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Dimensions of
integration
Very strong
dysfunction
Strong
dysfunction
Weak
dysfunction
Very weak
dysfunction
Very weak
synergy
Weak
synergy
Strong
synergy
Very strong
synergy
Communication mix
integration
Communication mix with
marketing mix integration
Creative
integration
Intra-organization
integration
Inter-organization
integration
Information and database
systems integration
Target audience
integration
Corporate and
unitized integration
Geographical
integration
Figure 14.4 Completed integrated corporate communication assessment profile
organization integration’. This suggests that
there are benefits to be gained by paying
more attention to the ways in which the various
parts of the organization work together
in the context of corporate communication.
Together with the results for ‘inter-organization
integration’, ‘information and database
systems integration’ and ‘corporate and unitized
integration’, the profile indicates that
significant improvements could result from a
complete appraisal of the internal and external
organization relationships, communication
and management of the corporate
communication process.
This analysis is all the more significant
when it is realized that the level of integration
achieved for ‘communication mix integration’
is relatively high. It is this single area which is
most likely to be considered when attempting
to achieve corporate communication integration,
yet it is clear from the profile that attention
to this aspect alone would be inadequate.
Assessment of this single dimension may lead
to the inaccurate conclusion that a reasonable
degree of integration is actually being
achieved whereas the full picture indicates
something quite different. Moreover, because
of the interrelatedness of all the dimensions
of integration it may only be possible to
achieve further improvements in the area of
‘communication mix integration’ through
improvements in the other dimensions. In this
instance, it is highly likely that improvements
in the levels of ‘inter-organization’ and ‘corporate
and unitized’ integration would have a
significant effect on the ‘communication mix
integration’.
Recently this profiling technique was
successfully used with managers in a large
international company whose worldwide
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors