Integration to society, the pace of change in the business environment and theaccelerating competition turned organizations in a search of finding new ways of improving performance. They became more aware of benefits of their image and reputation, mutually beneficial relationships and good communications. Management and integration of communications enable synergic relationships with organization's stakeholders. Strenghts and weaknesses of existing approaches to integration of communications offered by public relations, integrated marketing communications, identity, reputation and imagemanagement and integrated communications are analysed and discussed. The presented model is based on an original classification of stakeholders and publics, finds organizational solutions in the total quality management philosophy. Building organizational culture is the most important element of external communications integration since the execution of communications is decentralized. Despite trends towards decentralization, a communication manager and a generalist is a centralization element that prepares the strategy, coordinates execution, facilitates and provides internal consulting.
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