Modern model of integrated corporate communication

2017

Introduction. This article presents an approach to the identification and definition of categories, components and elements that allow us to approach the study and practice of Corporate Communication Management as a strategic tool for achieving institutional objectives. Method. We conducted a literature review in order to identify the distinct contributions of different authors whose work relates to the study of Corporate Communication. Results. Contributions from different disciplines have produced varying conceptions of Corporate Communication, making its definition the product of individual interpretation and preventing objective understanding of its theoretical importance and practical application. Conclusion. In this regard, this article's purpose is to reflect on the analytical foundations and relationships between the contributions considered here, thus providing a proposed definition that enables Corporate Communication's application by academics, professionals and students interested in the subject.

RSUH/RGGU Bulletin. Series History. Philology. Cultural Studies. Oriental Studies, 2018

The modern information society dictates new requirements for tools and technologies of interaction in the global communication space. Corporate media play an important role in this process. New approaches to understanding the role of corporate media in brand journalism, the global focus of corporate communications in general, allow to realize the integrative nature of technologies of interaction with stakeholders in the development of the company's brand as a whole..

Purpose: To better understand the concept of communication in organizations through the comparison of definitions given by scholars from different business-related communication disciplines: marketing, public relations, organizational communication and corporate communication. Approach: A review of prevalent definitions in the four mentioned disciplines; discussion of communication aims, communication categorizations, theoretical background and innovations in each of these disciplines; and finally analysis of convergences and differences. Findings: All the disciplines considered in this study converge in looking at the entire communication of a business, adopting a relational perspective, valuing some intangible resources as outcomes of communication. They highlight also some nuanced differences. Research implications: Higher value should be attached to research results in the communication field that come from considering multiple points of view, because each discipline contributes specific connotations to the comprehension of communication. Originality/value: The paper compares some business-related communication disciplines and considers each as independent while benefiting from cross-fertilization. The multiple points of view allow a multidisciplinary approach and the awareness of the polysemic nature of communication.

2016

The first international scientific conference Communication Management Forum, on the basis of which the proceedings Reconciling the Traditional and Contemporary: The New Integrated Communication was published, was held on 8 and 9 May 2015 in Zagreb, Croatia. It was organized by the Edward Bernays College of Communication Management along with its partners. The proceedings Reconciling the Traditional and Contemporary: the New Integrated Communication consists of 38 scientific papers written in English that, according to Damir Jugo (2015, p. 2), one of the editors, include "practical examples, scientific analyses, case studies and a range of applicable research" related to public relations and the importance of strategic communication, trends related to digitalization of society and to internal and external communication of different institutions. The proceedings were edited by Dejan Verčič, Damir Jugo and Lana Ciboci. The papers have been divided into four sections: Public Relations and Strategic Communication, Management and Marketing, Media and New Media Communication and Interdisciplinary Communication. The first section, Public Relations and Strategic Communication, consists of ten papers, and the first one is written by Damir Jugo, Mario Aunedi Medek and Lovorka Mihanović. Their paper, Strategic Communication in Culture: Analysis and Communication Recommendations for Croatian National Theatre in Zagreb, compares the communication practices of the Opera to the attitudes and opinions of the audience attending the Opera, and provides possible suggestions for its further communication. The second paper in this section, Lobbying and Public Relations: Overlapping of Two Different Professions, is written by Damir Jugo, Dubravko Miholić and Ivica Žigić. This paper provides an analysis of the perspectives and differences between public relations and lobbying regarding its definitions, tools and techniques. The paper Changes of the Informal Internal Communication in the Example of the Political Academy of the Croatian Statehood Foundation 2007-2015 is written by Kristijan Sedak, Anemarija Dijanić and Ivan Jurišić. The paper shows changes in the use of communication tools among students and towards their lecturers. Instead of using traditional methods and tools, according to the authors (Sedak, Dijanić, Jurišić, 2015, p. 38), students use social networks and mobile applications in order to exchange messages, photographs or video material. The paper Communication Shifts in Croatian Banking Industry: Comparison of the Early-Crisis Year 2009 and Full Crisis-Hit Year 2012 is written by Igor Vukasović, Snježana Barić Šelmić and Gordan Ivan Šojat. As stated by these authors, "the paper focuses on the shifts in communication of three commercial banks in Croatia, comparing their communication activities and the 125 125 RECONCILING THE TRADITIONAL AND CONTEMPORARY: THE NEW INTEGRATED COMMUNICATION DEJAN VERČIČ, DAMIR JUGO, LANA CIBOCI (Eds.) media coverage in what is seen as the first crisis year of 2009 and the crisis hit year of 2012. The authors analyze banks' public relations and integrated marketing communication activities through media coverage and reporting in two Croatian newspapers and argue that a communication shift occurred in the banking industry" (Vukasović, Barić Šelmić, Šojat, 2015, p. 56). The paper Credibility of Media Reporting in Crisis Communications. The Case of Croatia Airlines' Aircraft Emergency Landing is written by Ksenija Žlof and Tihana Ela Kružić. This paper focuses on the emergency landing of Croatia Airlines' aircraft, and the authors analyzed whether a negative event could generate a positive media image. Using the qualitative and quantitative method of content analysis, the authors confirmed their hypothesis. In the paper External Communication of CSR among Top 100 Croatian Companies, Ana Smoljo Josić and Mateja Terek (2015, p. 104) state that "companies should combine traditional internal and external communication channels and social media to establish dialogue, gain credibility and engage their stakeholders" in order to communicate their CSR activities, but they have found that "companies most commonly use one-way communication through press releases and corporate web pages, while CSR reporting is still not considered as common good practice". In their paper Implementing Framing in Public Relations: Reporting on Climate Change as an Example, Hrvoje Jakopović and Božo Skoko focus on "public relations and lobbying, and their role in the creation of the frames used in climate change reports" (Jakopović, Skoko, 2015, p. 123). The eighth paper, Strategies and Challenges of Ecclesiastic Communication-Press Office of the Archdiocese of Zagreb, is written by Daniel Labaš and Davor Trbušić. In this paper, the authors analyzed and presented the efforts of the Press Office of the Archdiocese of Zagreb, the department in charge of media communication and activities, and the integration of different elements of modern public relations into the communication of the Church. The aim of the paper Possibilities of PR in the Development of Scientific Tourism, written by Marta Takahashi and Maja Banovac Barić, is to reveal that scientific tourism in Croatia is perceived as an important part of the Croatian economy and how communications experts can contribute to its growth. In their paper Employee Perspective: Connection between Internal Communication and Employee Engagement, Ana Mulović and Boška Trbojević reflected on the continuous and consistent internal communication in the process of building employee engagement. They also stated that many successful companies and organizations spend considerable amounts of their resources in order to improve employee engagement.

Introduction. This article presents an approach to the identification and definition of categories, components and elements that allow us to approach the study and practice of Corporate Communication Management as a strategic tool for achieving institutional objectives. Method. We conducted a literature review in order to identify the distinct contributions of different authors whose work relates to the study of Corporate Communication. Results. Contributions from different disciplines have produced varying conceptions of Corporate Communication, making its definition the product of individual interpretation and preventing objective understanding of its theoretical importance and practical application. Conclusion. In this regard, this article’s purpose is to reflect on the analytical foundations and relationships between the contributions considered here, thus providing a proposed definition that enables Corporate Communication’s application by academics, professionals and students interested in the subject.

Communicare: Journal for Communication Studies in Africa, 2022

Contents Volume 19(2)-December 2000 Editorial information Call forpapers Guidelines for submission of articles Editorial Research articles B. Steyn Model for developing corporate communication strategy A. Leonard U. Stroh Transcending diversity: The communication manager as ethical/moral ombudsperson i n the postmodern organisational setting 3 5. Verwey Public relations: A new professionalism for a new millennium? Last word M. Roodt The new age and conventional communication Research forum Editorial: The changing face of public relations Editorial I n the previous editorial reference was made t o the fact that change will remain the guiding force as we move into the first decade of the new millennium. This issue of Communicare is devoted to the impact that challenges that are brought about as a result of the digital revolution and increasing globalisation w i l l have on the profession and practice of public relations. I t is clear that public relations has reached a significant turning point i n i t s evolution as a profession and that the future o f the profession depends on how well it adapts t o changes i n the new media environment and t o shifts i n economic, social and business paradigms. I n today's highly competitive business environment, with the growing influence of consumer activism on business behaviour and more public attention focussed on business actions and their consequences than ever before, public relations has the opportunity t o become one o f the key management disciplines o f the future. vi Communicare 19(2)-December 2000 professional conduct. It can not be begged, borrowed or stolen. In future, it will only be the ability of PR professionals to develop an ethical and value driven purpose and action that will foster increased recognition of their leadership role.

Ecoforum, 2016

This paper aims to provide, on the one hand, a conceptual framework of the importance that integrated marketing communication has acquired today and, on the other hand to outline an overview of the main communication tools used in Social Media.. The methodology used was the literrature review. The main conclusions of this study show that marketing communication environment has changed greatly. Technology and the Internet have fundamentally changed the way people and businesses communicate and interact. Integrated marketing communication is the means by which companies inform, persuade and remind consumers, directly or indirectly, on the products and / or services they market. Consequently, integrated marketing communication has become a fundamental aspect, a business vision and an essential factor in the success of marketing activity. Most of today's businesses are achieved through digital networks that are designed to connect people and companies. The online environment has fun...

Communication is the nervous system of an organization. It keeps the members of the organization informed about the internal and external happenings relevant to a task and of interest to the organizationalobjectives. It is the process of influencing the action of a person or a group. It is a process of meaningful interaction among human beings to initiate,execute,accomplish or prevent certain actions. Communication is the lifeblood of an organization. Without communication an organization is lifeless and its existence is in danger. The term communication has been derived from the Latin word " communist" means common. The communication means to inform , to tell , to show or to spread information. It may be interpreted aqs interchange of thoughts or information to bring about understanding and confidence for a good industrial relations. It brings about unity of purpose , interest and efforts in an organization. 2: Objectives of study: a) To see the meaning of communication and digital communication. b) To study the types and means of communication & growth. c) To study the advantages of communication. 3 Research Methodology: Information for the present study is collected mainly from secondary sources and observation. Different books, journals, newspapers ,websites and other material are being consulted to get the information regarding the topic.. 4: Observation: A) Meaning of Communication: There are number of definitions of the term communication. 1) "Communication is the transfer of information from one person to another whether or not it elicits confidence"-Knoontz and O Donell. 2) " The process of passing information and understanding from one person to another. It is essentially a bridge of meaning between people by using the bridge of meaning a person can safely cross the river of misunderstanding.-Davis. Or in simple word "Communication means the transmission of information, ideas, emotions, skills by use of symbols, pictures, figures or graphs." 3) Digital communication: Digital communication means electronic transmission of information that has been encoded digitally. B) Types & means of communication: Basically organizations engage in two types of communication i.e. Internal and external communication. Internal communication comprises of such things as personal matters, the moral of the company, employees, their motivation and in general the control of the flow of information within the company

2000

The problem addressed in this research is twofold. Firstly, corporate communication managers are not participating in high-level strategy formulation, contributing towards organisational effectiveness (Steyn, 2002; 2003a). Secondly, corporate communication managers are criticised for an inability to manage assigned resources efficiently (Muzi Falconi, 2004) and to evaluate their activities. With regards to the first sub-problem, Steyn & Puth (2000:9) state that the corporate communication function seems to be unable to break through the strategy barrier to the higher levels of strategic thinking and conceptualisation. The major constraint is not a matter of structure, as often claimed by corporate communication practitioners. It is not because of its location that corporate communication is precluded from strategic activities. Rather, it is because of its practitioners' inability to think and function strategically that corporate communication is located at lower organisational levels. This view is supported by other authors in the public relations literature. After conducting a study on the professional views of corporate communication practitioners in the Netherlands, Van Ruler (1997:263) concludes that practitioners are not able to cope with abstract strategic planning practices. Tibble (1997:357) is of the opinion that the word strategy is "used very sloppy" and is "bandied around like a mantra," but contains little of substance. The main thrust of his thinking is that few practitioners understand the meaning of strategy. Although practitioners provide counsel and advice to senior management regarding communication-related problems, they rarely participate directly at the corporate and business levels (Moss, Warnaby & Newman, 2000:299). In most instances, the corporate communication function is seen as being peripheral to policy and strategy formulation, not a legitimate part thereof. This might be because the way that it is practised, reduces it to nothing more than communications, meaning the exchange or transmission of information (Budd, 1991). Its practitioners are not there when decisions need to be taken about what must be done to adapt the organisation to its environment (Neubauer, 1997). According to Broom & Dozier (in Ledingham & Bruning, 2000), the contribution of corporate communication/public relations to the achievement of corporate goals is still a mystery to many. FIGURE 7: REVISED CONTENTS OF THE MODEL FOR DEVELOPING CORPORATE COMMUNICATION STRATEGY COPYRIGHT RESERVED Digital Management AG Switzerland Overview of the Plan Type 'Corporate Communication Strategy' Corporate communication strategy is conceptualised as a functional strategy at the middle management level, providing focus and direction to the corporate communication function by acting as a framework for communication plans to be developed. It makes the corporate communication function relevant in the strategic management process by providing the link between the organisational mission and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior communication practitioners and top managers taking strategic decisions with regard to the identification and management of, and communication with, strategic stakeholders. This process includes the following (Digital Management, 2004): Step 1: Reassess the corporate communication mission. Step 2: Analyse the environment, identify issues and set (corporate communication) goals and themes. Step 3: Analyse all communication channels. Step 4: Develop communication policy. Step 1: Reassess the corporate communication mission Formulating a mission statement for the corporate communication function is an important point of departure for strategy formulation on a functional level. Formulating a mission enables all members of the corporate communication team to have a shared understanding of the function's purpose or reason for existence (Digital Management, 2004).

The theory and practice of corporate communication is usually driven by other disciplinary concerns than the field of organizational communication. However, its particular mind-set focusing on wholeness and consistency in corporate messages increasingly influence the domain of contemporary organizational communication as well. We provide a formative and critical review of research on corporate communication as a platform for highlighting crucial intersections with select research traditions in organizational communication to argue for a greater integration between these two areas of research. Following this review, we relax the assumptions underlying traditional corporate communication research and show how these dimensions interact in organizational and communication analysis, thus, demonstrating the potential for a greater cross-fertilization between the two areas of research. This cross-fertilization, as we will illustrate, enriches the theorization of corporate and organizational communication and may better link micro-and macro level analyses.