Purpose -The purpose of this paper is to conceptualize a model indicating the impact of corporate identity management on managing relationships with employees in organizations. Design/methodology/approach -This is an analytical paper consisting of a literature study of relevant literature, and results based on a PhD study. Findings -A preliminary model is proposed indicating that non-visual corporate identity elements, especially organizational values and objectives impact on employer-employee relationships.Research limitations/implications -This is a theoretical paper and still needs to be empirically verified. Originality/value -This is a conceptual paper contributing to the body of knowledge regarding corporate identity and relationship management. More specifically it fills a niche referring to communication with internal stakeholders regarding corporate identity with the aim of relationship management.

The current land reform programme in South Africa is a prime example of the manner in which corporate social responsibility (CSR) initiatives can be applied in the agricultural sector. Land reform creates an opportunity for agricultural companies to develop CSR initiatives aimed at assisting emerging farmers by using their expertise to help them develop farming skills. For CSR initiatives to help build positive relationships between companies and their stakeholders, effective CSR communication is indispensable. This article discusses how agricultural companies should be conducting CSR communication, thanks to a number of normative guidelines. It also explores the manner in which Senwes, an agricultural company, communicates regarding CSR -particularly about programmes aimed at assisting emerging farmers -with one of its most important strategic stakeholders, commercial farmers. The findings suggest that Senwes' CSR communication can be more comprehensive and continuous, that the annual and sustainability reports are not sufficient, and that additional information on assistance to emerging farmers should be communicated throughout the year. Senwes positively utilises a variety of media to communicate its CSR initiatives, which seems appropriate for, and accessible to, commercial farmers. It does, however, seem as if its CSR communication can be used even more effectively to contribute to stakeholder engagement, and to build and sustain positive relationships with commercial farmers.

Apart from historical and contextual factors complicating the mining industry, Lonmin Platinum’smanagement of employee relationships was further complicated by its diverse workforce ofapproximately 20 000 employees consisting of literates, semi-literates and illiterates. In addition,the company comprised five business units, each with their own corporate identity. Within thiscontext it was expected that Lonmin’s relationship with its employees would take some strain.While the relationship between corporate image and stakeholder management has been debated,the impact of symbolic corporate identity elements on specific relationship dimensions has not yetbeen investigated and is addressed in this article by means of the following research question:What is the relationship between employees’ perceptions of symbolic corporate identity elementsand employer-employee relationships at Lonmin Platinum? This study indicated a relationship between employees’ perceptions of how effectively the company reached it objectives, specifically a safe working environment, a healthy working environment,socio-economic empowerment and accountability, and the quality of its employee relationships.

Communicative action: the Habermasian and Freirean dialogical approach to participatory communication for social change in a post-1994 South Africa (cf. Jacobson & Storey, 2004;Chambers, 1994;Melkote & Steeves, 2001;Rogers, 1976;Lerner, 1964;Schramm, 1964;Servaes, 1995 (cf. Habermas, 1984;1987;1989 Jacobson & Storey, 2004;Chambers, 1994;Melkote & Steeves, 2001;Rogers, 1976;Lerner, 1964;Schramm, 1964Servaes, 1995 (cf. Habermas, 1984;1987;1989 Despite its almost four decade mainstay, the field of participatory communication for social change still experiences a definitional and pragmatic problem regarding what exactly participation is

In circumstances that are substantially different from the norm, new ways of thinking about these alternative contexts are necessary. In the context of corporate governance and corporate social investment (CSI) the relationship between corporate donors and community organisations is regarded as important, but the indicators used to describe this relationship need revisiting. This article argues that context-specific indicators are needed to bring the true nature of the corporatecommunity-relationship to the fore and also suggest indicators that could be both rigorous and relevant in describing the relationship. In an interpretative, qualitative exploration of data from individual interviews it was revealed that well-known relationship indicators were inadequate to describe the relationship between corporate donors and community organisations accurately. The article could serve as the first steps in reviewing stakeholder relationship indicators from organisational communication research and adapting these indicators to a specific context.