2017
UNIT 2: THE RATIONALE FOR INTEGRATING ORGNISATIONS’
COMMUNICATION
&
UNIT 3 : COMMUNICATION INTEGRATION PRINCIPLES AND PROCESSES
Definition
Communication integration is the cross- functional process of creating and nourishing strategically
determined relationships with stakeholders by controlling or influencing all messages to these groups
and engaging in purposeful dialogue with them.
Cross-functional process –
This involves the organisation as a whole, not restricted to one department (such as
communication or marketing) only
Creating and nourishing strategically determined relationships – This entails nurturing
relationships with entities that are determined as being necessary to the long-term success
of the organisation
Stakeholders – Communication integration has moved away from the traditional marketing
focus on customers only, to including a broader spectrum of interest groups
Controlling or influencing all messages – This entails actively managing messages not only
originating within the organisation but also those without
Engaging in purposeful dialogue – This entails a relational approach, where organisation and
stakeholder work together for mutual benefit
Factors giving rise to a need for integration
Several authors suggest that a number of factors led to the need for integration of organisational
communication.
Changes in the modern market place
The modern marketplace is characterised by a number of factors that favour an integrated
approach to organisational communication.
The availability of products and services in almost every category has increased to the extent
that there is a sense of product overload in the market. Few products offer tangible
differences, and innovations can be copied easily and cheaply.
Owing to the availability of so many brands that offer similar value, consumers are less loyal to
individual brands.
As products in similar price bands differ little in terms of quality, customers tend to buy based
on price.
Consumers have become more sophisticated in their knowledge of products and less trusting
of companies’ claims.
Commercial messages have saturated the market; consequently fewer such messages have a
genuine impact on the consumer.
As economies become more service-based and less product-based, the interpersonal
relationships that are required in service become increasingly important.
A growing societal demand for integrity in organisations
There is a growing societal demand for integrity in organisations of all kinds, be they
businesses, services or governmental organisations.
Each organisation is a brand that is perceived positively or negatively.
1
, All interaction between these organisations and their stakeholders, including the interaction
that is inherent in the service, products and communication that these organisations provide,
results in their brand images.
A holistic, integrated approach to communication has more chance of projecting a brand
image of integrity than does a range of separate messages.
Trends within organisations
A number of trends within organisations have increased their need for communication
integration.
As organisations grow, the number of departments in these organisations also grows, which
necessitates better coordination.
The existence of numerous functions dealing with communication in an organisation enhances
the possibility of conflicting messages being produced.
A central motivator in organisations, for example their mission, is often meaningless,
therefore staff are not motivated to achieve a unified goal.
The integration of marketing communication efforts has led to the integration of internal and
external organisational communication efforts.
Such integration has become a central theme in corporate and marketing communication, and
has expanded to encompass all commercial, external and internal messages generated by the
organisation.
In addition, new technologies have generated a range of communication opportunities that
were inconceivable in the early 1990s, but these are frequently misused and consequently of
little benefit.
Types of messages
There is a growing societal demand for integrity in organisations of all kinds.
Each organisation is a brand that is perceived positively or negatively.
All interaction between organisations and their stakeholders, including the interaction that is
inherent in the service, products and communication that these organisations provide, results
in their brand images.
A holistic, integrated approach to communication has more chance of projecting a brand
image of integrity than does a range of separate messages.
Align messages from all sources
It is important to consider the following four message sources: planned, product, service and
unplanned messages.
Planned messages
Delivered through the traditional communication mix (marketing communication, PR and
marketing PR, sales promotion, direct marketing and personal selling), and are delivered
exactly as the organisation intends.
May be directed at customers as well as internal and other stakeholder audiences.
Have the least impact because they are perceived as biased.
Eg. An advertisement on television.
Product messages
Inferred from and comprise everything embedded in the product itself
Design, functionality, problems it may give, satisfaction from owning it, perceived value, and
the means of its acquisition and disposal.
Eg. Camera quality better than any other phone on the market is a unique selling point of new
phone’s latest handset.
2
UNIT 2: THE RATIONALE FOR INTEGRATING ORGNISATIONS’
COMMUNICATION
&
UNIT 3 : COMMUNICATION INTEGRATION PRINCIPLES AND PROCESSES
Definition
Communication integration is the cross- functional process of creating and nourishing strategically
determined relationships with stakeholders by controlling or influencing all messages to these groups
and engaging in purposeful dialogue with them.
Cross-functional process –
This involves the organisation as a whole, not restricted to one department (such as
communication or marketing) only
Creating and nourishing strategically determined relationships – This entails nurturing
relationships with entities that are determined as being necessary to the long-term success
of the organisation
Stakeholders – Communication integration has moved away from the traditional marketing
focus on customers only, to including a broader spectrum of interest groups
Controlling or influencing all messages – This entails actively managing messages not only
originating within the organisation but also those without
Engaging in purposeful dialogue – This entails a relational approach, where organisation and
stakeholder work together for mutual benefit
Factors giving rise to a need for integration
Several authors suggest that a number of factors led to the need for integration of organisational
communication.
Changes in the modern market place
The modern marketplace is characterised by a number of factors that favour an integrated
approach to organisational communication.
The availability of products and services in almost every category has increased to the extent
that there is a sense of product overload in the market. Few products offer tangible
differences, and innovations can be copied easily and cheaply.
Owing to the availability of so many brands that offer similar value, consumers are less loyal to
individual brands.
As products in similar price bands differ little in terms of quality, customers tend to buy based
on price.
Consumers have become more sophisticated in their knowledge of products and less trusting
of companies’ claims.
Commercial messages have saturated the market; consequently fewer such messages have a
genuine impact on the consumer.
As economies become more service-based and less product-based, the interpersonal
relationships that are required in service become increasingly important.
A growing societal demand for integrity in organisations
There is a growing societal demand for integrity in organisations of all kinds, be they
businesses, services or governmental organisations.
Each organisation is a brand that is perceived positively or negatively.
1
, All interaction between these organisations and their stakeholders, including the interaction
that is inherent in the service, products and communication that these organisations provide,
results in their brand images.
A holistic, integrated approach to communication has more chance of projecting a brand
image of integrity than does a range of separate messages.
Trends within organisations
A number of trends within organisations have increased their need for communication
integration.
As organisations grow, the number of departments in these organisations also grows, which
necessitates better coordination.
The existence of numerous functions dealing with communication in an organisation enhances
the possibility of conflicting messages being produced.
A central motivator in organisations, for example their mission, is often meaningless,
therefore staff are not motivated to achieve a unified goal.
The integration of marketing communication efforts has led to the integration of internal and
external organisational communication efforts.
Such integration has become a central theme in corporate and marketing communication, and
has expanded to encompass all commercial, external and internal messages generated by the
organisation.
In addition, new technologies have generated a range of communication opportunities that
were inconceivable in the early 1990s, but these are frequently misused and consequently of
little benefit.
Types of messages
There is a growing societal demand for integrity in organisations of all kinds.
Each organisation is a brand that is perceived positively or negatively.
All interaction between organisations and their stakeholders, including the interaction that is
inherent in the service, products and communication that these organisations provide, results
in their brand images.
A holistic, integrated approach to communication has more chance of projecting a brand
image of integrity than does a range of separate messages.
Align messages from all sources
It is important to consider the following four message sources: planned, product, service and
unplanned messages.
Planned messages
Delivered through the traditional communication mix (marketing communication, PR and
marketing PR, sales promotion, direct marketing and personal selling), and are delivered
exactly as the organisation intends.
May be directed at customers as well as internal and other stakeholder audiences.
Have the least impact because they are perceived as biased.
Eg. An advertisement on television.
Product messages
Inferred from and comprise everything embedded in the product itself
Design, functionality, problems it may give, satisfaction from owning it, perceived value, and
the means of its acquisition and disposal.
Eg. Camera quality better than any other phone on the market is a unique selling point of new
phone’s latest handset.
2
