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Main definition

Duncan 2002:

"Communication integration is the cross-functional process of creating and nourishing strategically determined relationships with stakeholders by controlling or influencing all messages to these groups and engaging in purposeful dialogue with them"

cross-functional process


creating and nourishing


relationships


stakeholders


controlling


engaging dialogue

Components

of Communication Integration
  • cross-functional process
  • creating + nourishing strategically determined relationships
  • stakeholders
  • controlling + influencing all messages
  • engaging in purposeful dialogue

cross-functional process


creating and nourishing


relationships


stakeholders


controlling


engaging dialogue

cross-functional process
  • involves the organisation as a whole
  • not restricted to one department (communication, marketing)

involves


as a whole


not restricted

creating + nourishing

strategically determined

relationships
  • entities determined as being necessary
  • WHY? - Long-term success of the organisation

entities


being necessary


Long-term success

stakeholders
  • Communication integration moved away from traditional marketing focus
(customers only)
  • include a broader spectrum of interest groups

moved away


traditional marketing focus


broader spectrum


interest groups

controlling + influencing

all messages
  • entails actively managing messages
  • not only originating within organisation
  • also those outside organisation

actively manage messages


originate


within


outside

engaging

in purposeful dialogue
  • entails a relational approach
  • organisation and stakeholder work together for mutual benefit

relational approach


work together


mutual benefit