Department of Communication Science

1. Department of Communication Science Integrated Organisational Communication COM2602

2. Your Lecturers • Ms Phumudzo Ratshinanga (Module coordinator) Theo van Wijk Building, Room 7-85 E-mail: ratshpt@unisa.ac.za Tel: 012 429 4779 • Ms GB Essop Theo van Wijk, Room 6-8 E-mail: breett@unisa.ac.za Tel: 012 429 6755

3. MODULE OVERVIEW

4. Prescribed Material • Tutorial Letter 101/2018 • Tutorial Letter 301 (CMNALLE/301/4/2018) • Tutorial Letter 201/2018 (feedback and examination guidelines) • Study guide • Prescribed book: Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

5. Prescribed Book

6. MODULE CONTENT • STUDY UNIT 1 – Communication in the organisation • STYDY UNIT 2 –The Rationale for integrating organisations’ communication • STUDY UNIT 3 – Communication Integration Principles and Processes • STUDY UNIT 4 – Integrated Communication Measurement

7. Study Unit 1Communication in the Organisation Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta. Chapter 1 (pages 3 – 39)

8. Communication in the Organisation Communication in the organisation Fields of communication in the organisation Relationships between fields The strategic role of communication

9. Fields of Communication We look at the origin, areas of interest, means and objectives of the following fields: • Organisational Communication • Business communication • Management communication • Corporate communication • Public relations • Marketing communication

10. The strategic role of communication • The concept of strategy • Levels of strategy • The relationship between strategy and communication

11. STUDY UNIT 2 - THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATIONAngelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.Chapter 2 (pages 40 - 72)

12. Define communication integration • Describe communication integration • Identify the benefits of communication integration • Establish the reasons for integrating messages from all sources

13. STUDY UNIT 3COMMUNICATION INTEGRATION PROCESSES AND MANAGEMENT Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.Chapter 2 (pages 40 - 72)

14. The principles of communication integration • Market orientation • Align messages from all sources • Implement throughout the organisation • Make integration a strategic imperative: the ten drives of integration • Recognise limitations and avoid pitfalls • The management of communication integration • The integration of corporate identity

15. Defining communication integration Communication integration is the cross-functional process of creating and nourishing strategically determined relationships with stakeholders by ensuring that the messages to these groups are as appropriate and beneficial to the business relationship as possible, and engaging in purposeful dialogue with them.

16. Elements of this definition Cross-functional process– This involves the organisation as a whole, all departments. Creating and nourishing strategically determined relationships – entities that are determined as being necessary to the long-term success of the organisation Stakeholders – Communication integration has moved away from the traditional marketing focus on customers only, to including a broader spectrum of interest groups Controlling or influencing all messages– This entails actively managing messages not only originating within the organisation but also those without Engaging in purposeful dialogue– This entails a relational approach, where organisation and stakeholder work together for mutual benefit

17. Why do we need to integrate? • External market trends • Trends within organisations 3. Societies’ demands for organisational integrity

18. Ten Drivers • Page 49 of prescribed book • Create and nourish relationships rather than just make transactions • Focus on all stakeholders rather than simply customers or shareholders • Maintain strategic consistency rather than independent brand messages • To name a few.

19. Study Unit 4INTEGRATED COMMUNICATION MEASUREMENT • Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.Chapter 12 (pages 426 - 445)

20. Integrated communication models • Integrated communication research methods • Integrating traditional and online research • Measuring organisational communication integration

21. The key questions that you need to consider while working through this study unit are as follows: • What models of integrated communication already exist and how do these models contribute to our understanding of integrated communication? • What concepts in the existing models can be used as criteria for the evaluation of integrated communication? • What integrated communication research methods already exist and what are their contributions and shortcomings? • How can traditional and online research be integrated? • What should a comprehensive model for the measurement of integrated communication entail?

22. Key concepts include • Duncan and Moriarty's model • Van Riel's model • Ehlers's model • Dimensions of integrated communication evaluation: process, output and outcomes • The IM audit • The stakeholder relationship audit • Traditional and online research • measuring integrated communication

23. Writing and Presenting your Assignment • In Tutorial letter 101 Page 13: submitting assignments • Page 14 has Important guidelines for Completing assignments • Before each assignment: Assignment format and technical presentation are discussed • CMNALLE/301 elaborates on these aspects. • When writing, maintain an academic registers, no use of “I” “we” “us” “me”

24. Things to include in Assignment

25. Assignments Both assignments contribute towards your semester mark. Your final mark for this module will therefore consist of: • a semester mark contributing 20% (earned proportionately according to the marks that you obtain for your two assignments), and • an examination mark contributing 80% towards the final mark. Assignment 01 – compulsory for examination admission.

26. Declaration • You need to include a declaration of own work submitted, found in Tutorial Letter CMNALLE/301. We reserve the right to not mark assignments submitted without this. • See page 15 and 16 of Tutorial letter 101 about Plagiarism

27. Table of Contents • The headings in your table of contents and in your assignment need to be done in accordance to the requirements as set out in Tutorial Letter CMNHONE/301. In this, remember that: 1 FIRST-LEVEL HEADINGS ARE IN CAPITAL LETTERSAND BOLD 1.1 Second-level headings are in lower case and bold 1.1.1 Third-level headings are in lower case, bold and italics

28. Introduction • Assignment is an academic work and needs an introduction • An introduction is meant to introduce the assignment (as the name implies). In this you have to “tell” the reader what they are to expect from your assignment – what you will be focussing on. • Rule of Thumb: Write the introduction after writing the assignment.

29. Conclusion • it is meant to conclude and round off the assignment (as the name implies). • What you can do is to elaborate and make sure that you pull all aspects that you mentioned together offering a “wrapping up” and good close for the assignment.

30. Sources Consulted • It is never numbered in the ToC • Includes the material you read personallay – not what Barker and Angelopulo (2013) read to write the book • This should include your tutorial letters 101 and 301 and study guide. • And any other books, articles or internet links you might have read.

31. Sources Consulted… When referencing in sources consulted. • author’s or authors’ name(s) • date of publication • title • place of publication • publisher’s name • edition of the publication (if applicable) Angelopulo, GC, & Barker, R (eds). 2013.  Integrated organisational communication. 2nd edition. Lansdowne: Juta.

32. In-text referencing • Page 20 of CMNALLE/301: Referencing technique • Please see a list of videos on (1) general conventions of referencing and (2) how to reference different kinds of sources here: https://sites.google.com/a/unisacommscience.co.za/writing-for-academic-integrity/how-toreference

33. In-text referencing… • In the list of sources consulted: Barthes, R. 1964. Elements of semiology. London: Jonathan Cape. • In the text: Barthes (1964:79) indicates that narrative exists in a variety of genres ... or The essence of a function is “so to speak, the seed that it sows in the narrative” (Barthes1964:89).

34. Assignment 01 Question 3 • COMMUNICATION IN THE ORGANISATION 25 marks Question 4 • THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATION 25 marks

35. Assignment 01 Question 1 • COMMUNICATION INTEGRATION PRINCIPLES AND PROCESSES 25 marks Question 2 • INTEGRATED COMMUNICATION MEASUREMENT15 marks Technical presentation 10 marks TOTAL100 marks

36. Assignment 2 • Multiple choice questions • Covers all units • More of a revision

37. Important always… • Take mark allocation into consideration. • Carefully read question, answer what is asked. • Give examples when asked and only discuss when asked to do so.