Summary
Summary Integrated Organisational Communication, COM2602 - Integrated Organisational Communication (COM2602)
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- University Of South Africa (Unisa)
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QUESTION 1COMMUNICATION IN THE ORGANISATION
1.1 ACADEMIC AND PROFESSIONAL FIELDS (FIELD MARKETING
COMMUNICATION INTERESTS AND AREAS)
Business Communication – is an academic field that can be defined as
communication that is used to attain a business objective.
Origin
Traced back to the earliest times of commercial activity.
Historical remnants of business-related writing can be found, for example on
Roman tablets.
It has its roots in rhetoric.
It became formalized at land grant colleges in the United States of America
Business communication secured a foothold in the business curriculum and
originated in business writing and technical communication
Emphasis
Many business communication courses have a skills orientation.
The original scope of business communication is not universal. Its focus is more
on the communication that occurs within organisations that are defined as
businesses
It pays greater attention to communication that relates directly to business and
less to communication that falls outside the business context.
It focuses on skills orientation, the emphasis is on business writing, speaking
and technical communication.
,Business communication Interest and Scope
Internal & external communication. The primary interest was written
communication. Included oral communication.
Business communication Methods
Aimed at better performance. It attempts to understand and describe business
communication but not extensively. It Generates and integrates theory
Business communication Objectives are
Overwhelmingly focused on method and skills. It has limited theoretical
foundations.
Marketing communication – is an academic field that uses various types of planned
messages used to build a brand.
Origin
Marketing communication has evolved in parallel with the marketing discipline
Originally seen as the communication required for marketing transactions – with
emphasis given to the elements of communication that dealt directly with
transactions.
Traditionally, these included advertising, personal selling and in some (but not
all) forms, public relations.
Emphasis
There is a shift from an emphasis on communication where the transaction was
the end goal, to communication that results in ongoing relationships between the
organisation and all stakeholders, including customers.
, It manages specific elements of the marketing communication mix to address the
communication that is necessary to build the brand relationship between the
company and its market.
Includes planned, unplanned, service and unplanned messages.
Marketing communication Interest and Scope is
Primary external collective communication focus.
The dyadic communication increased with opportunities made possible by
technology
Marketing communication Method includes
Theoretical development in fundamental and applied areas.
It is mainly concerned with intervention and effective practise
Marketing communication Objectives are
Strong disciplinary traits, strong focus on method and skills and significant
theoretical foundation
Public relations – is a professional field in which organisational activity exists as a
business process in many cases a distinct unit
Origin
It originated in the early part of the last century as a practical means of
generating favourable publicity and interest in the topic, product or event.
It is meant to build strong relationships to promote the organisation or client’s
reputation through the best communication channels available.
It was primarily practised as one-way persuasive communication, which is still
occurring even today. However, it can be seen recently as a participative
dialogue or two-way communication.
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