book integrated communication -slides

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

http://www.elevenpub.com/social-sciences/catalogus/integrated-communication-4

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


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


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


Changing views on communication

Complexity: increase in scale dependencies and dynamics

Network approach


Why do we/ organizations plan?

Who/ on what level of the organizations?


Trends in planning

Turbulence in the environment Scenarios Flexibility A less long term

Planning as a communication tool Internal dialogue about aims Participative planning


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

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



Planning & alignment

At the central level: direction in which the organization is to move

Decentralized levels:

taking into account developments in social environment & markets


Communication goals for organizations

To strengthen: Reputation & cooperation

(concern communication)

Involvement of personnel(internal communication)

Positioning of products & services(marketing communication)


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


Common starting points

Methods of working Platform House style Identity structures


Identity structures

Monolithic (organisation dominant)

Umbrella (unit/ brand mentioned, organisation dominant)

Endorsed (brand/ unit dominant, organisation mentioned)

Branded (brand dominant)


Planning:

Levels of policymaking

Organizational policy Broad, strategic

Communication policy Policy plans, annual plans and budgets

Projects Project plans


What is different?

Communication policy plans

Communication project plan


The planning cycle (similar on 3 levels)

analysis

evaluation planning

implementation

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




- Concern communication- Areas within this domainBook chapter 2


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?


Areas within concern communication:

Media contacts Public affairs and lobby Financial communication Sponsoring Sustainability Communication in the job market Issue management Crisis communication


Media contacts

Monitor publicity and maintain contacts with journalists

Prepare statements Press releases, press conferences Answer questions of journalists Advise spokespeople


Journalistic codes

Embargorequest not to publish before ..

Off-the-recordbackground not quoted as a source

avoid


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


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


2 interview techniques:

Confront Suggestive Circle Interrupt

- - - - - - - - - - - - - - - - - - - Ask why Use silence Meta-communication Conclude


Public affairs

Strategic policy making with regard to governments and politics, pressure groups

Lobby: facts and experiences


Financial communication

Investors, private and institutional Stock brokers and banks Stock exchange Financial analysts and investment

consultants Financial journalists

Regulations demand precision and timing


30



- Internal communication

- Book chapter 3


Functions of internal communication

Inform about the primary process and facilitate exchange

Explain the company policy, motivate and involve

Implement change processes


Communication flows

Line communication• along hierarchical lines

Parallel communication• from one central point

Vertical, horizontal and diagonal communication

Formal and informal communication


Line communication

Middle management

Top management

Operational staff


Question:Communication flows

Give an example within our institute of: Line communication Parallel communication Vertical communication Horizontal communication Diagonal communication Formal communication Informal communication


Change processes

Cultural change Change of working method Reorganisation


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”

‘We culture’ Let’s do it together

37

‘Me culture’Everyone fetches for himself

38

‘It culture’A procedure for everything

39


Stages in a change process Latent stage Problem recognition stage Implementation stage Habituation stage Structural stage

Key words: uncertainties resistance

Integrated communication - 41



- Connection with marketing policy, objectives

- Push & pull, positioning, concepts

Book chapter 4

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

44Integrated communication, -

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.

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)


Question:positioning

A chain of garden centres wants advice.

Which characteristics, consequences and values can it use?

(Also see figure 4.6)


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


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


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



- Communication research (chapter 6)

- Organization of communication (chapter 7)



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


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


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


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)


Position

BUs

with decentr.comm.comm.

Centralcommunication dept.Internal andconcern comm.

Finance, etc.Personnel Internal services

marketing and mark.comm.

Board of directors


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

book integrated communication -slides

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