Developing a communication reputation risk management framework for Mopani Copper Mines Plc : applying a functional pragmatic approach.

The purpose of the study was to understand the reputation risks for Mopani Copper Mines Plc with a view to developing a technical account for their mitigation.
A qualitative phenomenological design was used in this Study with 12 respondents participating. Data was collected using in-depth interviews and one focus group discussion. The data was analysed using semantic content analysis. There are seven distinct forms of communication that Mopani employs and the form of communication spoken about most is Static and Dynamic business communication, which had an average frequency of 8.1. While Mopani Copper Mines Plc uses the seven forms of communication, the sources of corporate communication failures leading to reputation risks are failure to analyse the risk type, failure to develop procedures for shaping the dialogue, failure to perform a trust audit, failure to address the core risk, failure to address core risk communication topics, failure to describe the risks and failure to compare risks. As to what counts as corporate communication reputation risks based on the current corporate communication practices at Mopani Copper Mines Plc, respondents expected the company to communicate effectively to ensure that stakeholders had access to information that was dependable, credible, good/clear, offered mutual benefits, demonstrated openness, provided accuracy, could be trusted and was presented with honesty and free from contradiction from other sources.
This Study has established the need for aligning gaps in corporate communication. Six steps embracing mitigation areas should be targeted. This is a key in strategic management as a responsibility of senior managers. To finalise this research, it is worth noting that organisational communication is a key element for the effective development of the productive activities of any company. Organisational communication is configured in a positive way if the different variables that significantly affect it are identified and analysed by establishing a communicational structure according to the needs and requirements of the organisation.
Key Words: Reputation, Corporate Communication and Risk Management