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Managérial and Business Communications

MGT 505

Business Communication, Public Relations and Integrate Marketing Communication

Stuart, B. E., Sarow, M.S., and L. Stuart. (2007). Integrated business communication in a global marketplace. Hoboken, NJ: John Wiley & Sons.

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Welcome to managerial and business communications. In this lesson we will be discussing the business communication, public relations and integrated marketing communication.

 

Next Slide.

 

Topics

  • The introduction to the practice of persuasive communication
  • The early history of communication
  • Twentieth century communications
  • The public relations industry today
  • Significant publics
  • Why we use integrated communications
  • Meeting public expectations

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The following topics will be covered in this lesson:

 

The introduction to the practice of persuasive communication;

The early history of communication;

Twentieth century communications;

The public relations industry today;

Significant publics;

Why we use integrated communications; and

Meeting public expectations.

 

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Business Communication

  • After Industrial revolution hired professionals – public relations
  • Wild west advertised in the East – deceptive
  • Persuasive communication

After the Industrial Revolution, businesses recognized the need to reach out to customers about their products and services. As a result, businesses started hiring professionals hence the public relations field today. Public relations is then an outgrowth of early advertising.

 

Early in the Wild West advertising was placed in big city newspapers in the East to promote the west as wonderful places to live. This was expensive and promoters quickly learned that circulating tall-tales of opportunity through magazine articles and farm bulletins was far more effective.

 

It was the deceptive practices in that contributed to the early negative reputation of public relations. The history of public relations is the same as the history of persuasion theory. Historians point to a farm bulleting in Iraq in 1800 B.C. describing new ways to sow, irrigate and harvest crops as one of the earliest examples of a persuasive communication tool.

 

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Early history

  • Aristotle
  • Printing press
  • Paine and Jefferson
  • Sales methods and advertising agencies

Now we will discuss the early history of communication. Aristotle, who lived between three hundred eighty-four and three hundred twenty-two B C. developed a study of rhetoric that included effective persuasive techniques.

 

Aristotle believed there were three basic elements of persuasion and they were ethos, pathos and logos.

 

These elements are still considered the basis of persuasion, but modern persuasion theory added a fourth dimension and that is the audience.

 

By 1450, Gutenberg’s printing press brought communication technology into the mainstream. Writers had the opportunity to employ mass distribution and the power of the pen became the power of the printed word.

 

In the United States, the public relations efforts of Thomas Paine and Thomas Jefferson set the stage for the founding of a new nation. In 1789 French citizens were given the right to express and communicate thoughts freely.

 

Businesses across the world recognized that, to prosper, they needed to develop sales methods that would grow their market share. Advertising agencies were born to handle the demand for product differentiation and press agents were hired to protect industrial agents under investigation by conscientious reporters.

 

 

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Twentieth Century

  • National magazines, radio and television
  • Molded images, built brands, disseminated information and increased awareness
  • Incorporated into advertising
  • 4 models
  • Press agentry publicity model
  • Public information model
  • Two-way asymmetric model
  • Two-way symmetric model

With the growth of national magazines, radio and television in the twentieth century, messages could be sent to mass audiences instantaneously. This changed the format of advertising.

 

During the fifties, sixties and seventies, the public relations industry molded corporate images, built brands, disseminated information and increased awareness.

 

By the eighties, public relations departments were incorporated into established advertising agencies.

 

Public relations departments vary from business to business and functions range from media relations to event planning and from writing internal newsletter to lobbying interests.

 

Grunig and Hunt have identified four models of public relations practice including the press agentry or publicity model, two public information, three two-way asymmetric and lastly the two-way symmetric model.

 

In the press agentry or publicity model, communication is one-way and the focus is on securing media publicity.

 

The public information model focuses on the source-receiver relationship and the dissemination of accurate and timely information.

 

The two-way asymmetric model is a source-receiver relationship, but with feedback to the source.

 

The last model is the two-way symmetric model that stresses the evaluation of the feedback from publics and then uses two-way communication to resolve conflicts and arrive at mutual understandings.

 

 

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The Public Relations Industry

  • Bangalore to Mexico City
  • Entertainment, product placement, civic public relations
  • Corporate team
  • Connection to the outside
  • Build relationships

Worldwide, the public relations industry is thriving in every major market from Bangalore to Mexico City.

 

Major public relations companies are earning up to five hundred million dollars in fee income a year and have moved in to industries such as entertainment, product placement and civic public relations in response to the demand for accountability and responsibility.

 

Public relations professionals are part of the corporate team and help determine company strategy.

 

Public relations departments are the connection of companies to the outside, particularly to the media. They act as boundary spanners between an organization and its publics.

 

Public relations role in strategic management is to build relationships with publics that can impact upon the organization and design communication programs that help the organization manage its interdependence with them.

 

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Significant Publics

  • Organizations communicate with many entities
  • External publics
  • Internal publics

Organizations communicate with many entities. Traditionally these audiences have been divided into two separate categories: external publics and internal publics.

 

External publics are present and potential customers, the local community, suppliers, bankers, media, government agencies, environmental and consumer advocacy groups and any other entity with whom an organization wishes to do business and for whom they want to present their best image. Without durable, far-reaching and sincere external communications, a company will find it impossible to cultivate and keep its customers.

 

Internal publics include employees in the office, in the field or working from home, in corporate headquarters or around the globe. They also include the families of the employees. Communicating effectively with employees builds solid employee-company relationships.

 

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Integrated Communication

  • Internet
  • Database information
  • Globalization
  • Understand other countries

The phenomenal growth of the Internet provides increasing opportunity to reach out to audiences through email, blogs, web pages and web advertising. Database information helps target and pinpoint customer wants, needs and demands in a cost effective manner.

 

Smart organizations realize that in order to grow they must be global. Globalization influences how an organization chooses to allocate its fiscal assets, with whom it chooses to do businesses and how it prepares its employees, investors and other significant stakeholders for organizational change.

 

Globalization changes communication practices. As companies merge, enter into alliances with foreign firms and build off-shore manufacturing facilities, fewer and fewer companies’ trade within a single country alone or the European Union. Global companies must understand the practices of the countries in which they operate and how customers and practices affect the lives of employees.

 

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Forms of Communication, continued

  • Integrated marketing
  • Strategic part
  • Involves customers, consumers and stakeholders

Integrates business communication is rooted in integrated marketing communication. Integrated marketing communication is a new way of looking at the whole communication process where once the communications were only parts.

 

Integrating marketing communication is the strategic part of the business process that involves customers and consumers as well as stakeholders.

 

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Characteristics of IBC

  • Planning, executing, and evaluating
  • Research based
  • Building relationships
  • Two-way communication
  • Use of databases
  • One voice/one message
  • Continuous stream of communication
  • Multiple forms of communication
  • Feedback and assessment tools
  • Strategic approach

 

Integrated business communication is defined as the process of planning, executing and evaluating unified messages that create stakeholder relationships and build brand relationships as we mentioned before. Now we will look at eight specific characteristics of integrated communication.

 

First, business communication should be research based and begin with consideration of the target audiences. Communication programs are developed to meet the needs of the target audiences.

 

Second, business communication is focused on building relationships. The life-time value of a customer is used to calculate the worth of that customer to an organization.

 

Third. two-way communication must also be developed. Today’s customers demand to be heard.

 

Fourth, the use of databases is a vital component of integrated business communication. Well managed databases, collections of information about relevant publics are at the core of integrated communication strategies.

 

Fifth, the one voice/one message is a primary goal of integrated business communication. If message do not speak as one voice, the public may become confused.

 

Sixth, the continuous stream of communication must be seamless. Audiences need to receive appropriate communication on a timely basis. Repeated and properly timed messages motivate audiences.

 

Seventh characteristic of integrated business communication is selecting the best methods for communication needs careful consideration. It is often necessary to use multiple forms of communication to reach a target audience.

 

And the last characteristic of integrated business communication is that feedback and assessment tools should be used to measure performance. Communication strategies need to be measured against objectives and modified, if necessary to achieve those objectives.

 

Integrated communications requires a strategic approach to planning based on the eight points we just addressed. Strategic development is based on a thorough understanding of organizational goals and a situational analysis of current customers, potential customers and other stakeholders including employees, competitors, suppliers, government regulators and interest groups, among others.

 

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Check Your Understanding

Meeting Publics Expectations

  • Expect and demand
  • Professional and well-crafted message
  • Research, hard work, trial and error, intuition

 

Our final topic of this lesson is meeting public expectations. To address the rapidly changing world of the receiver, communicators have risen to the challenge. Internal and external publics not only expect but demand, professional and well-crafted messages. Public relations experts constantly strive to know their publics through research, hard work, trial and error and intuition.

 

Next slide.

 

 

Summary

  • The introduction to the practice of persuasive communication
  • The early history of communication
  • Twentieth century communications
  • The public relations industry today
  • Significant publics
  • Why we use integrated communications
  • Meeting public expectations

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We have now reached the end of this lesson. Let’s take a look at what we’ve covered.

 

First, we discussed the integration of persuasive communication. Public relations is an outgrowth of early advertising.

 

Second, we discussed the early history of communication. Aristotle who lived between three hundred eighty-four and three hundred twenty-two B C. developed a study of rhetoric that included effective persuasive techniques. Businesses across the world recognized that, to prosper, they needed to develop sales methods that would grow their market share. Advertising agencies were born to handle the demand for product differentiation and press agents were hired to protect industrial agents under investigation by conscientious reporters.

 

Third, we moved into twentieth century communications. Grunig and Hunt have identified four models of public relations practice including the press agentry or publicity model, two public information, three two-way asymmetric and lastly the two-way symmetric model.

 

Fourth, we discussed the public relations industry today. Worldwide, the public relations industry is thriving in every major market from Bangalore to Mexico City. The phenomenal growth of the Internet provides increasing opportunity to reach out to audiences through email, blogs, web pages and web advertising. Database information helps target and pinpoint customer wants, needs and demands in a cost effective manner.

 

Fifth, significant publics. Organizations communicate with many entities. Traditionally these audiences have been divided into two separate categories: external publics and internal publics.

 

Then we discussed why we use integrated business communications. Integrated business communication is defined as the process of planning, executing and evaluating unified messages that create stakeholder relationships and build brand relationships.

 

Our last topic was meeting public expectations. To address the rapidly changing world of the receiver, communicators have risen to the challenge. Internal and external publics not only expect but demand, professional and well-crafted messages.

 

This completes this lecture

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