Communicating for organisational legitimacy: The case of the Potchefstroom Fire Protection Association

Abstract

The Potchefstroom Fire Protection Association (FPA) has an important role in preventing and managing veld fires in the Tlokwe Local Municipality's rural environment. The FPA works closely with several governmental stakeholders, but these stakeholders do not view the FPA as having high levels of organisational legitimacy. A lack of organisational legitimacy hinders the FPA in obtaining its organisational goals.Theoretically, a NPO's role is dependent on its values, as embodied in its vision, mission and goals statement. Managing communication strategically to build strong relationships with key governmental stakeholders should assist NPOs to obtain and maintain organisational legitimacy. The purpose of the research was to determine by means of semi-structured interviews the perceptions of the FPA and its key governmental stakeholders on the role of the FPA as well as the quality of its stakeholder relationships, and the effect of these perceptions on the FPA's perceived organisational legitimacy.The study confirmed the theoretical relationship between organisational legitimacy, strategic communication and relationship management and a clear, value-based role. It was recommended that NPOs should strive to establish two-way communication with key governmental stakeholders to enhance mutual understanding of as well as mutual control during veld fires.