Organisational Communication Essay

1223 words - 5 pages

STUDENT NUMBER: 41009649, COM2602, ASSIGNMENT NUMBER: 578846,
SEMESTER 1

MODULE CODE:

COM2602

TITLE OF MODULE:

INTERGRATED

ORGANISATIONAL

COMMUNICATION

ASSIGNMENT:

2

STUDENT NUMBER:

41009649

ASSIGNMENT NAME:

COMMUNICATION INTEGRATION
PRINCIPLES, PROCESS AND
EVALUATION MEASUREMENT

I, the undersigned, hereby declare that this is my own and personal work, except where
the work(s) or publications of others have been acknowledged by means of reference
techniques.
I have read and understood Tutorial Letter CMNALLE/301 regarding technical and
presentation requirements, referencing techniques and plagiarism.

Name: Mologadi Makgobathe
Signature: MH ...view middle of the document...

1.1 Planned messages
Planned messages are delivered in the communication mix with the
intention to inform, advertise, market, public relations, sponsor and
promote sales. In this combination to transmit messages they achieve
coherence and clear brand building within and outside the organisation.
Planned messages are the easiest to control and implement to promote
the company’s products or services as the messages are clear and
intended for that purpose. As an example, St Tropez brand reputation
could be easily harmed from the incident as negative perceptions will be
formed. The brand can be saved by communicating the incident and
assuring customer’s health safety issues are important to the organisation.
Public relations resources can be used in sending messages.

1.1.2 Product messages
These are messages derived from a customer’s opinion after using the
product. This will be the actual work done to the product such the design
and functionality Is of satisfaction to the customer.
In the scenario of St Tropez restaurant, they have communicated their
product message in serving quality food by serving fresh vegetables and
selling prime meat. The incident can also have a negative product
message of an unsafe and poor food production.

2

STUDENT NUMBER: 41009649, COM2602, ASSIGNMENT NUMBER: 578846,
SEMESTER 1

1.1.3 Service messages
These are messages that are derived from the service levels that an
organisation provides to their stakeholders in a physical setting or
environment.

The products, staff and technology form part of the

messages transmitted. The St Tropez restaurant has presented their
waiters to be efficient and creating a friendly environment for
customers.

1.1.4 Unplanned messages
These are unintentional messages to the public that are conveyed by
word of mouth, media and rumours. These are not controlled by the
organisational communication space (marketing, public relations or
advertising departments).
St Tropez customers can convey unplanned negative messages to other
customers based on their experience after the food poisoning. Customer’s
make opinions on products and services based on what they’ve heard.

3

STUDENT NUMBER: 41009649, COM2602, ASSIGNMENT NUMBER: 578846,
SEMESTER 1

INTRODUCTION
Evaluating IMC is vital in developing concepts to be used as criteria or guideline,
developing audit research methods to evaluate the elements and structures of
the process is vital in evaluating the overall effects of integrated communication.

2.1

Integrated Communication Measurement

2.1.1 The process of integration
According to researchers (Duncan & Moriaty, 1997) the process of integration is
evaluating the outcomes and effects that IMC has on integration in an
organisation. Three (3) aspects are described to achieve results for the process
to be successful.

The coordination, monitoring and functionality of the evaluation process
should consist of planning and...

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