Integrated Communication

To get started with the assignment our group named Colossal, went to visit Letsema Communications, a public relations agency, to discuss how to develop a communication strategy and plan. We also discussed the breach between theory and practice and what we can expect once we graduated.

For the theory we studied Corporate Communication Strategy by Benita Steyn and Gustav Puth and implemented it on the way Letsema Communications is doing business. We will thoroughly discuss all steps and aspects covered in the communication strategy and planning models developed by Steyn and Puth (2000:62; 82).

Letsema – in Sotho, means a number of people coming together for a common goal, a specific purpose. Letsema Communication’s goal is to empower their client’s communication, ensuring that the message reaches the right people at the right time causing a mind shift and giving their brand better recognition.

Letsema Communications combines professional experience aspects such as management, communication, journalism, finance and technology among others to ensure a collaborated environment. It focuses entirely on the client and achieving their needs.

The core services of this firm are to provide public relations, personal profiling, specialist writing services, brand building and design, and issues and crises management.

“A strategy can be defined as:

• The art or science of affording maximum support to adopt policies.

• An organisation’s pro-active response to an ever-changing environment: the instrument that enables an organization to find synthesis between its goals and resources in view of the risks and challenges of the changing environment.

• An indication of an organization’s positioning for the future, the what rather than the how.

• The thinking, the logic behind the actions.

• Doing the right thing, rather than doing things right.”(Steyn&Puth, 2000:29)

Objectives can be defined as “explicit outcomes within support of the broader...