Communication and Organizational Identity - Essay Example

Communication and Organizational identity Name: Institution: Course: Lecturer: Date: Communication and organizational identity Organizational communication refers to the manner in which any workplace, club and any other organized group constitutes, represents and shares the ethos of the group while informing any outsider regarding the outlooks, standards and targets that are characterizing the organization and its members. For the organizations to be effective, they need to have proficient and equipped communicators. Prospective bosses (i.e. the reps from the business) look for individuals who are able to follow and instruct others, listen accurately, issuing essential feedbacks, relating to both teammates and clients, network, issue practical aid, working well their respective teams ( even if they are in a poorly structured and dysfunctional teams). These experts are also hired by the organizations with the expectations that they would be innovatively and critically solving problems and being able to present concepts in a manner the audience would comprehend (Brown et al. 2012, p. 126). The introduction of telephones, fax machines, online messaging, Facebook etc. have been used by Deakin University as a form of mediated communication. These mediated forms of communication have resulted to the change of the concept of confidentiality and down times. This has brought about the likelihood of employees being on calls, being reachable by their employers and co-workers by just a press of some few buttons. Deakin University has been striving to embrace the organizational communication in its daily routines with the motive of attaining its set targets. The university is using various ‘artefacts’ (like advertisements, web pages, Mission Statements, logos, slogans, icons, mottos, trademarks, etc.) in building and communicating its identity. According to Ladd (2010, p. 2), the university uses print media like brochures, fliers, posters and banners for its marketing purposes. The print media has been a very efficient tool for attracting attention, giving info or promoting exiting and new degree programs or services to a more target audience despite the fact that they motivate them to take the necessary actions. Although it has been essential to focus on a particular and relevant group of audience, these advertisements have been used in reminding the existing clients regarding the enterprise or attracting new clients. Furthermore, whenever the print media advertisements are being designed, the words and images in use always emphasize the objectives the university intends to attain. The print media has got a longer shelf-life span as compared with other marketing resources and are usually designed in a manners that they are able to last for at least one year. They have been requiring a substantial amount time whenever they are being planned and developed. The designing has been incorporating figurative speech like a rhetorical tool, simile, metonym, irony, allusion, personification, cliché, analogy, oxymoron, allegory and alliteration (Brown et al. 2012, p. 35). The print media entails the description of the university, description of the available degree courses or services and contact information (like mail addresses, phone numbers, fax number, E-mail addresses and Website address). They also entail the hours of operation, unique events or seasonal calendars, directions / maps, Visual aspects (like university Logo, photos, artworks or clip art images), testimonials and latest marketing or news articles (Ladd 2010, p. 2). Deakin University has a website (http://www.deakin.edu.au/) which is fast, of high quality and accessible 24/7 to any online user. The university website has incorporated online library which is accessible to the public. This has been a good way of building and communicating its identity to the public. The websites designing has been involving market research, scrutinizing of programs and services, setting of goals and aims, and application of persuasive communication skills. The university has realized that people nowadays don’t have enough time to go, physically, to the libraries, but can have time to surf and access the online libraries. The website has a webpage meant for the storage of the research resources which are accessible to the online users. The university has ensured that the university’s library website is easily accessible by search engines though optimization of search engines. This has resulted to an increase in the number of clients from local to global level. Elle (1998, p. 6) perceives that the products and services delivered by the libraries of universities have changed significantly, as a result of the modifications in education, the effects of technology, new approaches for information delivery, and diminishing budgets. The online library helps in marketing the institution and makes sure that the users are knowledgeable of what kind of information is available, where to find access to this material on the website and on the webpage, how to appropriately use the available information. This has only been possible through the application of Brown et al.’s (2012, p. 36) ideology which asserts that communication needs to minimize noise (miscommunication) since it can make the recipient of the information receiving a distorted information. This could lead to a failure in communication. Brown et al. (2012, P 96) have put forth some kinds of noises like contextual, technical, perceptual and cognitive factors which all the organizations have to get rid of for effective communication to take place. The consistency of the use of the university log has always been establishing trust amongst the clients. The management ensures that all Deakin University logos are being used in a dependable routine by any college, department, office or division across Deakin University. It is prohibited to alter the university logos in any manner. The major aspect which is borne in mind is ensuring that whenever one is using university marks (Logos), one isn’t acceptable to stretch or distort the images, and absolutely NO recreation any of the marks is allowed. Whenever the logos are being used in the media, they have to be of high quality since the seriousness of the institutions is sometimes judged through its quality of logos in the media. According to Brown et al.’s (2012, p. 57) ideology, the University logo has got some meta-message within itself. Whenever the university logo appears, it is always associated with Deakin University. For instance, of the university amongst other organizations are sponsoring a specific event, the appearance of the logo on the banners has impact on the audience. According to G la s r u d (2001, p. 1), for an institution which is focusing on its vibrant future, it has to ensure that its mission statement gives an illumination instead of description, gives guidance rather than decreeing, motivation rather than simply stating. The university has got a mission statement that asserts that it is meant to offer education that many students will always aspire to be admitted in various courses; that employees longing to work with; and feeling that Deakin University is one of the finest in Australia in learning and research institutions. The IT School is also guided by this mission statement to strive in serving the needs of rural Australia through the creation and transfer of knowledge by use of its researches and teaching programmes. By all the above methods, the University is striving to fulfil its vision for the benefit of the community through the training of the future’s leaders and contribution to the facilitating technology for the advancement of the economy and community. G la s r u d (2001, p. 2) asserts that a well-written mission statement regarding a well-thought mission could be an example of a not-for-profit university’s most essential equipment. It might focus administrators and workforce efforts, describing the funding underlying principle, invigorating the volunteers, catalyzing the communal support, and preparing the organization for the yet to come days. According to Brown et al.’s (2012, p. 39) ideology of correct spellings, the university mission statement has an impeccable grammar with negligible flaws since it is an international institution. This makes even the ongoing students and staff to be proud of their institution and be willing to spread good messages to their friends regarding the zeal in the university workforce. The university uses the phrase “Deakin University Australia worldly” as its slogan. According to Bjorkstrand (2012), a slogan is meant to influence clients both logically and emotionally. The logical information in slogan might be a description of the operations, looked-for position, viable advantage, or other profits that the organization can offer to the clients. The emotional aspect of the slogan is more about the creation of positive relations towards the organization. The slogan of Deakin University has also been used as a hook or handle since it captures the significance of the university by expressing what makes the university unique. The university’s slogan isn’t too much common, dull or complicated. According to Bjorkstrand (2012, p. 7), the slogan used by Deakin University is an essential aspect since it forms a fundamental part of University’s communication. A new slogan is usually created whenever some new products are launched or if the University intends to advance its public image. What differentiates a slogan from the University name and the logo is that the slogan can be revised, as opposed to the University name that might not be easily altered and the University logo that is often usually revised if changed at all In his Master’s thesis, Bjorkstrand (2012, p. 14) has reported that the slogan used by the University instils for clients action, differentiates the brand from the competitors, explaining the location of the university, identifies with Australia as its consumer group and identifies with a communal anxiety by making a promise that: it is Australia worldly. It also reminds about its corporate vision while renting the image of the Australian region. Also, the slogan has employed the Brown et al.’s (2012, p. 61) ideology of having a direct meaning since the university and the public could not necessarily be having a significant level of interpersonal understanding bearing in mind that there is usually little or no time for the university to elucidate the meaning of the slogan to the public. The slogan doesn’t impose on the individuals, gives the individuals options and is pleasant and open. The slogan has employed a paradigmatic choice of particular signifiers which make it sound professional and appealing. The use of slogans in organizations like Deakin University has been perceived to be an essential component of University’s communication since clients would be recalling, recognizing and memorizing processes that the clients use whenever they recall the slogans. The slogan being used by Deakin University is efficient since differentiates the institution from its competitors and positions it to be “worldly” (Bjorkstrand 2012, p. 17). Deakin University usually uses the portfolio of the trademark with the aim of diversifying its market strategies so as to meet the anticipations of various target groups in Australia or various nations. To build a strong brand image isn’t an easy task. The trademark used by the University is naturally distinctive, easily memorized and pronounced, fitting the products or image of the institution, has no legitimate restraints, and has a positive implication as put forth by Wipo (2002, p. 1). WIPO (2002, p. 1) reports that, for any institution to improve trust, poise and loyalty in the products it offers, it has to create and preserve a dissimilar uniqueness, image or repute. Simply at that point will the organization be capable of distinguishing itself and its merchandises from those of its rivals. It is also essential, all together, provides an appliance for connecting the providers of the products to the treasured business effects of trust and goodwill. Deakin University is also striving to achieve this particularly by use of a unique trade name. In conclusion, Deakin University has incorporated the use print media since it is durable and can be distributed remotely to the consumers. The use of high quality university log has been significantly increasing the authenticity of the institution to the public. Also the use of slogans is evident in that clients associate the slogan with the university and this has been making it to have advantage over its competitors. The online library resources have significantly been of help to the researchers since they are accessible by everyone irrespective of their locality and this has increased the identity of Deakin University amongst the scholars and the worldwide population. The trademark used by the university is naturally distinctive, easily memorized and pronounced, fitting the products or image of the institution, has no legitimate restraints, and has a positive implication. The mission statement is framed in the sense that it sell the zeal in the university workforce to the public. Reference list Bjorkstrand, K 2012, ‘Does brand strength affect consumers’ attitude towards slogan?’ Master’s thesis, Hanken School of economics, Helsinki Brown, A; Chalkley, T; Cinque, T; Warren, B; Hobbs, M and Finn, M 2012, Communication, new media and everyday life, South Melbourne: Oxford University Press Donna, J 1990, ‘Sharing the Vision: Every Leader’s Obligation,’ Nonprofit World, Vol. 8,No. 5. Elle, D 1998, ‘Information Polices Marketing academic libraries: a case necessary plan,’ Journal of Academic librarianship , 24(4) 320-322 G la s r u d, B 2001, ‘Your Mission Statement Has a Mission,’ Your mission statement can do more harm than good if used in the wrong way. Available at http://www.ethniccommunities.org/wp-content/uploads/2011/08/Your-Mission-Statement-Has-a-Mission.pdf Ladd, A 2010, ‘Developing Effective Marketing Materials:’ Brochure Design Considerations, available at https://ag.tennessee.edu/cpa/Information%20Sheets/cpa179.pdf WIPO, 2002, ‘The role of trademarks in marketing,’ IP and business,Wipo magazine, available at http://www.wipo.int/export/sites/www/sme/en/documents/wipo_magazine/02_2002.pdf Read More

Deakin University has a website (http://www.deakin.edu.au/) which is fast, of high quality and accessible 24/7 to any online user. The university website has incorporated online library which is accessible to the public. This has been a good way of building and communicating its identity to the public. The websites designing has been involving market research, scrutinizing of programs and services, setting of goals and aims, and application of persuasive communication skills. The university has realized that people nowadays don’t have enough time to go, physically, to the libraries, but can have time to surf and access the online libraries.

The website has a webpage meant for the storage of the research resources which are accessible to the online users. The university has ensured that the university’s library website is easily accessible by search engines though optimization of search engines. This has resulted to an increase in the number of clients from local to global level. Elle (1998, p. 6) perceives that the products and services delivered by the libraries of universities have changed significantly, as a result of the modifications in education, the effects of technology, new approaches for information delivery, and diminishing budgets.

The online library helps in marketing the institution and makes sure that the users are knowledgeable of what kind of information is available, where to find access to this material on the website and on the webpage, how to appropriately use the available information. This has only been possible through the application of Brown et al.’s (2012, p. 36) ideology which asserts that communication needs to minimize noise (miscommunication) since it can make the recipient of the information receiving a distorted information.

This could lead to a failure in communication. Brown et al. (2012, P 96) have put forth some kinds of noises like contextual, technical, perceptual and cognitive factors which all the organizations have to get rid of for effective communication to take place. The consistency of the use of the university log has always been establishing trust amongst the clients. The management ensures that all Deakin University logos are being used in a dependable routine by any college, department, office or division across Deakin University.

It is prohibited to alter the university logos in any manner. The major aspect which is borne in mind is ensuring that whenever one is using university marks (Logos), one isn’t acceptable to stretch or distort the images, and absolutely NO recreation any of the marks is allowed. Whenever the logos are being used in the media, they have to be of high quality since the seriousness of the institutions is sometimes judged through its quality of logos in the media. According to Brown et al.’s (2012, p. 57) ideology, the University logo has got some meta-message within itself.

Whenever the university logo appears, it is always associated with Deakin University. For instance, of the university amongst other organizations are sponsoring a specific event, the appearance of the logo on the banners has impact on the audience. According to G la s r u d (2001, p. 1), for an institution which is focusing on its vibrant future, it has to ensure that its mission statement gives an illumination instead of description, gives guidance rather than decreeing, motivation rather than simply stating.

The university has got a mission statement that asserts that it is meant to offer education that many students will always aspire to be admitted in various courses; that employees longing to work with; and feeling that Deakin University is one of the finest in Australia in learning and research institutions. The IT School is also guided by this mission statement to strive in serving the needs of rural Australia through the creation and transfer of knowledge by use of its researches and teaching programmes.

By all the above methods, the University is striving to fulfil its vision for the benefit of the community through the training of the future’s leaders and contribution to the facilitating technology for the advancement of the economy and community.

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