Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 1

III. Integrated Corporate Communication

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 2

Integrated approach

- profound understanding of entire business enterprise

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- integration and application of this knowledge to all aspects of corporate communication

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 3

Integrated Communications

the application of analysis, communication, evaluation techniques to create and manage integrated, multi-faceted interventions combining information, instruction, collaboration, business process design, feedback, incentive systems to improve human performance in the workplace in order to achieve the organization’s desired missions and visions

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 4

Traditional models of communication

Various specialties and departments dedicated to communication within organization = “islands of communication”

Linear communication / one type of well-designed intervention will solve the problem

Traditional practice : reactive

Outcomes of communication: measured by satisfaction indicators

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 5

ICs model - market-based strategic communication -

Proactive communication

- requirements of customers

- realities of marketplace

- focus on organization strategy

interpretation and negotiation among all parties in a communication situation

impact on environment and social infl.

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 6

Model

~ examination of customer and market needs, identification of performance goals and gaps, examination and possible re-design of basic business processes to meet these goals and the systematic identification, implementation and evaluation of a coordinated set of communication solutions

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 7

Integrated Marketing Communication

Integrate knowledge of:

• marketing communication plan

• communication theory

• buying behaviour

• market research

• agency relationships

• the media

• the changing communication environment

• international marketing communication

• selling and sales management

• advertising

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 8

continued

• Sales promotion

• Direct marketing

• Publicity and PR

• Sponsorship

• Exhibitions

• Packaging

• Merchandising

• E-marketing

• Corporate identity

Georgeta Ciobanu (copyright),

Comunicare corporativa - Note de

curs (2011 ) 9

Integrated corporate and product brand communication

~ all communication allied to and integrated with corporate brand value~

Corporate brand value: quality /throughout the firm/

power /authority of firm /

price /value delivered to stakeholders/

loyalty /support of firm from customers, employees, channels/