COM2602 Assignment 1 Semester 2 2025 | ANSWERS

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