Dennis

# 2012 University of South Africa

All rights reserved

Printed and published by the

University of South Africa

Muckleneuk, Pretoria

COM2602/1/2013±2015

98920723

3B2

Com2 styl

Contents

FOREWORD

(v)

Study Unit 1 Ð Norle Thomson and Takalani Mudzanani

Â

Communication in the organisation

1

1.1

Overview

1

1.2

Communication in the organisation

2

1.3

Fields of communication in the organisation

4

1.4

Relationships between fields

7

1.5

The strategic role of communication

12

1.6

Review

16

Study Unit 2 Ð George Angelopulo and Andrea Meyer

The rationale for integrating organisations' communication

18

2.1

Overview

18

2.2

A guide to the completion of the tasks

21

2.2.1

Task #1: Define and describe communication integration

21

2.2.1.1 Define communication integration

21

2.2.1.2 Describe communication integration

22

2.2.2

24

Task #2: Identify the benefits of communication integration

2.2.2.1 Establish the benefits

24

2.2.2.2 Relate the benefits directly to the situation at Talkative

25

2.2.3

Task #3: Establish the reasons for integrating messages from all

sources

25

2.3

Review

26

Study Unit 3 Ð George Angelopulo and Venile Kabini

Communication integration principles and processes

27

3.1

Overview

27

3.2

The principles of communication integration

29

3.2.1

Market orientation

29

3.2.2

Align messages from all sources

30

3.2.3

Implement throughout the organisation

30

(iii)

*

3.2.3.1 Strategic level: where the organisation's mission is translated into

strategy

30

3.2.3.2 Managerial level: the location where the organisation's strategy is

implemented

31

3.2.3.3 Technical level: the location where the organisation's external

communications are planned and executed

31

3.2.3.4 The location where the service or product is provided

31

3.2.3.5...