The second reason is the ‘trends within organisations’: As an organisation becomes more successful, it tends to grow and the growing introduces the number of departments to grow; this means that there need to be better co-ordination (Angelopulo & Barker 2013:43) . “The attempt to integrate marketing communication efforts has led to the integration of all internal and external organisational communication efforts” (Angelopulo & Barker 2013:43). An essential subject in corporate and marketing communication is integration of communication; as these have grown ‘to embrace all commercial, external and internal messages’ (Angelopulo & Barker 2013:44) that are produced by the organisation. There are several trends within an organisation that have …show more content…
Primarily strategic communication capability is needed; however, it should include an extent of “expertise in management, business and organisational communication” (Angelopulo & Barker 2013:46). The processes and communication are done by organisation’s leading ‘decision makers and senior management’ (Angelopulo & Barker 2013:46); tactical decisions are taken in this location for the organisation. Management need to have a clear understanding of not only the mission of the organisation, but also, of the “customers’ and other stakeholders’ needs, wants and requirements’ of the organisation, its processes and communication products and services” (Angelopulo & Barker 2013:46). Management must be able to create strategies that are in line with the organisation’s mission and the market’s needs, in order for the organisation to deliver what is needed in the five areas: “organisational structure, management, knowledge, attitude and outputs” (Angelopulo & Barker 2013:46). Looking at the scenario, the organisation does not really understand the needs or wants of their client as noted in the line ‘. . . company’s communication campaigns have been characterised by internal contradictions”. So they now need to develop a strategy that is in line with the mission of the …show more content…
External communication is generally manufactured and preserved by professional communicators; their fields may include public relations, advertising or any other field of planned communication (Angelopulo & Barker 2013:47). Looking at the scenario, “the company has separate marketing and public relations divisions” (University of South Africa 2015:25), is an example of their direct working contribution to the organisation. These experts can be hired directly by an organisation, indirectly as an external agreement service vendor or as a freelancer. For communication integration to advance from this location, professional communicators need to have insight into what the company’s communication wants to aspire and what is the strategy (Angelopulo & Barker 2013:47). As managers it is important to know and understand what consumers’ and external stakeholders’ broad expectations are, on the product and service that the organisation offers, as well as their particular expectations of the company (Angelopulo & Barker 2013:47). The communication capabilities needed at this position is ‘at the communication management and task levels and expertise required in the fields of public relations, corporate and marketing communication’ (Angelopulo & Barker
As Chris and Barbra (2011) pointed out, organizations do engage in different audience when it comes to pursuing their marketing and business objectives. Engagement is used to make reference to the form of communication and also whether the nature of the messages and media is essentially emotional and intellectual. In any case, organizations do make use of the mixture of these two elements in order for them to be heard, understood and engage with their audience in the course of performing a particular dialogue and establishing mutually beneficial relationship. Without much of a doubt, the level of relationship that organizations do establish with their audience has a direct influence on the performance of the organization.
We will begin by defining integrated marketing communications (IMC) and we will refer to the benefits that can accrue from developing this approach. Shimp (1997) suggests “IMC is the process of developing and implementing various forms of persuasive communications programmes with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected communications audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer and prospects, and to which they might be receptive.”
Schultz, D. E., 1996. The inevitability of integrated communications. Journal of Business Research, Vol. 37, pp. 139-146.
Strategic communication is an integral part of every business environment and workplace. Businesses without good communication tend to have difficulty in management and not do as well as businesses with high-quality communication. Internal communication within a business in which employees create relationships with another and share valuable information is recognized as the foundation of modern organizations (Men and Stacks, 2014). In business, employees and managers participate in three types of formal communication to relay information: downward, upward, and horizontal communication.
of a business talking to its public may be the most effective way to communicate but is now
As a public relations practitioner, it is important to follow guidelines when developing a strategic communications plan. By following a step-by-step guideline, over time, consistency will develop and the margin for error will decrease or that is at least what one can hope for. The six steps to creating a well-organized and strategic communication plan includes identifying the situation, research, strategy, action plan, implementation, and evaluation. In this paper one example per step will be provided to deliver a complete understanding of each step and ensure the reader is clear on the step and function.
“Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency” (Pickton and Broderick, 2001: 47)
There strategic communication plays the role of assisting in the management of organisational relationships in relation to disbursing information to the various stake holders in a timely manner and in a way that solves any uncertainity (Cutlip, et al., 2006; Everett, 2001). The rise of strategic communication comes from the identification of important strategic issues both internally and externally which require to be solved in the right time to enable smooth flow of information (Everett, 2001).The effort of identifying and differentiating the key strategic matters in organizational communication is one of the key contributing abilities in the endeavor of developing strategic communication (Steyn, 2003). Organisation communication needs remain to be fluid can shift depending on different situation (Weick, 1979, p. 132). The organisational member’s such as manager and employees ability in the identification, , interpretation , differentiation and being able prioritise communication matters are an important skill for the development of an organisational strategic communication effort (Murphy, 2007; Whittington, 1993; Clampitt, DeKoch, & Cashman, 2000; Porter, 1996;Cummings & Wilson, 2003; Steyn, 2003). Scott (2003) asserts that in an organization there are a number of flows which connect to form a system, he identifies the flow of information as being the one with the most importance since it places demands on organisational players to process information within the organization. The way information gotten is processed from the environment has a potentially to influence an organisation’s success (Daft & Weick, 1984). Environmental scanning understanding underpins the creation of strategic communication as a
Steyn, B. (2003). From strategy to corporate communication strategy: A conceptualisation. Journal of Communication Management, pp. 168 - 183.
Communication helps the organizational members to make both personal and organizational goals. And also help them to co-ordinate on the internal activities of the organization. To the extent the less effective communication of any organization is the less e...
The communication process consist of two elements. The source that wants the message to be sent and the receiver who accepts the message. The receiver then provides feedback to the original source. These messages can have barriers that keep the intent of the messages from getting through. There are verbal and nonverbal ways of communication. Coca Cola has many different channels of communication within their organization. It starts with the CEO, Mr. Muhtar Kent. Mr. Kent’s focus is to lead Coca Cola to a more sustainable future and become a more profitable growing company. These goals will not be achieved unless communication is a vital part of their strategy.
Marketing communications is the best way to appreciate the value of the goods and services offering by organization. Traditional tools of marketing communication disciplines are five: advertising, sales promotion, personal selling (see the EBS Sales Force Management text), public relations and direct marketing. There are also media in which time and space can be bought or used to deliver messages to target audiences. Organisations are planning which appropriate mix of these tools and the choice of media has for a long time been largely predictable.
Corporate communication parties concerned on management function to fathom all inside or outside communication purpose starting with stakeholders in which company depend on. According to Van Riel and Fombrun in 2007, it is stated that corporate communication contained of the spreading of information, with identical goal of increase capability maintain its licence. Meanwhile, corporate marketing in the general terms is a customer, stakeholders approach to marketing through organization and
Public relation exists their own vehicles and tools which are important for organizations to achieve their short and long term objectives. According to (Kotler 1982); written material, audio-visual material, corporate identity media, news, events, speeches and telephone information service” are the main tools (Kotler,1982:389). In order to understand these tool’s main aims in organizations, we provide explanations. What is common for these tools are that they are serving for companies and aiming to realise an effective communication. When companies manage these important tools effectively they preserve their reputation and also it is a chance for them to remind the key target what are the specific ...
Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.