INTEGRATED COMMUNICATION

Integrated Communication

Integrated Communication

Introduction

In today's organisations, whether private or public, the proper and optimal use of information and knowledge is essential in achieving the objectives for success. No doubt, organisations need to pay greater attention to the intangible assets of the organisation, especially those capable of providing economic value to the company. In this context, communication has become one of the most important assets for organisations, because it creates added values that facilitate organisations reaching an advantageous position in the market. In fact, the role of integrated communication cannot be avoided as it plays a significant role in performance, productivity and success (Smith & Place, 2013).

It is also fact that most of multinational organisations invest enough on communication process as they believe that effective communication not only conveys a clear organisational vision and mission to employees but also ensures correct transmission of messages at all levels in/outside the organisational boundaries. However, managing communication, information and knowledge has been challenging for many organisations (Einwiller & Boenigk, 2012). It can be seen in some organisations that diversity becomes obstacle in effective management of communication, while poor management of Information Technology reduces the quality of message delivery as well as pace of knowledge creation.

Discussion

Integrated Communication

The concept of integrated communication has emerged in the 90s, especially in the field of marketing to integrate among other logical development of digital communication. It tends to become institutionalized in modern societies of liberal economy. This movement is both diversifying communication technologies, taking into account more fine organizations audiences but also new work procedures (Bigrigg et al., 2009). In fact, the concept of integrated communication remains is an emerging concept that although most large organizations are implicitly integrated communication due to their versatility in terms of media and techniques. However, the business world is becoming more receptive to the concept, especially during study days devoted to the subject, such as those of the last festival of advertising their products. It is also important to know that business needs in the field of communications is shifting towards integrated and converged services to provide new ways to communicate and enhance development opportunities (Caywood, 2013).

The concept is of course central to computer companies where the goal of integrated communications is to help information workers easily and effectively communicate with colleagues, customers and partners in real time. Many high-tech organisations develop software and applications for integrated communications by building presence awareness and integrating various modes of communication such as e-mail, phone, instant messaging (IM), Short Message Service (SMS), videoconferencing and Web conferencing (Christensen et al., 2009). This allows organisations to manage seamless transition from one form to other using smart software that can manage communications in an organisation. In fact, thanks to integrated solutions incorporating all digital communication protocols and become true multi-media communication platforms available to businesses, recomposing techno-structures informational and communication organizations (Christensen & Cornelissen, 2011). It is also important to know that there are many integrated communication campaigns in major international institutions including the campaigns for health, development, ...