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6) Principles of Communication Integration (4) Make integration a…
6) Principles of Communication Integration
1) Market orientation
"A market orientation is a way of thinking and organising in which the needs of the organisation's key stakeholders are held as the starting point of all decisions and actions" (Angelopulo and Barker, 2013:44)
It ensures that the organisation remains market orientated
identifies customer needs
aligns attempts to meet the needs
maintains dialogue with stakeholders
Rebecca van der Mescht - 19004689
2) Align messages with source
Planned messages
are directed at customers and internal stakeholders. They are also transmitted in a way that reaches the customers. Ensure that they are aligned with the brand.
Product messages
are messages regarding the product. This includes the products design and the functionality of the product, as well as how orders can be placed.
Service messages
deal with the behaviour of the organisation, including staff, agents and products.
Unplanned messages
are external factors beyond, and out of reach from, the organisations control. For example, rumours and word of mouth.
Jessica Kable - 19333367
3) Implement through organisation
Locatoin of orgnisations mission
domain of the organisations dominent decision makers and senior management
clear understanding of mission
clear understanding of customer stakeholder needs
strategy must be in line with mission and market means
Location of organisations
usually occurs at managerial level
managers effectively translate strategy into operational requirements of development
understand how each group contributes toward delivery of service and product
keep in touch with producers and suppliers
External communication are planned and executed:
done by pr or marketing
have insight into orgs communication aims and strategy
undertsnad customer needs and products and services
Service delivery:
point of contact between customer and organisation
herein communication must meet or exceed customers exoectations
present the product or service offering as a seamless entity
Stakeholder expectation:
External stakeholders are primary focus
wants and needs of stakeholders
actual and perceived experiences
unsolicited communication
the organisations image
the organisations planned image
Chrismari van der Merwe - 19001646
4) Make integration a strategic move
Customer feedback is opportunity for growth and integrating their needs into organisational planning
CSR ensure that every function of the organisation is aligned with triple bottom line
Ensure consistency and integrity aligns with mission and value of the brand
SWOT analysis
Stakeholder perceptions of public relations determine the long term value of the brand
Interlinking expertise, knowledge and information across the breadth of the organisation. Selecting strengths and weaknesses to be applied in the most appropriate way
Maintain customer relationships
Understanding integration so that the company and brand are seen from a holistic perspective
Information on customer feedback should be collected and anlaysed to develop relationships
Jessica Kable - 19333367
5) Recognise limitations of integration
Pitfalls that can limit the success of an organisation's communication and its integration
Integration lies with the receiver, not the organisation:
Deals with how the stakeholder interprets the message
Stakeholder interpreations are subjective
Absence of communication:
Silence can have negative effects on the organisation, particularly during a crisis
stakeholders may view the organisation as untrustworthy
The illusion of control:
The ability for organisations to control all of the factors involved is limited
People will aqcuire different perspectives of the organisation and the organisation has little control over alternative message sources
The time perspective of various types of communication: understanding the difference between long-term and short-term communication and the impact that it will have on the organisation
The impact of unplanned communication:
to see if the messages are appropriate within the stakeholders expectations taking into consideration culture contexts
Alexa Evans - 19001489
Reference List:
Angelopulo, G. and Barker, R. 2013. Integrated Organisational Communication.
2nd Edition ed. Cape Town: Juta & Company Ltd.