Short description
Communication has been described as the glue that holds an organisation together, making possible interaction with its agents, customers, and the broader public. Communication is seen as a determinant of the organisation's degree of success in achieving i
Long description
Communication has been described as the glue that holds an organisation together, making possible interaction with its agents, customers, and the broader public. Communication is seen as a determinant of the organisation's degree of success in achieving its objectives. Through communication, an organisation's members are able to work with each other, their customers and their clients. The integration of organisational communication has been written to address a growing need amongst students and practitioners for a work that offers an integrated and holistic view of communication practices within organisations. The title takes a multidisciplinary approach to organisational communication, avoiding alignment with strictly demarcated individual academic or professional disciplines. The integrated nature of an organisation's communication function is a governing principle of the title, but the authors have ensured that attention is given to the composite fields that make up the discipline. The integration of organisational communication has been approached from the perspective of the practising communication professional within an organisation. The title is structured in a way that emphasises integrated communication. It is divided into four sections: Section one introduces organisational communication and communication integration; in section two a number of the more prominent focus areas of organisational communication, such as marketing, management, change, public relations, advertising and online communication are developed; the focus in section three is specifically on the assessment of and nature of research done into organisational communication; in section four a practical application is provided in the form of a generalised communication campaign framework.