Enron and Saambou Bank in South Africa: a case study of insufficient relationship management.

Drawing on public relations, communication and marketing theories, this article explores South Africa's Saambou Bank tumbling from growth and positive media coverage to its downfall in one year. Interviews with Saambou officials and financial journalists, as well as a media content analysis of Saambou media coverage, investigates this issue. Theoretically comparing Saambou with the US Enron Corporation, the analysis presents a heuristic public relations model based on the need for functional corporate communication to target audiences, media coverage and media management. [ABSTRACT FROM AUTHOR]