Integrated Corporate Communication (ICC) and Corporate Communication (CC)
The established limitations are severely customized by globalization: the size of the company (where there is not a major link with the area of the performance, delocalization and outsourcing and being dependent on the network), design of the product and sales (where the relation with the competitors may be competitive cooperative) somewhat similar to the frequency of motor industry), competitive relations of space-time, the consumer models (which is focused with a turn down in the analogical media. The increasing significance of digital media and internet is also included. The most important of them is the advertising of television and the television itself); the importance of communication in the competitive environment, less protectionist measures of the economic systems, open spaces of competition, complex differentiation (Walther, 2007).
The incorporation of the global markets struggle to remove the inert environment and change them with the unsteady, active and energetic environments. It is because there will be greater chances of having changes in the corporate communication field particularly when considering the achievement of goals and the usable instruments and forms and also the accessible publics (Brondoni, 2006).
Considering the goals in the static markets, we can define corporate communication as differentiating between commercial and persuasive communication. It aims to achieve the objectives of the company and rotates around the communication flow. The purpose of institutional communication is not to achieve the commercial goals as it is completely informative. The communication flow have an influence on the performance of the company, however, it has no direct link with the core activities of the company. These people include local and national public authorities, financial brokers, stockholders etc. The targeted groups of communication flow are the opinion makers and the opinion leaders. The increased competition in the global markets makes activation of the communication flows impossible with the partial aims. Because of various aims this exploits the synergies between the communication flow (incorporated communication) (Brondoni, 2006).
The Theory of Integrated Corporate Communication (ICC)
Conveying symbolic messages and/or information that is for several groups (co-makers, outer stakeholders, and inner stakeholders) is known as corporate communication. This process is intentional and it aims to achieve those objectives which may be institutional, organizational or commercial. With the help of the communicating flows and channels, corporate communication can take place. The design that has been made which makes communication possible by passing the communication signals from the source of communication to the receiver is studied to see how signals are sent from the transmitter to the receiver. The communication signal that flows from the transmitter to the receiver usually with the help of a channel is called organized communication (Argenti and Forman, 2002).
In order to manage the corporate communication and information it is essential to know the difference between flow and channels. If companies with to be in touch globally with the help of communication then they will have to invest in the making off and taking care of the appropriate channels, for the flow of information to take place (Argenti and Forman, 2002).
Channels of communication and digital information is made by Information & Communication Technology (ICT) (optic fibres, wireless connections and duplex telephone cable have been made with the passage of time) they make digital communication flows which are made in packets containing sounds, films, images, and numerous mixtures of same (Argenti and Forman, 2002).
Markets all over are developing due to digitalization. Along with physical space there is also more personal space which is made of ties, the to and fro of information and the communication taking place. The digital technology helps all this to happen along with flows and channels. Numerous subjects can be in touch with each other at the same without being physical present in any place due to the space that is given (Balmer and Wilson, 1998).
The channels and flows come somewhere between information and communication in markets where there is open competition: the main aim of corporate communication is to maintain the constant flow of information along with giving a message. The interest that the receiver of communication shows in sending one back is the change in push communication to pull communication. There are generally two types of communication (Balmer and Wilson, 1998):
1. Push communication
2. Pull communication
In "push" communication, the message is conveyed by the company to those targeted people who have the passive interest. It means that they are not really concerned in getting known all those matters. This strategy mainly involves the accomplishment of intermediate demands via which corporate communication is conducted and hence the...
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