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General notes for public relations students
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My documents covers some topics for second year students in PR
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EXPLANATION OF HOW THE ORGANISATIONSHOULD MANAGE ITS COMMUNICATION
INTEGRATION PROCESSES.
The methods of managing communication integration are rules or directives,
sequencing, routines and group problem-solving techniques.
Rules or directives are used to ensure standardisation in any area of
communication practice, and include specified procedures, rules of
communication practice, standardised information and standardised
communication systems. Examples of the use of rules or directives are
common house styles, common starting points and operational
guidelines
Common house style: "House style" refers to the style of presentation that is
accepted and used throughout an organisation. It originated in corporate
design but has expanded to include many forms of organisational self-
presentation. At its most basic, the common house style is a specification of
the organisation’s name, logo and corporate colours. In a more developed
form, the house style includes standardisation of many more areas of the
organisation’s presentation, including, for example, its architecture, symbolism
and staff behaviour.
Common starting points: Such points are described as "central values
which function as the basis for undertaking any kinds of communication
envisaged by an organisation". Common starting points create the priorities of
a communication project. However, they do not dictate the procedures that
must be followed in the project; these are specified in the next point dealing
with operational guidelines.
Operational guidelines: Operational guidelines are specifications for the
implementation of communication projects. These guidelines may highlight
any areas of the communication project, including those that deal with
integration (Angelopulo & Barker 2013).
Sequencing: Sequencing entails that the planned communication process is
organised in such a way that each contributor to the process has an
independent input that is given a specific time slot in planning, production and
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