The Importance of Organizational Communication

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Overview
In a wide scope the true essence of any organisation survival and success depends on communication, as it is the fuel and the maintainer of an organisation. According to Miller (2003) “organisational communication involves an understanding of the influence of the context of an organisation on communication processes and of the manner in which the symbolic nature of communication distinguishes it from other forms of behaviour”. In addition the “communication in the organisation fulfils various functions, including information dissemination, control, persuasion and integration, in Baker and Angelopulo (2010:75).
Which it narrows down to the subject at hand corporate communication and media relation, that the media relation function is keeping up with current trends and that is characterized by outward communication serving to advance the corporations gaols, (Balasen 2008:33). Corporate communication is “a managerial vision of managing all communications that involve the organisation as whole, meaning the external and internal publics maintaining a harmonious relationship and reputation” in (Christensen, Morsing & Cheney 2008:9).
With this we can explore the dairy company chosen for this assessment Clover (dairy), “Clover Industries Limited produces and distributes a range of dairy and consumer products in South Africa” in Clover S.A. (2013). In this composition will discuss and describe the Clover`s company profile, corporate image, business activities of the company, recent marketing and advertising campaigns of the company and online presence of the company. Doing this will provide a clear understanding of the roles of the above mentioned phenomena’s that is corporate communication and media.
Clover Industries limited Profile
This company produces and distributes one of the essential nutrients for human kind such as protein, vitamins, zinc etc. Clover is “it’s trading name and its headquarters is here in South Africa, Johannesburg”, in (Clover S.A, 2013). This all began “in the year 1989, with a series of meetings among a group of farmers in the lush pastures of the Natal Midlands opened a butter factory, which was named Natal Creamery Ltd. Moreover after the approval and registration under Natal Companies Act and co-operated with Joseph Baynes Ltd the first Natal butter factory he established in his farm Nel`s Rest for the marketing of fresh milk in Durban, called Model Dairy broke up in October 1901”, from (Clover S.A, 2013).
According to (Clover S.A, 2013) in “1923 Natal Creamery Ltd went to be registered under the Co-operatives Societies Act of 1922, and by 1932 Natal Creamery Ltd was operating in 32 centres countrywide.

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