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MANAGERIAL COMMUNICATION APPROACHES AND INTEGRATED COMMUNICATION

INTRODUCRTION:

Management communication theories have evolved over time and have become an integral part

of the study of organisational communication. Effective communication is one of the most critical

functions that any manager can perform as it can have an impact on employee morale and

organisational culture. This assignment deals with managerial communication and three distinct

schools of thought regarding the most effective methods of communicating with employees in an

organisation. These schools of thought are the classical, neoclassical and modern management

theories, which not only hold advantages but also disadvantages for organisational

communication. This topic is important because theories assist us in comprehending and

anticipating communication and behaviour in organisations (Putnam & Mumby 2015).

Until recently, communication scholars approached integrated communication primarily from a

functionalist world view, namely, a coordinated approach to problem-solving in organisations.

This view entails a focus on coordinated strategic message planning, among other things. This

view of communication integration is increasingly expanded to include other postmodern world

views that do not necessarily approach problem-solving in organisations in a structured way

(Kitchen & Uzunoglu 2015).

QUESTIONS:

You must answer two questions for this assignment.

Management communication theories have evolved over time in the search for better ways to use

organisational resources. These theories range from classical and neoclassical management

theories to more modern management theories. Similarly, and to ensure that communication will

have the greatest possible impact, integrated communication has become a priority in strategic

communication management.

To introduce you to these two topics, Assignment 03 focuses on classical, neoclassical and

modern management theories, which all have several advantages and disadvantages for

organisational communication. In addition, the assignment focuses on several important aspects

of integrated communication for an organisation from different scholarly views.

QUESTION 3.1

Identify one classical, one neoclassical and one modern management theory and then

explain these theories in terms of the following (i.e., discuss three theories - one representing

each school of thought):

3.1.1 The main characteristics of each of the chosen theories

3.1.2 How these theories are applicable to organisational communication

3.1.3 Advantages and disadvantages of these theories for organisational communication

QUESTION 3.2

Suppose you are the communication manager of an organisation and you have been tasked to

do a presentation on some of the latest trends in integrated communication for management.

Answer the following questions with the aid of relevant examples in preparation for your

presentation:

3.2.1 Provide and explain three definitions of the concept of integrated communication and

adopt one definition for your presentation, providing reasons for your choice.

3.2.2 Explain the concept of integrated communication in the postmodern era.

3.2.3 Discuss how and why signature stories can help an organisation to communicate more

effectively with the use of strategic messages.

3.2.4 Write me a LONG blog post in which

you discuss how technologies play a role in advancing communication integration in

organisations, with specific reference to the alignment of messages across channels.

HERE ARE MY ANSWERS TO THE QUESTIONS. I WOULD LIKE FOR YOU TO REVIEW MY QUESTIONS AND THEN ELABORATE ON THEM IN ORDER TO MAKE MORE SENSE. PLEASE ALSO USE THE SAME SOURCES I USED BUT IF YOU WOULD LIKE TO ELABORATE EVEN FURTHER BY CREATING ARGUMENTS PLEASE USE GOOGLE SCHOLAR AND LIST YOUR REFERENCES AND ALSO IN-TECT REFERENCING TO MAKE IT EASIER FOR ME TO SEE WHERE YOU ELABORATED.

3.1 Management Theories

3.1.1 Main Characteristics of the Chosen Theories

Classical Management Theory:

Classical theory, developed in the early twentieth century, focusses on specialisation, efficiency, and top-down hierarchical communication. The division of labour and productivity is prioritised, as are clear lines of authority and communication. Henri Fayol and Max Weber were two significant contributors. (Source: Chapter 3: Classical Theories of Organizational Communication, 2020)

Neoclassical Management Theory:

The neoclassical approach arose as a reaction against the rigidity of the classical approach. It focusses on human interactions, employee satisfaction, and the importance of informal communication inside an organisation. This theory emphasises two-way communication between managers and employees, which boosts worker morale and productivity.(Source: Chapter 2: Management Theories and Practice, Open Library Press Books)

Modern Management Theory:

Modern management theories incorporate components of both classical and neoclassical ideas, but also include a systems perspective that views an organisation as a dynamic and complex system. Communication is viewed as a dynamic process that adjusts to changing circumstances. Flexibility, adaptability, and cross-departmental collaboration are all priorities.(Source: Chapter 4: Modern Theories of Organizational Communication, 2012)

3.1.2 Applicability to Organizational Communication

Classical Theory: Communication in classical theory is highly formalised and proceeds vertically down the hierarchy.This is appropriate for circumstances where control and order are essential, but it can inhibit innovation and open communication.

Neoclassical Theory: The neoclassical model encourages horizontal and informal communication. This idea applies in contexts where employee engagement and morale are

critical to productivity, resulting in a more collaborative work culture.

Modern Theory: According to contemporary views, communication is a crucial component of an integrated system that also requires flexibility, adaptability, and feedback. It improves organisational learning and innovation and encourages cross-departmental collaboration.

3.1.3 Advantages and Disadvantages

Classical Theory:

Advantages: Efficient, clear authority lines, suited for large-scale organizations.

Disadvantages: Rigid, discourages creativity, lacks attention to human aspects. (Source: Chapter 3: Classical Theories of Organizational Communication, 2020)

Neoclassical Theory:

Advantages: Encourages two-way communication, boosts employee morale, increases job satisfaction.

Disadvantages: Can lead to inefficiencies due to overemphasis on relationships, less structured. (Source: Chapter 2: Management Theories and Practice, Open Library Press Books)

Modern Theory:

Advantages: Flexible, adaptive to change, encourages collaboration and innovation.

Disadvantages: Complex to implement, may face resistance in traditional hierarchical organizations. (Source: Chapter 4: Modern Theories of Organizational Communication, 2012)

3.2: Integrated Communication in a Postmodern Era

3.2.1 Definitions of Integrated Communication

Kitchen & Uzunoglu (2015) define integrated communication as "a strategic approach where all communication activities are coordinated to achieve consistency and maximize impact."

Smith (2012) emphasizes "organic integration," describing it as the natural process of combining communication activities across various platforms to build coherence and consistency.

Niemann-Struweg (2014) defines integrated communication as the alignment of all messages and activities to create a unified narrative that resonates with both internal and external audiences.

For the presentation, I would adopt Kitchen & Uzunoglu's (2015) definition. The reason for this choice is that their definition highlights the strategic and coordinated aspect of integrated communication, which is crucial for modern organizations aiming to maintain message consistency and impact across different platforms.

3.2.2 Integrated Communication in the Postmodern Era

In the postmodern era, integrated communication moves beyond the traditional, functionalist worldview, embracing a more fragmented and decentralized approach. This means allowing flexibility in communication and recognizing the diversity of audiences. It reflects the shift from rigid, controlled communication strategies to more fluid and dynamic interactions, accounting for the evolving digital landscape and the need for adaptability.

(Source: Kitchen & Uzunoglu, 2015)

3.2.3 Signature Stories in Strategic Messages

Signature stories, as defined by Aaker (2018), are compelling narratives that illustrate a company's brand or values in a way that inspires and resonates with audiences. They help organizations communicate more effectively by providing a memorable and relatable narrative, making strategic messages more persuasive. This can deepen the connection with both internal and external stakeholders. Signature stories stand out in the information-heavy digital era, allowing companies to craft messages that break through the noise.

(Source: Aaker, 2018)

3.2.4 Blog Post on the Role of Technology in Integrated Communication

Technological advancements have transformed integrated communication, allowing for better message alignment across multiple platforms. Digital tools such as social media, content management systems, and data analytics offer opportunities to monitor, tailor, and streamline communication efforts. These technologies ensure that messages remain consistent across channels, improving audience engagement and reinforcing the brand's narrative. Technologies like Al, automation, and big data allow organizations to analyze communication effectiveness in real-time and adjust with their strategic goals.

(Source: Niemann-Struweg, 2014; Smith, 2012)