PLEASE LIST ALL SOURCES USED IN YOUR REFERENCE LIST WHILST MAKING USE OF IN-TEXT REFERENCING AND ONLY USE THE ARTICLES AND READING MATERIAL LISTED BELOW AND GOOGLE SCHOLAR ARTICLES

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 (20)

3.1.2 How these theories are applicable to organisational communication (10)

3.1.3 Advantages and disadvantages of these theories for organisational communication (20)

[50]

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. (10)

3.2.2 Explain the concept of integrated communication in the postmodern era. (10)

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

effectively with the use of strategic messages. (10)

3.2.4 Write a blog post of approximately 400 words on the allocated myUnisa platform 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. Post

a screenshot of your blog post inside your assignment. (10)

[40]

To answer these questions successfully you should:

be able to discuss three managerial communication approaches that reflect the way in

which management communication theories have evolved over the years

be able to argue the advantages and the disadvantages of the three managerial

communication approaches in respect of organisational communication

be able to explain the concept of communication integration, also in the postmodern

era

understand the importance of signature stories for effective strategic messages

understand the role of technologies in aligning organisational messages across

channels

PLEASE LIST ALL SOURCES USED IN YOUR REFERENCE LIST WELL WHILST MAKING USE OF IN-TEXT REFERENCING AND ONLY USE THE ARTICLES AND READING MATERIAL LISTED BELOW AND SCHOLARLY ARTICLES IF YOU WANT TO MAKE USE OF YOUR OWN

RECOMMENDED BOOKS

1. Aaker, D. 2018. Creating signature stories: strategic messaging that persuades, energizes and

inspires. New York, NY: Morgan James Publishing.

1. Kitchen, PJ & Uzunoglu, E. 2015. Integrated communications in the postmodern era. London:

Palgrave MacMillan. ISBN: 9781137388551.

1. McMahon, TP. 2020. Integrated communication: everything communicates, in Reputation

management, 4th edition, edited by J Doorley & HF Garcia. New York: Routledge (eBook).

1. Mulder, D & Niemann-Struweg, I (eds). 2015. Strategic integrated communication. Pretoria: Van

Schaik.

1. Nicotera, AE (ed). 2019. Origins and traditions of organizational communication: a

comprehensive introduction to the field. New York: Routledge. ISBN: 9781351336284.

1. Putnam, LL & Mumby, DK. 2015. The SAGE handbook of organizational communication:

advances in theory, research and methods. eText ISBN: 9781483315416, 148331541X.

ARTICLES WHICH MUST BE USED TO COMPLETE THE QUESTIONS

1. Niemann-Struweg, I & Grobler, AF. 2011. South African marketing and communication agencies'

understanding of integrated communication (IC): a true reflection of the concept? Prism8(1):1-

12.

1. Niemann-Struweg, I. 2014. An integrated communication implementation model for the post-2000

business environment. Public Relations Review 40(2):184-192.

1. Smith, BG. 2012. Organic integration: the natural process underlying communication integration.

Journal of Communication Management 16(1):4-19.

1. Smith, BG. 2013. The internal forces on communication integration: co-created meaning,

interaction, and postmodernism in strategic integrated communication. International Journal of

Strategic Communication 7:65-79.

1. Tindall, NTJ & Holtzhausen, D. 2012. Toward an integrated model of communication: the case of

South Africa. Journal of Communication Management 16(4):371-387.

1. Van Baalen, A & Mulder, D. 2016. A conceptual analysis of integrated communication.

Communitas 21:89-107.

ADDITIONAL READING

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition.

Lansdowne: Juta.

Chapter 2: Management theories and practice. nd. Open Library Press Books. Available at:

https://ecampusontario.pressbooks.pub/educationleadershipmanagement/part/chapter-2/

(accessed on 12/07/2022).

Chapter 3: Classical theories of organizational communication. 2020. Creative Commons Open

Source. Available at:

https://socialsci.libretexts.org/Bookshelves/Communication/Introduction_to_Communication/Orga

nizational_Communication_-

Theory_Research_and_Practice/03%3A_Classical_Theories_of_Organizational_Communication

#:~:text=Classical%20theories%20focus%20on%20organizational,and%20compartmentalizing%

20different%20organizational%20units (accessed on 13/06/2023).

Chapter 4: Modern theories of organizational communication. 2012.

https://2012books.lardbucket.org/books/an-introduction-to-organizational-communication/s06-

modern-theories-of-organizatio.html (accessed on 13/06/2023).

Fiedler, P. 2018. Why your brand needs a signature story and how to tell it. Available at:

https://bettermarketing.pub/signaturestory-7bcec7faae (accessed on 13/06/2023).

Gibbs, N. 2020. Why integrated communication is the future of business. Available at:

https://beehivepr.biz/integrated-communication/ (accessed on 13/06/2023).

Zerfass, A & Scheider, L. 2018. Polyphony in Corporate and Organizational Communications:

Exploring the Roots and Characteristics of a New Paradigm. Communication Management

Review, 13(2): 6 - 29. Available at: https://hrcak.srce.hr/file/313562. (accessed on 13/06/2023).