Communication as a Fundamental Aspect in Daily Interactions - Dissertation Example

Download file to see previous pages Communication is not just an integral factor between personal relationships and groups, it also applies to organisations. Success cannot simply be measured by performance and quality; it can be culminated through proper communication to form a clear and lucid relationship between firms and its publics. Most companies fail to see the importance of what integrated corporate communication can do to improve their businesses (Van Ruler & de Lange 2003). At present, the prevailing principle in regards to the basis of an organisation's survival in the industry depends on how it is perceived by its key stakeholders, which comprises both internal and external publics. Internal audiences are investors, stockholders, shareholders and employees; whereas external audiences are the consumers and other members of the community such as the government, institutions and media (Argenti, Howell & Beck 2005). Such principle had been further proved by recent events such as corporate crises, recession, financial crisis and the liberalism of trade. These have led to the decisions of senior executives among leading organisations to fortify the reputation of their firms and place significant emphasis on it as one of their key strategic goals. This goal entails the process of formulating, maintaining and protecting the reputation of the firm. Such objectives are the core tasks of a corporate communication specialist. In spite of the significance highlighted on the organisation's image and reputation, the purpose and the benefits provided by corporate communication are yet to be fully grasped (Marchand 1998; Van Ruler & de Lange 2003; Argenti et. al 2005). This concern has made specialists who dwell in the practice of communication functions feel inferior, which results in the failure of maximizing the strategic input they can contribute to the betterment of the organisation.
Without the proper utilization of communication functions, firms would not be able to document incidences transpiring and they would fail to assess how these can affect the firm in terms of operations and proceeds (Kotler & Mindak 1978). ...Download file to see next pages Read More