Integrated Organisational Communication 3ed

Integrated Organisational Communication offers a holistic view of the communication of organisations. The book takes a multidisciplinary approach, and the main thrust of the book is the integration of communication in the organisational context. It is now commonly accepted that communication should be integrated, but integration is interpreted and practised in many ways. In this text, the starting point of the approach to communication integration is the brand. This is the consolidated outcome of every message about the organisation and its products received by a stakeholder, and includes planned, unplanned, service and product messages. Organisations should align these messages at strategic, management and functional levels, bearing in mind that communication integration, and ultimately perception of their brands, occurs in the minds of all the organisation’s stakeholders, not only those who manage the organisation or plan its communication.