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Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
Book integrated communication -slides
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Book integrated communication -slides

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The authors of 'Integrated communication: concern, internal and marketing communication' made these slides available for higher education institutes using this book by Vos & Schoemaker, Eleven …

The authors of 'Integrated communication: concern, internal and marketing communication' made these slides available for higher education institutes using this book by Vos & Schoemaker, Eleven Publishing http://www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#

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  • 1. IntegratedcommunicationSlides for the book by Vos & Schoemaker (Eleven publishing)www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#- Introduction, Integrated communication- PlanningBook: introduction, chapter 1+7 Integrated communication 1
  • 2. 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
  • 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 Integrated communication 3
  • 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 co m m . m ea ns & value chain co m m .field s > societal responsibility or gani sati ona l po licy en viro nm ent Integrated communication 4
  • 5. Changing views on communication Complexity:  increase in scale  dependencies and  dynamics Network approach Integrated communication 5
  • 6. Why do we/ organizations plan?Who/ on what level of theorganizations? Integrated communication 6
  • 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 Integrated communication 7
  • 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 Integrated communication 8
  • 9. 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
  • 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 Integrated communication 10
  • 11. Communication goals fororganizationsTo strengthen: Reputation & cooperation (concern communication) Involvement of personnel (internal communication) Positioning of products & services (marketing communication) Integrated communication 11
  • 12. Systems model in put throu ghp ut ou tp ut ! peo ple , ! pro duc tion ! (no n-)p rofit- ! pro duc ts asse ts and proc es s and orga nis atie s serv ices info rm ation ! pro blem ! polic y m a king ! im ple m enta tion ! gove rnm e nta l and co ntro l ackn owle dge m ent orga nis atio ns Integrated communication 12
  • 13. Common starting points Methods of working Platform House style Identity structures Integrated communication 13
  • 14. Identity structures Monolithic (organisation dominant) Umbrella (unit/ brand mentioned, organisation dominant) Endorsed (brand/ unit dominant, organisation mentioned) Branded (brand dominant) Integrated communication 14
  • 15. Planning:Levels of policymaking Organizational policy  Broad, strategic Communication policy  Policy plans, annual plans and budgets Projects  Project plans Integrated communication 15
  • 16. What is different? Communication policy plans Communication project plan Integrated communication 16
  • 17. The planning cycle (similar on 3 levels) an a ly s ise v a lu a tio n p la n n in g im p le m en t a tio n Integrated communication 17
  • 18. an alys is e nv ir o nm en t in- /ex te r nal m is sio nev alua tion or g an iz ation al ob jec tiv es ge ne r ic str ate gies or g an iz ation plan an alys is c om m un ic ation polic y ge ne r ic co m m u nica tio nev alua tion ob jec tiv es an d s tr a te gies c om m u nica tion p lan an alys is c om m un ic ation pr oje ct/ac tivityev alua tion s pec ific go als and s tr a te gie gies 18 im p lem en ta tion
  • 19. IntegratedcommunicationSlides 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 Integrated communication 19
  • 20. Relationships / linkages (Esman) Functional e.g. employees, customers Preconditional government, shareholders Normative e.g. trade/ sector organizations Diffuse e.g. people in neighbourhoodWhich belong to concern communication? Integrated communication 20
  • 21. Areas within concern communication: Media contacts Public affairs and lobby Financial communication Sponsoring Sustainability Communication in the job market Issue management Crisis communication Integrated communication 21
  • 22. Media contacts Monitor publicity and maintain contacts with journalists Prepare statements Press releases, press conferences Answer questions of journalists Advise spokespeople Integrated communication 22
  • 23. 23
  • 24. Journalistic codes Embargo request not to publish before .. Off-the-record background not quoted as a source avoid Integrated communication 24
  • 25. The two-step answerwhen a question is suggestive or confrontingand 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 Integrated communication 25
  • 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 Integrated communication 26
  • 27. 2 interview techniques: Confront Suggestive Circle Interrupt------------------- Ask why Use silence Meta-communication Conclude Integrated communication 27
  • 28. Public affairs Strategic policy making with regard to governments and politics, pressure groups Lobby: facts and experiences Integrated communication 28
  • 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 Integrated communication 29
  • 30. Integrated communicationSlides for the book by Vos & Schoemaker (Eleven publishing)www.elevenpub.com/social-sciences/catalogus/integrated-communication-4#- Internal communication- Book chapter 3 Integrated communication 30
  • 31. Functions of internalcommunication Inform about the primary process and facilitate exchange Explain the company policy, motivate and involve Implement change processes Integrated communication 31
  • 32. Communication flows Line communication • along hierarchical lines Parallel communication • from one central point Vertical, horizontal and diagonal communication Formal and informal communication Integrated communication 32
  • 33. Line communication To p m an agem ent M id d le m a n a g e m e n t O p e r a ti o n a l s t a f f Integrated communication 33
  • 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 Integrated communication 34
  • 35. Change processes Cultural change Change of working method Reorganisation Integrated communication 35
  • 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” Integrated communication 36
  • 37. ‘We culture’Let’s do it together 37
  • 38. ‘Me culture’Everyone fetches for himself 38
  • 39. ‘It culture’A procedure for everything 39
  • 40. Stages in a change process Latent stage Problem recognition stage Implementation stage Habituation stage Structural stageKey words:  uncertainties  resistance Integrated communication 40
  • 41. IntegratedcommunicationSlides 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, conceptsBook chapter 4 41 Integrated communication -
  • 42. 42
  • 43. Objectives of marketingcommunication 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 43 Integrated comm unication -
  • 44. 44Integrated communication, -
  • 45. Question:The next communication activity fits apush 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. 45 Integrated communication, -
  • 46. 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) 46 Integrated communication -
  • 47. Question:positioning A chain of garden centres wants advice. Which characteristics, consequences and values can it use?(Also see figure 4.6) 47 Integrated communication -
  • 48. 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 48 Integrated communication -
  • 49. 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 49 Integrated communication -
  • 50. 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 50 Integrated communication -
  • 51. IntegratedcommunicationSlides 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
  • 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 Integrated communication 52
  • 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 Integrated communication 53
  • 54. Some methodsmore 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 Integrated communication 54
  • 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) Integrated communication 55
  • 56. Position B o a r d o f d ir e c to r sC entralc o m m u n ic a t io n d e p t.I n te r n a l a n dconcern com m .F in a n ce , e tc.Personnel I n te r n a l s e r v ic e s BU s m a r k e ti n g a n d m a rk . c o m m . w it h d e c e n t r. com m . Integrated communication 56
  • 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 Integrated communication 57

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