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#

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
Integrated communication 1

2. Introduction:
Management function
within 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 the
organizations?
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 for
organizations
To 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 is
e 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 n
ev 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 n
ev 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 tivity
ev alua tion s pec ific go als and
s tr a te gie
gies
18
im p lem en ta tion

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 domain
Book 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 neighbourhood
Which 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 answer
when 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
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
communication
Slides 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 internal
communication
 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 stage
Key words:
 uncertainties
 resistance
Integrated communication 40

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
41
Integrated communication -

42. 42

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 43
Integrated comm unication -

44. 44
Integrated communication, -

45. 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.
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. 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

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 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
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 s
C entral
c o m m u n ic a t io n d e p t.
I n te r n a l a n d
concern 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