Read the summary and the most important questions on Integrated Communication Management

• Chapter One

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• Developments that influenced the importance of communication in an organisation

  1. Dependancy on the social environment has increased
  2. Society has increased in scale
  3. The complexity of society increases as wells as the pace at which changes occur

• The most importatn approaches are communication as:

  1. A policy vision or mentality
  2. A management function
  3. A process of interaction with groups of the public
  4. Activities and working methods
  3. A field of study

• Integrated communication on the micro level of operational activities:

  This refers to consistency within one area of communication activities. Receiver orientation is needed and the awareness that this involves all employees. 

• Integrated communication on the meso level of the communication level:

  This level refers to establishing  a strong connection between the communication activities initiated at various plaaces within the organisation. Relationship management is a key activity in all domains.

• Integrated communication on the macro level of the organisational level:

  On this level communication policy is wel embedded in the organisational policy as a whole and the latter in the social environment. There is coordination between the various functional areas an there needs to be an ongoing dialogue with public groups and developments in the social environment are monitored

• What developments in the past few decades have contributed to the increased interest in communication for an organisation?

  (1) increasing dependence of the environment, (2) increase in scale in society and (3) the complexity and speed of the changes in society

• Why canthe attitude that the management adopts towards ethical matters change over time?

  The people who are a part of the dominant coalition in the organisation may be others. Trends in society and opinions in the external environment may have repercussions on the internal environment. Goals and position of the organisation may have changed in the external field of influence

• Why do conflicts of interests play a more prominent role in concern communication than in marketing communication?

  Marketing (communication) concerns a swap relationship in which consensus ad idem exits. This is not the case in concern communication

• Why is feedback of major importance in communication processes?

  In order to achieve effective communication the sender has to anticipate the decoding method of the receiver

• For what purpose can the 'field of forces' approach be useful in organisational communication?

  Having interests and positions of other parties in view is important to be able to achieve durable interaction