oa Communicare : Journal for Communication Sciences in Southern Africa - Managing communication in the organisation: an integrated communication management model
The first part of this article provides an overview of communication management as an organisation function, and in doing so adopts a systems approach showing the interdependency of the various subsystems. The role of the communication manager as channel in the communication process, uniting the various subsystems as an effective functioning whole, is discussed. Conceptualising integrated communication and its role in the market environment, as well as advantages associated with such an approach, the article argues that an integrated approach is needed to successfully manage communication in the organisation. In the second part, an integrated communication management model is proposed, showing communication management at the micro, meso and macro levels of the organisation. Exploring some of the factors that may impede support for an integrated approach, the authors conclude that implementation of an integrated communication management model impacts significantly on the role of the communication manager as attitude and opinion leader, both inside and outside the organisation.
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