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 forms the foundation of every organisation, shaping how people
interact, how plans are executed, and how relationships with stakeholders are
established and maintained. In the modern business world, communication has grown
beyond simple message transmission and has become a strategic resource that
strengthens competitiveness. According to Barker and Angelopulo (2013),
communication extends beyond transferring meaning; it is also about aligning
organisational objectives, shaping corporate identity, and building stakeholder trust.
This assignment explores important dimensions of communication within organisations.
Question 1 discusses six major areas of communication that, although distinct, often
overlap in practical settings. Question 2 examines the link between communication and
organisational strategy, emphasising its role in supporting and driving strategic
objectives. Question 3 focuses on communication integration, highlighting practical
methods of managing integration alongside Van Riel’s perspectives on corporate
identity. Question 4 looks into how integrated communication can be measured,
presenting relevant models and explaining the communicator’s responsibility in
implementing and assessing integration efforts. Collectively, the assignment illustrates
that communication is vital to organisational performance, stakeholder involvement, and
long-term success.
Question 1: Communication and the Organisation (30 Marks)
Communication is an essential organisational function that determines how people,
groups, and institutions share information, interact, and construct meaning. Barker and
Angelopulo (2013) identify several branches of communication which, though different
in their focus, frequently intersect in practice. Each branch makes a unique contribution
to the effectiveness of the organisation. Six of these fields are discussed below:
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 forms the foundation of every organisation, shaping how people
interact, how plans are executed, and how relationships with stakeholders are
established and maintained. In the modern business world, communication has grown
beyond simple message transmission and has become a strategic resource that
strengthens competitiveness. According to Barker and Angelopulo (2013),
communication extends beyond transferring meaning; it is also about aligning
organisational objectives, shaping corporate identity, and building stakeholder trust.
This assignment explores important dimensions of communication within organisations.
Question 1 discusses six major areas of communication that, although distinct, often
overlap in practical settings. Question 2 examines the link between communication and
organisational strategy, emphasising its role in supporting and driving strategic
objectives. Question 3 focuses on communication integration, highlighting practical
methods of managing integration alongside Van Riel’s perspectives on corporate
identity. Question 4 looks into how integrated communication can be measured,
presenting relevant models and explaining the communicator’s responsibility in
implementing and assessing integration efforts. Collectively, the assignment illustrates
that communication is vital to organisational performance, stakeholder involvement, and
long-term success.
Question 1: Communication and the Organisation (30 Marks)
Communication is an essential organisational function that determines how people,
groups, and institutions share information, interact, and construct meaning. Barker and
Angelopulo (2013) identify several branches of communication which, though different
in their focus, frequently intersect in practice. Each branch makes a unique contribution
to the effectiveness of the organisation. Six of these fields are discussed below:
