Towards a communication strategy implementation framework for higher education institutions in Lesotho

Abstract

This article reports on the findings of a research study of three Higher Education Institutions (HEI) in Lesotho on the communication strategies they use to engage with internal and external stakeholders to implement their institutional strategies. A mixed-method research approach was followed, and a sample of three HEIs and their internal and external stakeholders was identified through a multidimensional sampling strategy. Triangulation included a survey among stakeholders, interviews with senior managers, and a content analysis of strategic plans. Statistical analysis was conducted on quantitative data, thematic analysis on qualitative data from interviews and open-ended survey items, and content analysis on strategic plans. Leximancer software was used for the qualitative data analysis. Results indicate the importance for the institutions to develop communication strategies; align institutional strategies with organisational culture; identify legitimate and strategic stakeholders; and use fitting communication platforms to disseminate information to all stakeholders.