Exploring the Impact of Stakeholder Engagement and Digital Strategies on Reputation Management: A Qualitative Case Study of Rhubusana’s Department of Education, South Africa

Abstract

Reputation management shapes public confidence in any system or organisation, the department of education included. However, the relationship between reputation management practices and digital strategies is one worth exploring especially in the context of resource constrained public sector departments. This qualitative case study has evaluated how stakeholder engagement and digital strategies influence reputation management at the department of education in Rhubusana, Buffalo City Metropolitan Municipality, Eastern Cape, South Africa. Data is collected from semi-structured interviews with Policy implementers, educators, parents and community members as well as from document and report reviews. Thematic analysis revealed three drivers of reputation. First, regular, candid consultations improved perceptions only when officials closed feedback loops with visible action. Second, digital channels—websites, email lists and social media—boosted reach and crisis responsiveness, but inconsistent updates and poor usability eroded trust. Third, transparent resource and accountability processes underpinned credibility; opaque decisions invited negative speculation. These patterns affirm Social Exchange, Contingency and Institutional theories: reciprocity fosters goodwill, adaptable communication restores stability, and visible accountability legitimises authority. The study recommends dedicated follow-up personnel, a formal crisis communication protocol, plain-language budget summaries, publicly reported performance indicators and a hybrid mix of digital and traditional contact points. While limited to one district, the findings offer a practical framework for public education departments seeking to strengthen reputation through purposeful engagement and coherent digital strategy.