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Public Relationship (Integrated Communication (Approaches to Integration,…
Public Relationship
Integrated Communication
Corporate Communication
The Body Corporate
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Corporate image
The immediate set of associations of an individual in response to one or more signals or messages from or about a particular organization at a single point in time
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Relationships
Stakeholder

- 横: Impact of the Stakeholders on the activity of Bank Millennium Group
从左到右 Low-Medium-High 横着是stakeholders对organization的影响
- 纵: Impact of bank Millennium Group on the Stakeholders
从下到上 Low-Medium-High 纵是organization对stakeholder的影响
- 左下角: 最low 两边互相影响力都最小: student, Business organizations
- 左上角: O 对 S 的影响大,S 对 O 的影响小
- 中间: O对S, S对O都是medium
- 右上角: 最High 两边的影响都很大: Employees, Customers, Shareholders
- 右下角: S 对O 的影响大, O 对S 的影响小
Drivers for Integration
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Communication-based drivers
communication的途径,message, effectiveness,media, technology
- Greater amount of message clutter
- Audience fragmentation碎片化,到处都有customers,不集中
- Increased message effectiveness through consistency and reinforcement of core messages
- Complementarity互补性 of media and media cost inflation
- Media multiplication requires control of communication channels
- Technological advancements
Organizational drivers
- Improved efficiency
- Increased accountability提升责任
- Provision of strategic direction and purpose through consolidation
通過合併提供戰略方向和目標
- Organizational positioning
- Organizational growth and complexity
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