MARKETING AND COMMUNICATION ANALYSIS

Marketing and Communication Analysis

Marketing and Communication Analysis

Introduction

Communication management is an umbrella concept that suggests public relations can be one of several communications functions commonly found in for-profit and not-for-profit organizations. Communication management can also be defined as a set of techniques used in public relations and related activities to execute programs, campaigns, and projects.

Umbrella Concept

Growing numbers of organizations have recognized that various communications disciplines share common purposes and have moved toward the integration of communications functions into a single unit. This convergence has resulted (a) from recognition of common strategic approaches used by public relations and related disciplines, (b) by the convergence of media and the rise of shared media such as the Internet, (c) by the blurring of the demarcation of traditional communications disciplines, including the rise of integrated marketing communication, and (d) from efforts by organizations to achieve greater synergy and efficiency and to reduce redundancies and costs in communications operations. This centralization trend is far from complete, however. Most organizations continue to maintain separate functional units devoted to managerial communications, public relations, advertising, and technical communication. In Europe, for instance, communication management is the preferred term for traditional public relations.

In the academic arena, communication management is consistent with the umbrella concept of strategic communication , which involves the examination of how organizations use communications across traditional professional disciplines to achieve stated organizational goals and objectives. Both communication management and strategic communication purposely look beyond differences in disciplines and to focus on the similarity of strategic approaches found in various disciplines.

Communication Management Approaches

Communication management says that all communications in an organization are tools used to achieve the desired organizational outcomes. Indeed, communication represents the constitutive activity of management. Organizational strategies are explained, ideas advocated, staff motivated, and products or services promoted through communication.

Communication management is grounded in the concept of management by objectives (MBO), which posits that all organizational activity should be planned around the attainment of goals.

Role of Plans

Central to the notion of communication management is the idea of planning or organizing communication effort. The preparation of a formal or written plan is deemed a critical element in effective management. Written plans serve both as proposals used to obtain client approval and as internal control documents for day-to-day guidance.

Communications managers become involved in the preparation of various keys of planning documents. These include the following:

Strategic plans, which guide the overall direction of the organization or the communication unit for a long-term period (often 3 to 5 years) Annual plans, which outline specific activities to be taken within an organization's yearly planning cycle Programs, campaigns, or project plans, which specify efforts to be undertaken to achieve particular outcomes (often without regard to yearly planning cycles) Contingency plans, which are procedures to be followed in case of unexpected events or crises

Elements of a Plan

Although the specifics will vary by the domain, by the scope of activity, and by specific plan type, all communication management plans address the following:

The situation—An analysis of ...