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to achieve a greater goal possibly over an
extended time period in many countries.
The need for integration and the scale of that
integration becomes greater as the size and
number of campaigns increase. It is necessary
to determine just how important it is that
all messages and images should be consistent
or whether they can remain completely
detached and, if so, what impact this is likely
to have on total effect. Particularly sensitive
times are when organizational crises occur and
the corporate communications ‘machine’ has
to be mobilized for damage limitation and, if
possible, gain positive attribution.
Key features of integrated
corporate communication
In its simplest form, integrated corporate
communication (ICC) is the bringing together
of all relevant corporate communication activities.
However, this belies the rather more
complex and significant managerial implications
of integration that affect the entire
organization together with its relationships
with its communication agencies and external
audiences. Van Riel (1995) recognized these
implications when he described corporate
communication as the integration of management
communication, marketing communication
and organizational communication.
What, then, might integrated corporate communication
incorporate
Features of integrated corporate
communication
• Clearly identified corporate communication
objectives that are consistent with
other organizational objectives.
• Planned approach which covers the full
extent of corporate communication activities
in a coherent and synergistic way.
• Coverage of a range of target audiences
embracing all relevant stakeholders and
publics.
• Effective management of all forms of contact
which may form the basis of corporate
communication activity.
• Effective management and integration of
all communication activities and people
involved.
• Identification and recognition of the
impact of all product/brand communication
on corporate communication efforts.
• Exploitation of a range of promotional
tools – all elements of the communication
mix including personal and non-personal
communication.
• Use of a range of messages – brand (corporate
and products) propositions should be
derived from a single consistent strategy.
This does not necessarily imply a single,
standardized message. Integrated corporate
communication effort should ensure
that all messages are determined in such
a way as to work to each other’s mutual
benefit or at least minimize incongruity.
• Use of a range of media – defined as any
‘vehicle’ able to transmit corporate communication
messages and not just mass or
printed media.
The challenge to management is to assimilate
the various facets of corporate communication
identified above in a way that appears
seamless and co-ordinated. This is integration,
or what some prefer to call ‘orchestration’ and
‘joined-up thinking’. As will be shown later,
any evaluation of the success or otherwise
of ICC should involve an assessment of how
well these features are brought together.
While many may comment on how commonsensical
is the list of features above, there
remain practical difficulties in achieving their
orchestration.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors