Monash research has shown there is a need to understand the stakeholder universe where the strategic understanding and quality of communication practice in SA is lacking. Corporate leadership does not understand the business value of communication and often sees it as only warm and fluffy PR or media relations. Practitioners need an understanding of the strategic business contribution of communication as well as the integrated value chain required among practitioners and corporate decision makers alike. Communication practitioners need to be empowered to move from a service mentality to a business crucial mindset in their understanding of their role. Reliable practical guidance in the discipline of communication is required to raise the standard in order to move from a functional to a strategic mindset which is essential in corporate and public South Africa. Therefore the perception of communication from a “nice to have” to a “need to have” must be moved. 

Overview of the Forums

The Monash Business Communication Forums provide a thought leadership platform for critical discussion and engagement on the application and importance of corporate communication in business. The Forums include balanced participation by senior communication experts and business executives, industry leaders and decision makers on matters of business relevance and strategic role of communication. The panel and key note format allows Forum attendees gain insight from two or three respected and high profile speakers; sharing their leadership, own learning and experience followed by networking with peers. Audience participation is encouraged by the use of a voting system to poll the audience opinion and sharing these industry views in post-Forum reviews and publicity as well as giving access to it via the Online Community for research purposes.

The ideal attendee profile for the Forums include senior corporate communication and business executives, industry bodies, senior communicators in Government departments, CEOs, board members, executives in leadership positions, civil society and CSR decision makers as well as senior communication and strategy leaders in consulting, agency and in-house roles.

 Target audiences:
o Corporate audiences
o Industry bodies
o Government departments
o Senior and executive level
o Corporate decision makers including CEOs, board members, executives in leadership positions
o Public sector, Civil Society and CSR decision makers
o Senior communication leaders in consulting, agency and in-house roles
o Communication practitioners working in consulting, agency and in-house roles
o Business strategists working in consulting, agency and in-house roles
o Relevant media for their education, input and leverage of the Initiatives