COM2602
Unique No:
Assignment 1
Due 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
, General Introduction
Communication serves as the backbone of every organisation, shaping the way
individuals interact, how strategies are carried out, and how relationships with
stakeholders are developed and sustained. In today’s business environment,
communication has evolved from being a simple exchange of messages to becoming a
strategic asset that enhances competitiveness. As Barker and Angelopulo (2013) note,
communication is not only about conveying meaning but also about aligning
organisational goals, shaping identity, and fostering trust with stakeholders.
This assignment examines key aspects of communication within organisational
contexts. Question 1 outlines six major communication fields that, although distinct,
frequently intersect in practice. Question 2 explores the connection between
communication and organisational strategy, highlighting how effective communication
drives and supports strategic objectives. Question 3 considers the integration of
communication, with a focus on practical methods of managing integration and Van
Riel’s approaches to corporate identity. Question 4 assesses integrated communication
measurement by reviewing models and clarifying the communicator’s role in
implementing and evaluating integration practices. Collectively, the assignment
demonstrates that communication is central to organisational performance, stakeholder
engagement, and sustainable success.
Question 1: Communication and the Organisation (30 marks)
Communication is a vital organisational function that influences how individuals, groups,
and institutions exchange information, interact, and establish meaning. Barker and
Angelopulo (2013) identify several fields of communication which, though distinct in their
focus, often overlap in practice. Each field contributes uniquely to the success of the
organisation. The six major fields are discussed below:
1. Organisational Communication
This field focuses on the internal exchange of information to achieve shared goals. It
Unique No:
Assignment 1
Due 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
, General Introduction
Communication serves as the backbone of every organisation, shaping the way
individuals interact, how strategies are carried out, and how relationships with
stakeholders are developed and sustained. In today’s business environment,
communication has evolved from being a simple exchange of messages to becoming a
strategic asset that enhances competitiveness. As Barker and Angelopulo (2013) note,
communication is not only about conveying meaning but also about aligning
organisational goals, shaping identity, and fostering trust with stakeholders.
This assignment examines key aspects of communication within organisational
contexts. Question 1 outlines six major communication fields that, although distinct,
frequently intersect in practice. Question 2 explores the connection between
communication and organisational strategy, highlighting how effective communication
drives and supports strategic objectives. Question 3 considers the integration of
communication, with a focus on practical methods of managing integration and Van
Riel’s approaches to corporate identity. Question 4 assesses integrated communication
measurement by reviewing models and clarifying the communicator’s role in
implementing and evaluating integration practices. Collectively, the assignment
demonstrates that communication is central to organisational performance, stakeholder
engagement, and sustainable success.
Question 1: Communication and the Organisation (30 marks)
Communication is a vital organisational function that influences how individuals, groups,
and institutions exchange information, interact, and establish meaning. Barker and
Angelopulo (2013) identify several fields of communication which, though distinct in their
focus, often overlap in practice. Each field contributes uniquely to the success of the
organisation. The six major fields are discussed below:
1. Organisational Communication
This field focuses on the internal exchange of information to achieve shared goals. It
