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 Publishing

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Book integrated communication -slides

  1. 1. IntegratedcommunicationSlides for the book by Vos & Schoemaker (Eleven publishing) Introduction, Integrated communication- PlanningBook: introduction, chapter 1+7 Integrated communication 1
  2. 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. 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. 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. 5. Changing views on communication Complexity:  increase in scale  dependencies and  dynamics Network approach Integrated communication 5
  6. 6. Why do we/ organizations plan?Who/ on what level of theorganizations? Integrated communication 6
  7. 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. 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. 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. 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. 11. Communication goals fororganizationsTo strengthen: Reputation & cooperation (concern communication) Involvement of personnel (internal communication) Positioning of products & services (marketing communication) Integrated communication 11
  12. 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. 13. Common starting points Methods of working Platform House style Identity structures Integrated communication 13
  14. 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. 15. Planning:Levels of policymaking Organizational policy  Broad, strategic Communication policy  Policy plans, annual plans and budgets Projects  Project plans Integrated communication 15
  16. 16. What is different? Communication policy plans Communication project plan Integrated communication 16
  17. 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. 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. 19. IntegratedcommunicationSlides for the book by Vos & Schoemaker (Eleven publishing) Concern communication- Areas within this domainBook chapter 2 Integrated communication 19
  20. 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. 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. 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. 23
  24. 24. Journalistic codes Embargo request not to publish before .. Off-the-record background not quoted as a source avoid Integrated communication 24
  25. 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. 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. 27. 2 interview techniques: Confront Suggestive Circle Interrupt------------------- Ask why Use silence Meta-communication Conclude Integrated communication 27
  28. 28. Public affairs Strategic policy making with regard to governments and politics, pressure groups Lobby: facts and experiences Integrated communication 28
  29. 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. 30. Integrated communicationSlides for the book by Vos & Schoemaker (Eleven publishing) Internal communication- Book chapter 3 Integrated communication 30
  31. 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. 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. 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. 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. 35. Change processes Cultural change Change of working method Reorganisation Integrated communication 35
  36. 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. 37. ‘We culture’Let’s do it together 37
  38. 38. ‘Me culture’Everyone fetches for himself 38
  39. 39. ‘It culture’A procedure for everything 39
  40. 40. Stages in a change process Latent stage Problem recognition stage Implementation stage Habituation stage Structural stageKey words:  uncertainties  resistance Integrated communication 40
  41. 41. IntegratedcommunicationSlides for the book by Vos & Schoemaker (Eleven publishing) Connection with marketing policy, objectives- Push & pull, positioning, conceptsBook chapter 4 41 Integrated communication -
  42. 42. 42
  43. 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. 44. 44Integrated communication, -
  45. 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. 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. 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. 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. 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. 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. 51. IntegratedcommunicationSlides for the book by Vos & Schoemaker (Eleven publishing) Communication research (chapter 6)- Organization of communication (chapter 7) Integrated communication 51
  52. 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. 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. 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. 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. 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. 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