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Integrated communication 1
Integrated communication
Slides for the book by Vos & Schoemaker (Eleven publishing) www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#
- Introduction, Integrated communication
- Planning
Book: introduction, chapter 1+7
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2Integrated communication
Introduction:
Management functionwithin an organization
Responsible for communication processes initiated by the organization
To promote a sustainable interaction between an organization and its stakeholders
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Integrated communication 3
Integrated communication: 2 aspects
Synergy / cohesion / alignment on all levels...
Social orientation (approach) One-sided (top-down) or two-sided Whose interests dominate?
-> Responsiveness/ coproduction
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Integrated communication 4
Integrated communication: 3 levels
Micro level (activities) coordination within project or domain >
receiver or user orientation/ stakeholder Meso level (in com policy)
Cohesion between com domains > diverse publics & markets
Macro level embedded in organisation
& value chain > societal responsibility
comm. means
comm.fields
organisational policy
environment
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Integrated communication 5
Changing views on communication
Complexity: increase in scale dependencies and dynamics
Network approach
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Integrated communication 6
Why do we/ organizations plan?
Who/ on what level of the organizations?
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Integrated communication 7
Trends in planning
Turbulence in the environment Scenarios Flexibility A less long term
Planning as a communication tool Internal dialogue about aims Participative planning
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Integrated communication 8
Uncertainties
Planning: a way to get grip on uncertainties Some scenarios offer high uncertainty but
also high return -> portfolio Planning as an ongoing process Creativity and planning: brainstorms,
knowledge and choices A plan to discuss OR make after discussion
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Interactive policymaking
Problem solving by using input of all involved: e.g. citizens on traffic and safety in their
neighbourhood, or renovating the station area Communication in an early stage as input
for decisionmaking Not just to explain regulations decided on, but to
make better regulations
Integrated communication 9
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Integrated communication 10
Planning & alignment
At the central level: direction in which the organization is to move
Decentralized levels:
taking into account developments in social environment & markets
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Integrated communication 11
Communication goals for organizations
To strengthen: Reputation & cooperation
(concern communication)
Involvement of personnel(internal communication)
Positioning of products & services(marketing communication)
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Integrated communication 12
Systems model
input throughput output
! people,
assets and
information
! problem
acknowledgement
! production
process
! policy making
! products and services
! implementation and control
! (non-)profit-
organisaties
! governmental
organisations
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Integrated communication 13
Common starting points
Methods of working Platform House style Identity structures
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Integrated communication 14
Identity structures
Monolithic (organisation dominant)
Umbrella (unit/ brand mentioned, organisation dominant)
Endorsed (brand/ unit dominant, organisation mentioned)
Branded (brand dominant)
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Integrated communication 15
Planning:
Levels of policymaking
Organizational policy Broad, strategic
Communication policy Policy plans, annual plans and budgets
Projects Project plans
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Integrated communication 16
What is different?
Communication policy plans
Communication project plan
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Integrated communication 17
The planning cycle (similar on 3 levels)
analysis
evaluation planning
implementation
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18
analysis environment
mission
analysis communication policy
generic communication
objectives and
strategies
evaluation
evaluation organizational objectives
analysis communication project/activity
evaluation specific goals and
strategiestrategies
implementation
generic strategies
organization plan
communication plan
in-/external
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Integrated communication 19
Integrated communication
Slides for the book by Vos & Schoemaker (Eleven publishing) www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#
- Concern communication- Areas within this domainBook chapter 2
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Integrated communication 20
Relationships / linkages (Esman)
Functional e.g. employees, customers Preconditional government, shareholders Normative e.g. trade/ sector organizations Diffuse e.g. people in neighbourhood
Which belong to concern communication?
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Integrated communication 21
Areas within concern communication:
Media contacts Public affairs and lobby Financial communication Sponsoring Sustainability Communication in the job market Issue management Crisis communication
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Integrated communication 22
Media contacts
Monitor publicity and maintain contacts with journalists
Prepare statements Press releases, press conferences Answer questions of journalists Advise spokespeople
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23
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Integrated communication 24
Journalistic codes
Embargorequest not to publish before ..
Off-the-recordbackground not quoted as a source
avoid
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Integrated communication 25
The two-step answerwhen a question is suggestive or confronting and based on wrong info
First part of answer Make explicit the suggestion and
deny it in a friendly way Second part of answer
Connect to your message
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Integrated communication 26
Interview prep
Which positive questions to expect? Which critical questions? What is the key message?
Time answers:
e.g. 1 sentence, with a why or example
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Integrated communication 27
2 interview techniques:
Confront Suggestive Circle Interrupt
- - - - - - - - - - - - - - - - - - - Ask why Use silence Meta-communication Conclude
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Integrated communication 28
Public affairs
Strategic policy making with regard to governments and politics, pressure groups
Lobby: facts and experiences
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Integrated communication 29
Financial communication
Investors, private and institutional Stock brokers and banks Stock exchange Financial analysts and investment
consultants Financial journalists
Regulations demand precision and timing
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Integrated communication
30
Integrated communication
Slides for the book by Vos & Schoemaker (Eleven publishing) www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#
- Internal communication
- Book chapter 3
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Integrated communication 31
Functions of internal communication
Inform about the primary process and facilitate exchange
Explain the company policy, motivate and involve
Implement change processes
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Integrated communication 32
Communication flows
Line communication• along hierarchical lines
Parallel communication• from one central point
Vertical, horizontal and diagonal communication
Formal and informal communication
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Integrated communication 33
Line communication
Middle management
Top management
Operational staff
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Integrated communication 34
Question:Communication flows
Give an example within our institute of: Line communication Parallel communication Vertical communication Horizontal communication Diagonal communication Formal communication Informal communication
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Integrated communication 35
Change processes
Cultural change Change of working method Reorganisation
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Integrated communication 36
Question:which change process?
“We will get a quality certificate” “We will merge with another
organisation” “We don’t compete with other
departments, we cooperate efficiently”
“We want to be a client centered company”
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‘We culture’ Let’s do it together
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‘Me culture’Everyone fetches for himself
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‘It culture’A procedure for everything
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Integrated communication 40
Stages in a change process Latent stage Problem recognition stage Implementation stage Habituation stage Structural stage
Key words: uncertainties resistance
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Integrated communication - 41
Integrated communication
Slides for the book by Vos & Schoemaker (Eleven publishing) www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#
- Connection with marketing policy, objectives
- Push & pull, positioning, concepts
Book chapter 4
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42
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Integrated comm unication - 43
Objectives of marketing communication Category need Brand awareness
brand recall/ recognition knowledge about the brand
Brand attitude & loyalty emotional or rational aspects
Intention to buy related to other instruments of the
marketing mix
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44Integrated communication, -
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45Integrated communication, -
Question:
The next communication activity fits a push or a pull strategy. Which one?
The whiskey brand Johnny Walker distributed invitations via liquor stores to participate in a sports event in Scotland. There were premiums for the shopkeepers.
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46Integrated communication -
Positioning
Characteristics of a product physical or psychosocial
(e.g. car with xenon or bluetooth) Consequences of use
functional or psychosocial(car fits regulations or is safe)
Values Instrumental or end values
(car fits lifestyle or ideals)
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47Integrated communication -
Question:positioning
A chain of garden centres wants advice.
Which characteristics, consequences and values can it use?
(Also see figure 4.6)
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48Integrated communication -
Towards the creative concept Positioning
Main characteristics, consequences or values -> milk is healthy
Proposition What does this mean for the consumer?
-> milk gives you energy
Creative concept (effect, association, explanation, comparison) Creative translation -> Milk makes you fly
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49Integrated communication -
Advertising can reinforce existing attitudes/ habits remind of a need (rather than create) remember and reassure but not strong to built relations, change
behaviour, etc....
High and low involvement: Think-feel-do Feel-think-do Do-think-feel Do-feel-think
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50Integrated communication -
Integrated ...
Integrated marketing communication• Within a campaign
Integrated marketing• Marketing mix > product, price, place, promotion• Within the organization
Integrated communication On all levels (activities, domains, organization)
Where we meet: branding, relationships
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Integrated communication
Slides for the book by Vos & Schoemaker (Eleven publishing) www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#
- Communication research (chapter 6)
- Organization of communication (chapter 7)
Integrated communication 51
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Integrated communication 52
Communication research
Environmental e.g. issues and trends market
Relation environment and organization or products e.g. reputation & image, field of forces,
internal audits Communication processes
e.g. effect studies and pretests
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Integrated communication 53
Research in the policy cycle Analysis
e.g. customer satisfaction Planning (obj & strat)
e.g. strategy simulation, media and advertising reach studies
Implementation e.g. concept study, pretest
Evaluation e.g. process evaluation, appreciation and
effect measurement
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Integrated communication 54
Some methods more or less formal, qualitative/ quantitative
Monitoring• Desk research, secondary analysis of statistical data• Environmental forcasting, Delphi method, scenario
discussions, boundary spanners
Internal audits• Mapping internal communication structure, triangulation
Brand equity• Brand monitor, tracking; value• Qualitative analysis of trends, issues
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Integrated communication 55
Communication means Content analysis
Issue dossiers with news items Social media
Concept testing Tryout in early stage, story board
Pretests Tryout by text analysis;
plus-and-minus method Appreciation, effect, observation
Evaluation Process, appreciation Effect (objectives reached)
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Integrated communication 56
Position
BUs
with decentr.comm.comm.
Centralcommunication dept.Internal andconcern comm.
Finance, etc.Personnel Internal services
marketing and mark.comm.
Board of directors
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Integrated communication 57
Internal and external experts Central staff department
At the level of the holding (corporate communication)
And/or at the level of the business units
Outsourcing Full-service or specialised Consultancy or agency PR/ communication or more broad as
business consulting