernism lies in their
philosophical perspectives: modernist thought seeks an abstract truth about life, while
postmodernist thought contends that there is no such thing as an abstract or universal truth.

QUESTION 3

3.1 The concept of strategic integrated communication

Strategic integrated communication aims to ensure that key stakeholders receive clear and
consistent messages, while also striving to harmonize various aspects of communication,
spanning traditional advertising, digital marketing, and public relations (Boise State Online,
2021).

In today's rapidly evolving and expansive marketing and communications landscape, the lines
between traditional advertising, marketing, and public relations have become increasingly
blurred (Boise State Online, 2021). Public relations experts have adapted their skill sets to
encompass all the communication needs of organizations (Boise State Online, 2021). By
combining internal and external communications across various channels, an audience can
gain a better understanding of an organization's mission (Boise State Online, 2021).

Strategic communications are not only crucial for external stakeholders but also for
employees and customers (Boise State Online, 2021). A unified message from leadership
provides staff members with a clear roadmap for the organization's future (Boise State
Online, 2021). Every communication component serves a distinct purpose when integrated
into a comprehensive plan that encourages action, engagement, or alignment with an
organization's mission (Boise State Online, 2021).

3.2 The most important components of strategic integrated communication

1. Analysis

Before moving forward, it's crucial to conduct a comprehensive assessment of your current
business situation, as suggested by Kristensen in 2021. One effective method for this
assessment involves organizing a workshop with internal stakeholders to identify the
strengths, weaknesses, opportunities, and threats of your company using a SWOT analysis.
Furthermore, it's essential to evaluate your existing marketing and business communications
strategies, including messaging, communication channels, and your online and social media
presence, as advised by Kristensen in 2021. These key insights will serve as a valuable
foundation for the next phase of your business strategy.

2. Communication initiatives

Based on the findings from the discovery phase as described by Kristensen in 2021, there are
various communication initiatives that may require attention. These include the development
or revision of positioning statements, key messages, company profiles, visual standards
guidelines, brand manuals, press kits, social media policies, media engagement and
spokespeople policies, content creation and governance policies, crisis communications
policy and manuals. Additionally, it may be necessary to create biographies of key
spokespeople and prepare press releases as part of your communication strategy.

3. Communication goals and objectives

The next step in your strategic communication plan, as outlined by Kristensen in 2021,
involves setting clear goals for what you aim to achieve. What do you hope to accomplish?

 to effectively establish the business as a registered company, a customer-focused

organisation. (Kristensen 2021).

 to increase visibility through a combination of B2B and B2C press coverage and content
mix (Kristensen 2021).

 to boost online sales by 50% percent and website visitors by 25% percent (Kristensen

2021).

 to boost engagement and organic growth on social media platforms by 35% percent each
(Kristensen 2021).

 to improve thought leadership by 15% the CEO's share of voice in the media (Kristensen
2021).
4. Audience Segmentation

To gain a comprehensive understanding of your stakeholders and audience, it is essential to

thoroughly assess their information needs and perceptions, as emphasized by Kristensen in
2021. Whether your audience comprises existing or prospective customers, investors,
strategic partners, employees, or other stakeholders, it's vital to grasp their characteristics and
categorize them appropriately. This categorization will enable you to tailor your messaging
effectively to each group.

5. Key messages and content pillars

Generate several core content themes that are aligned with your company's products, services,
and market, as recommended by Kristensen in 2021. Content pillars represent topics and
concepts that would be beneficial and relevant for you to explore in your communication
efforts, serving as a foundation to accomplish your communication objectives.

6. Channel map

As highlighted by Kristensen in 2021, the selection of communication channels will play a

pivotal role in shaping the key messages, frequency, style, and format of your content. It's
essential that content is well-suited for its specific audience and is customized to suit various
platforms, including digital, social media, public relations, internal communications, and
thought leadership, among others.

7. Content Matrix and Editorial Plan

In this phase, as recommended by Kristensen in 2021, you will put your communication
campaigns into action. Utilize a calendar and, in line with the six aforementioned steps,
schedule content and public relations activities in your production plan. Ensure precision and
thoroughness when working with the content matrix and editing plan to effectively execute
your communication strategies.

8. Measurements and analytics

Lastly, do not forget to assess your progress, as advised by Kristensen in 2021. There are
various evaluation techniques to consider, which may vary depending on your
communication goals, content, and channel choices. Here are some ideas:

- Measuring the achieved coverage rate in significant target media (Kristensen 2021).

- Setting targets for AVE (Advertising Value Equivalency) to gauge the value of press
coverage received (Kristensen 2021).

- Assessing media voice share in comparison to major competitors (Kristensen 2021).

- Analyzing the tone and key messages conveyed in your communications (Kristensen 2021).

- Examining social media metrics such as followers, likes, shares, and engagement, alongside
website statistics (Kristensen 2021).

- Reviewing feedback on platforms like Google or Facebook (Kristensen 2021).

- Conducting customer satisfaction surveys or corporate engagement surveys (Kristensen

2021).

- Utilizing Google Analytics to track unique visitors, page views, time spent, referrals, leads,
and click-throughs (Kristensen 2021).

3.3 Prominent communication challenges within an integrated communication

environment.

Lack of transparency

Failure by management to share vital information about their decisions can lead to the rapid
emergence of organizational issues, as observed by Postelnyak in 2022. When organizations
do not prioritize effective leadership communication, employees often lose trust in
management. Furthermore, this lack of transparency can make employees reluctant to ask
questions, thereby impeding communication within the organization, as noted by Postelnyak
in 2022.
Ambiguity across communications

Often, issues within a company do not stem from inadequate internal communication but
rather from the way information is transmitted (Postelnyak 2022). When employees become
perplexed about deadlines or the process of signing up for activities, it usually points to a
communication problem (Postelnyak 2022).

No consistent communication channels.

Evaluating the channels and methods employed for disseminating your communications is of
paramount importance (Postelnyak 2022). While your employee town hall meetings may be
engaging and well-received by your staff (Postelnyak 2022), their infrequent occurrence can
pose a challenge in maintaining consistent communication. Inconsistency can easily lead to a
waning interest among employees in the organization's activities, resulting in disengagement
(Postelnyak 2022). This is especially critical when your job requires effective collaboration
with individuals from various teams and departments (Postelnyak 2022).

No clear channel to ask questions and clarify concerns.

Team leaders cannot effectively instruct and enlighten their teams unless they invest time in
addressing employee queries (Postelnyak 2022). If employees are reluctant to seek or provide
feedback, they will miss out on vital information essential for executing their tasks
proficiently (Postelnyak 2022). Furthermore, this hesitancy will hinder their ability to convey
essential information to clients, potentially harming the overall success of the company
(Postelnyak 2022).

Lack of Employee Recognition.

Sustaining the motivation and engagement of your workforce necessitates the implementation
of consistent employee appreciation initiatives (Postelnyak 2022). These programs provide
employees with the assurance that they are moving in the right direction and that their
contributions are genuinely valued by the team (Postelnyak 2022). Without such recognition,
employee motivation starts to wane, which, in turn, negatively impacts their performance
(Postelnyak 2022).
Management communication theory that could assist in overcoming these challenges.

Communication Accommodation Theory:

According to the communication accommodation theory, individuals adjust their

communication styles when interacting with others (Communication Studies 2022). These
adjustments in verbal and nonverbal communication styles can be achieved through two
primary approaches: convergence and divergence (Communication Studies 2022).
Divergence is employed to highlight differences with the group they identify with and is
often used by groups that strongly value their ethnic or racial identity (Communication
Studies 2022). Convergence, on the other hand, emphasizes adapting to the communication
preferences of the person they are communicating with and is more commonly practiced by
individuals seeking social approval (Communication Studies 2022).

CONCLUSION

The examination portfolio encompassed definitions, explanations, discussions, and theories

related to the Fourth Industrial Revolution. It also included an essay that delved into how the
technologies of the Fourth Industrial Revolution are influencing communication within and
among organizations operating in Africa. This encompassed various fields, such as business
communication, management communication, corporate communication, public relations,
and marketing communication.

Furthermore, the portfolio featured a critical analysis comparing the excellence theory with a
postmodern perspective of strategic communication. It elucidated the concept of strategic
integrated communication and explored its essential components. Additionally, the portfolio
identified and elucidated prominent communication challenges within an integrated
communication environment, along with suggestions regarding how management
communication theory could be employed to address these challenges.

REFRENCES
Badimo, K. 2018. The Impact of the Fourth Industrial Revolution on Public Service Delivery.
LinkedIn. [O]. Available: The Impact of the Fourth Industrial Revolution on

Public Service Delivery (linkedin.com) Accessed on: 16/01/2023