COM2602
ASSIGNMENT 1 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: SEPTEMBER 2025
, Integrated Organisational Communication
Table of Contents
General Introduction ....................................................................................................................................................................... 2
Question 1: Communication and the Organisation ....................................................................................................................... 2
1. Organisational Communication ........................................................................................................................................ 3
2. Corporate Communication ................................................................................................................................................ 3
3. Public Relations (PR) ......................................................................................................................................................... 3
4. Marketing Communication ................................................................................................................................................ 4
5. Development Communication ........................................................................................................................................... 4
6. Mass Communication ........................................................................................................................................................ 4
Question 2: The Rationale for Integrating Organisations’ Communication ................................................................................. 5
Introduction ............................................................................................................................................................................ 5
How Organisational Communication Supports and Develops Strategy ............................................................................. 5
Question 3: Communication Integration Processes...................................................................................................................... 7
Introduction ............................................................................................................................................................................ 7
3.1 Four Methods of Managing Communication Integration (20 marks) ................................................................................. 7
1. Coordination of Messages................................................................................................................................................. 7
2. Centralisation of Communication Functions.................................................................................................................... 8
3. Cross-Functional Planning Teams .................................................................................................................................... 8
4. Use of Technology and Systems ...................................................................................................................................... 8
3.2 Van Riel’s Three Methods of Integrating Corporate Identity (15 marks) ........................................................................... 9
1. Mindset of Managers.......................................................................................................................................................... 9
2. Communication Instruments ............................................................................................................................................. 9
3. Organisational Structure ................................................................................................................................................... 9
Question 4: Integrated Communication Measurement ................................................................................................................ 10
Introduction .......................................................................................................................................................................... 10
4.1 Evaluation Models .............................................................................................................................................................. 10
4.1.1 The Integrated Marketing (IM) Audit (4 marks) .......................................................................................................... 10
4.1.2 Unique Benefits of Both Measuring Instruments (6 marks) ..................................................................................... 11
4.2 Ehlers’ Communication Model: Role of a Multi-Skilled Integrated Communicator (5 marks) ........................................ 11
Conclusion ..................................................................................................................................................................................... 12
References ..................................................................................................................................................................................... 13
ASSIGNMENT 1 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: SEPTEMBER 2025
, Integrated Organisational Communication
Table of Contents
General Introduction ....................................................................................................................................................................... 2
Question 1: Communication and the Organisation ....................................................................................................................... 2
1. Organisational Communication ........................................................................................................................................ 3
2. Corporate Communication ................................................................................................................................................ 3
3. Public Relations (PR) ......................................................................................................................................................... 3
4. Marketing Communication ................................................................................................................................................ 4
5. Development Communication ........................................................................................................................................... 4
6. Mass Communication ........................................................................................................................................................ 4
Question 2: The Rationale for Integrating Organisations’ Communication ................................................................................. 5
Introduction ............................................................................................................................................................................ 5
How Organisational Communication Supports and Develops Strategy ............................................................................. 5
Question 3: Communication Integration Processes...................................................................................................................... 7
Introduction ............................................................................................................................................................................ 7
3.1 Four Methods of Managing Communication Integration (20 marks) ................................................................................. 7
1. Coordination of Messages................................................................................................................................................. 7
2. Centralisation of Communication Functions.................................................................................................................... 8
3. Cross-Functional Planning Teams .................................................................................................................................... 8
4. Use of Technology and Systems ...................................................................................................................................... 8
3.2 Van Riel’s Three Methods of Integrating Corporate Identity (15 marks) ........................................................................... 9
1. Mindset of Managers.......................................................................................................................................................... 9
2. Communication Instruments ............................................................................................................................................. 9
3. Organisational Structure ................................................................................................................................................... 9
Question 4: Integrated Communication Measurement ................................................................................................................ 10
Introduction .......................................................................................................................................................................... 10
4.1 Evaluation Models .............................................................................................................................................................. 10
4.1.1 The Integrated Marketing (IM) Audit (4 marks) .......................................................................................................... 10
4.1.2 Unique Benefits of Both Measuring Instruments (6 marks) ..................................................................................... 11
4.2 Ehlers’ Communication Model: Role of a Multi-Skilled Integrated Communicator (5 marks) ........................................ 11
Conclusion ..................................................................................................................................................................................... 12
References ..................................................................................................................................................................................... 13
