Business Communication: Marketing, Advertising, and Public Relation

This report analyzes the key differences between marketing, advertising, and public relation in the corporate organization. It also evaluates the differences and similarities between intended strategy, emergent strategy, and realized strategy. The report includes a comparative analysis, internal communication audit, and film analysis through communication strategies process.

Business Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Compare and contrast between Marketing. Advertising and Public Relation ............................3
Comparative analysis of intended strategy, emergent strategy and realized strategy .................9
Part 2..............................................................................................................................................11
Internal communication audit....................................................................................................11
PART 3..........................................................................................................................................15
Film Analysis through Communication Strategies Process.......................................................15
Film Analysis through Communication Strategies Process.......................................................16
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Business communication is specifies as sharing information with people and entity
associates with the organisation in any manner (Todor, 2016). Business communication involve
communication with both internal and external entity's and people. Business communication is a
knowledge sharing tool in respect to different aspects of business like business strategies,
planning and other operational aspects.
This report is based on the case study of Clean Me Company. Clean Me is a commercial
cleaning service company based in United Arab Emirates.
Henceforth, this report analyse the key differences between marketing, advertising and
public relation in the corporate organisation. All the aspects that critically differentiate between
all the above mentioned key functions in the corporate organisation will be expressed in this
report. Emphasis over the most crucial company function among all three will also be specifies is
this report. Furthermore, this report will also evaluate the key differences and similarities
between intended strategy, emergent strategy and realized strategy in the context of the corporate
organisation. Internal communication audit will also be conducted in this report.
Communicational aspect of the organisation will be evaluated in such a part of this report. This
report also emphasis over key goals of the organisation.
PART 1
Compare and contrast between Marketing. Advertising and Public Relation
Basis of Comparison Marketing Advertising Public Relation
Meaning Marketing is a
strategical tool used by
the corporate
organisations in order
to create a relationship
with various entities
like customers and
others entity's
associated with the
company.
Advertising is defined
as a process to interact
with potential
customers of the
company in respect to
company's products
and services.
Advertising is more
like conveying
features of the
products to all its
Public relation is
defines as building
relationship with
different stakeholders
associated with
business operations of
the organisation.
Public relation is more
like communicating
with all the entity's
associated with the

Marketing is defined
as a process to interact
with various
stakeholders
associated with the
company in respect to
company's products
and services (Gupta
and Gupta, 2019).
potential customer
base in order to
improve the market
presence of company's
products and services.
corporate organisation
in order to build
healthy relationship so
that organisation can
have a bright potential
of conducting
business operations.
Goal Marketing involve
following goals.
 Increase sale
 Build
awareness of
brand in target
market
 Improve
market share
 Successful
launch of new
products and
services
 Improve target
customer base
 Target new
customers
 Expand the
target market at
both national
and
international
Advertising emphasis
over flowing goals.
 To introduce
products and
service in
target market.
 To introduce
brand
effectively in
target market.
 To generate
brand
awareness
between
potential
buyer's.
 To acquire new
customer's.
 Brand
stretching.
 Value creation.
 Building of
Goals behind Public
Relation is specifies in
the following ways.
 To raise brand
awareness in
target market.
 To generate
interest of
target
customer's in
company's
products and
services.
 To promote
company's
goodwill.
 To reinforce
organisation
brand image in
target market.
 Convey
information

level
 Strengthen the
stakeholder
relationship
 Improve
customer
relationship
 Improve
profitability
brand in target
market.
 Position
company's
products and
services in
market.
 Improve
company's
sales.
 Enhance
company's
profitability.
 To effectively
convey
features of
products and
services.
related to
organisation to
various
stakeholders
associated with
company's
operations.
 To create
product
demand in
target market
(Atwal and
Williams,
2017).
Structure Marketing activities
involved in operational
hierarchy are
implemented by
following the
structure.
 Defining the
entire
marketing
campaign.
 Assessment of
strategies
Structure involved in
advertising of products
and services is as
follows.
 Identify target
customer's for
company's
products and
services.
 Selection of
advertising
media or
Structure involve in
effective
implementation of
Public Relation in
corporate organisation.
 Identify and
determine the
public relation
goals.
 Identify the
target

involved in
marketing
campaign.
 Identifying
associated
problems with
strategies and
campaign
structure for
conducting
marketing.
 Identifying
research
objectives for
the potential
outcomes form
research and
development
related to
marketing
strategies.
 Implementing
research for
various
activities
involved in
marketing
strategy.
 Sample
planning
process
advertising
channels.
 Frame
strategies for
different
marketing
channels.
 Content
creation based
on the features
and strengths
of product and
services to be
offered in
advertisement.
 Test Ad power.
 Performance
analysis of all
the
advertisement
mediums.
customer's.
 Clarify various
objectives
associated with
different
stakeholders of
the company.
 Frame
strategies to
achieve all
objectives
efficiently.
 Frame tactics
to achieve all
objectives
involved in
Public
Relation.
 Planing of
activities.
 Evaluation of
process
 Identify results
from
operations.

 Collection of
data
 Data
processing and
analytical
review process
 Conducting
strategical
planning from
all the
outcomes
associated with
research.
Efforts Efforts involve in
conducting marketing
functions.
 Conduct
market
research
 Profiling of
target market
 Identification
of unique
selling
proposition
 Development
of business
brand
 Choose market
avenue
 Setting up
Efforts involve in
Advertising.
 Implementatio
n of research
 Identify target
customer's
 Draft suitable
content for
advertisement
 Shoot a proper
video or audio
for
advertisement
 Analyse
different
marketing
channels like
social media
Efforts involve in
Public Relation
 Conduct
market
research
 Interact with
different
stakeholders of
company
 Solve issues of
all the
stakeholders
 Build
relationship
with
customer's.
 Plan activities.

goals and
budgets
 Nurture of
loyal
customer's of
the company
 Monitoring the
marketing and
review all
strategies.
 Implement
possible
development to
generate higher
returns.
about the
effectiveness.
 Channelise the
marketing
campaign over
all the effective
marketing
channels.
 Control and
evaluate the
impact of all
such marketing
campaigns
(Delener,
2019).
 Draft tactics
and strategies.
Based on all the comparison conducted between Advertisement and Public Relation it is
stated that role of Public Relation is more significant in the organisation. Public Relation involve
effective dealing with all the stakeholders associated with the organisation (Hamouda, 2018).
Public relation also involve relationship building with all the entity's attached with the
organisation. Public relation in the context of corporate organisation also emphasis over solving
different issues related to the customer's. Solving of issues plays a crucial role in business
development and growth. Public Relation manager also involve in building brand image in target
market that effectively influence the product demand of the company. Improved demand of
products also improve the company's growth in the target market. Public relation manager also
take a crucial part in framing various strategies related to the business development. Based on the
work profile of Public Relation manager it can be stated that the role of the PR is more crucial in
respect to business development and growth for the company.

Comparative analysis of intended strategy, emergent strategy and realized strategy
Business strategies are defined as the set of actions or a plan to achieve all business
objectives of the company. All such strategical planning the enable the company management to
achieve competitive advantage in the market is specifies as a business strategy. Strategical
planning of Plan Me company involve various strategies. Key comparison between all the
strategies are specifies in the following ways.
Basis of comparison Intended Strategy Emergent Strategy Realized Strategy
Similarity
Intended strategy is a
business strategy used
to take competitive
advantage in the
market.
This is a strategical
planning tool to
improve the market
presence of company's
products and services.
Emergent strategies
are framed to improve
the presence of
company's products
and services in the
market.
Its a strategical tool
used to bring the
company's products
and services trendy
and fashionable in
target market (.Brulle,
Aronczyk and
Carmichael, 2019).
To take competitive
advantage company
use the strategical tool
call realized strategy.
Use of strategy Intended strategical
planning is framed in
the beginning of the
corporate organisation
to improve the
company's presence in
Emergent strategical
planning is conducted
to deal with emergent
situation arises in front
of corporate
organisation.
Emergent strategical
Realized strategy is a
strategical tool
company use in
general course of
business operations.
Business strategies in
normal cases of

the target market.
In the initial stage new
ventures frame
strategies under
intended strategy
planning.
tool also channelised
when company needs
and instant
development in
strategies in order to
cope up with the
market trends and
requirements.
Company use
emergent strategical
planning when the
sector demands for a
significant change in
organisation structure
in order to cope up
with the changing
trends and demands of
the sector. For
example technological
developments in the
initial stages for
conducted under this
strategical planning in
order to cope up with
changing requirements
of sector.
business operations are
framed under realized
strategy planning.
All such business
strategies like strategy
for taking competitive
advantage and other
strategies framed in
normal course of
action is specifies as
realized strategy.
Stage of strategy
implementation
This strategical tool
use in the initial stages
of the business
operations of the
Organisation use this
strategical tool when
the company is going
through changes in
organisational
Strategies framed in
normal business period
is specifies as realized
strategy.

company.
Many times company
also frame strategies
under this tool in the
process of launching
to new product and
services in the market
so that new products
can get the recognition
in the target market.
structure or hierarchy
in order to cope up
with the specific needs
of the sector.
For example many
times organisations
needs to implement
some urgent changes
like up-gradation of
technology based on
the market demands
then all such changes
are implemented under
this strategical tool
(Solomon, 2019).
Every stage in
business operation
company frame
strategies under this
strategical tool.
All the strategical tool intended strategy, emergent strategy and realized strategy are used
in different manner for the organisation. In the initial stages of business life cycle company
frame business strategies under intended strategical tool (Camilleri, 2018). All the initial
strategies of business development, product launch are covered under intended strategy. In the
latter stages company switch to realized strategical aspect. Company frame various strategies
like business development, growth strategies, product strategies are framed under this strategical
aspect. This is a strategical tool used in normal course of business operations. Many times
company's require instant changes for the business development and sustainability. Company use
the strategical aspect of emergent strategical tool. Organisation management needs to conduct
planing in respect to associated changes based on such development under this strategical tool.
This strategical aspect used in any time in the business cycle.
Part 2
Internal communication audit
Communication audit is specifies as analysing the effectiveness and efficiency of
communication in the organisation structure of the company. Assessment of all the organisation

channels used for communicating about different aspect of the organisation is covered under
internal communication audit. Internal communication audit expresses the fact that weather the
communication channels are properly used in the company and also all the objectives are
achievable with the current communicational channels (Gal and et.al., 2016). Following steps
will be involved in conducting internal communication audit.
Determination of scope: This is a first step in conducting communication audit. This is a
process that involve assessment of effectiveness of current communication tools used in the
company Clean Me. This stage also involve identification of potential efficiency of all the
current communication channels in order to achieve the highest communication efficiency
(.Islam and Lee, 2018). This is a crucial stage in communication audit as all the future changes in
communication channels will have a majr influence of outcomes of this stage in communication
audit. Evaluating of utility of all the existing communication tool is a major aspect of this stage.
Collection and evaluation of past communication: All the communications happened in the
past during the normal operations of the company are analysed in this process. Communication
with all the departments in the organisations happened in last 6 months are analysed in this
process. Method of conveying the massage is also evaluated in this process. Quality of massages
conveyed in other organisational entity's and departments of Clean Me company are also
evaluated in this process. Length of massages are also analysed in this process do the
organisational communication structure is capable enough to convey the huge massages
effectively. All such factors are evaluated in this stage.
Determination of employee's and stakeholders insight: This is the third step involve in
internal communication audit. Under this process ways that enable the organisation to analyse
the insight of employee's and stakeholders of Clean Me company. Organisation implement ways
like formal and informal interviews with all the employee's and stakeholders about the
effectiveness of massages transferred form any place in the organisation hierarchy (Lisic,
AnHamouda, 2018). Internal surveys are also conduct in the organisation structure to analyse the
efficiency of communication channels of the company. Feedback mechanism also implemented
to generate the maximum potential of this stage in internal communication audit.
Identification of feedback: This is a crucial stage involved in internal communication audit. In
this process auditor collect feedbacks about the effectiveness of communication channel in
organisation structure (.Islam and Lee, 2018). Auditor also analyse about the person who can

give the best feedbacks about the communication channels. Collection of feedback is an
important tool as auditor also collect issues involved in the communicational methods or process.
Feedback takes under this process involve both intra departmental and inter departmental
feedbacks about the communication channel.
Defining current landscape: To define the current landscape in respect to internal
communication audit is also a major aspect of the entire audit. Assessment in respect to various
aspect of the communication is analyse in this process (Brulle, Aronczyk and Carmichael, 2019).
Goals of the communication is identifies in the beginning of this process. All the available
channels for communication is analysed. After analysing about the effectiveness of different
communicational channels associated with the organisation auditor also emphasis over
communication structure of the organisation. To assess about the communication structure
auditor identify weather the Clean Me company use centralised communication system or
decentralised communication system. All the dedicated resources to work behind collecting the
information used in communication also assessed in this process. Stockholders related to the
communication also analysed in this process. All the stages involved in this process assess about
the effectiveness and efficiency of all the stages involve in communication inside the
organization structure.
SWOT Analysis: Swot analysis is a strategical tool use to identify different strengths, weakness,
opportunities and threat involve in an effective communication inside the organisation structure.
Factors involve in SWOT analysis is stated in the following ways.
 Strength: Auditor analyse all the aspect of the communication structure in the
organization and based on the analysis all the strength attached with the communication
system audit highlight under this part. Communication system used in Clean Me
company is productive enough to convey the massages in a limited time that shows about
the time efficiency of communication system of company (Solomon, 2019). Company
channelize communication with mail, phone, and websites of the company that efficiently
convey the proper message to the receiver.
 Weakness: Communication system of the Clean Me company is quite older that
sometimes leads to hang of the system. Many times the system also address inconvenient
changes that causes delivering of wrong massage. Many times because of the availability
of older version message also take time to deliver that also reduces the effectiveness of

the communication between the departments. Employee's also needs to use centralised
system of communication to deliver some specific massages that involve extra time to
complete the communication.
 Opportunities: Management of Clean Me company has the huge opportunity to install
new systems of communication to get the faster mode of communication (Camilleri,
2018). Company management also carry the opportunities to have the local
communication system for all operational activities so that time can also be reduced for
implementing some specific operations.
 Threat: Many times due to older version of communication systems massages get deliver
in other departments due to technical faults that causes to misleading organisation
environment. Place of massage to be delivered play a crucial role behind the effectiveness
of communication.
Plan for future communication: Based on all the above analysis involve in communication
audit of internal communication system of Clean Me company management can upgrade the
communication systems so that communication can get more efficient with the use of latest
software (Gal and et.al., 2016). Company can also implement company's own system to
communicate that will also guide the company to hide information by skipping the threat of
system hang.
Issue Identification
Auditor of Clean Me company has identified various issues that can be projected in the
following ways.
 Use of older version of communication
 Miscommunication between departments
 Lack of communication error between some specific authorities of Clean Me company
like Ms. Legib
 Time consuming communication system
 Centralised process of communication
Based on all the seven stages internal communication audit is conducted of the
organisation. The audit has identified different hurdles involve in communication of the
organisation. Issues like time consuming process, misunderstanding are identified during the
communication audit.

PART 3
Film Analysis through Communication Strategies Process
British airways is the second largest airlines in united Kingdom and its main hub is in
London Heathrow Airport. British airways is the flag carrier airlines of the country which is
satisfying the customers and having objectives to make the customers feel emotions which is
present through the video.
Customers goals We keep promises Treat everyone as an individual Do things properly
Performance goal Sustain operational performance and fit
Partners goal To become responsible airline
Customers goals
We keep promise
 Follow principles: British airways always take cares of the principles they have so that
they can function properly and have a better brand image for themselves in market.
Principles are set so that the organization knows a direction to work in and maintain their
standards for the customers and a better brand name for themselves in market.
 Improve service quality: There are a lot of improvement which has taken place in the
organization so that there is better satisfaction of the customers from time to time. There
is direct communication in the organization with the employees which is even visible in
the video. All the inquires of the customers are met so that the company can have loyal
customers for themselves. Promises are being met from time to time of the customers
because there is an interaction of the customers and the company directly which is
making it easier for the company to understand the customers better (BRITISH
AIRWAYS, 2020).

 Employee engagement: Employees are very motivated and make sure that the customers
are being satisfied which will make the company have loyal customer base for
themselves.
Treat everyone as an individual
 Gives feedback facilities: There are chat box's which the organization has started so that
the customers can give their experience. Though this method the organizations help the
customers and solve the issues the customers are having with the company.
 Gives high value to customers: Values of the customers are kept higher in the
organization than making profit from them. The video shows the emotional feelings the
mother and son have been having stay away from each other and the company makes
them meet so that they can fill their empty feelings ( FebruaryDoyle and Brady, 2018).
Mother and son emotions are expressed in the video and the organization helps the
company to have a better functioning for themselves. British airways also made a
promise that the son will receive the tiffin the mother had made with so much love which
the son received himself.
 Keep contact: The airways keeps in touch with the customers is that they can have a good
relationship with the customers. This will make the customers have a better experience
and the organization will be able to fulfil the needs and demands of the customers. In the
video it PART 3
◦ Film Analysis through Communication Strategies Process British airways is the second largest airlines in united Kingdom and its main hub
is in London Heathrow Airport. British airways is the flag carrier airlines of the country
which is satisfying the customers and having objectives to make the customers feel
emotions which is present through the video. Customers goals We keep promises Treat everyone as an individual Do things properly Performance goal Sustain operational performance and fit Partners goal

 To become responsible airline
 Customers goals
 We keep promise
 Follow principles: British airways always take cares of the principles they have so that
they can function properly and have a better brand image for themselves in market.
Principles are set so that the organization knows a direction to work in and maintain their
standards for the customers and a better brand name for themselves in market.
 Improve service quality: There are a lot of improvement which has taken place in the
organization so that there is better satisfaction of the customers from time to time. There
is direct communication in the organization with the employees which is even visible in
the video. All the inquires of the customers are met so that the company can have loyal
customers for themselves. Promises are being met from time to time of the customers
because there is an interaction of the customers and the company directly which is
making it easier for the company to understand the customers better (BRITISH
AIRWAYS, 2020). Employee engagement: Employees are very motivated and make sure that the customers
are being satisfied which will make the company have loyal customer base for
themselves.
 Treat everyone as an individual
 Gives feedback facilities: There are chat box's which the organization has started so that
the customers can give their experience. Though this method the organizations help the
customers and solve the issues the customers are having with the company. Gives high value to customers: Values of the customers are kept higher in the
organization than making profit from them. The video shows the emotional feelings the
mother and son have been having stay away from each other and the company makes
them witnessed that the British airways keep in touch with the customers therefore they
were able to make the mother and son meet.
Do things properly
 Offer high quality services: There are people who are hired for the betterment in the
digital aspect of the company so that the company will be able to satisfy customers better

which will be very helpful to have a loyal customer base for themselves. Technology
made it so much easier for everyone to understand the value of the emotions the mother
has for the son in the video (British Airways India- A Ticket to Visit Mum, 2015).
Technology has made the experience of customers so much easier and the services which
they get online has made customers more satisfied.
 Take accurate decision: There are strategic changes which have to be made in British
Airways which the company has to be very careful about so that they can meet the needs
and demands of the customers (Barmala and et.al., 2018). It is because of the experience
in market the company has had therefore the decisions the company is making are very
accurate and appropriate. Monitoring operation: The management and the leaders of the company have a control on
the operations which are taking place in the organization which is a very important factor
for the company. This will make the performance of the employees better if they are
having someone to check over them and the organization will be able to meet their targets
from time to time. This will help the organization to improve the facilities and make the
company have a better healthy and safe environment for the employees to work in and
the conflicts within the organization will reduce. There will be smooth functioning of the
organization and the company will be able to make a lot of profit for themselves.
Performance Goals
Sustain operational performance and fit
 Development and skill classes: There are changes which come in the organization which
have to be worked upon therefore these learnings and development is required by
employees. It also leads sustainability in employees performance.
 Performance management skills: To have a productive workforce in British Airways
there are teams of performance management which are hired by the company so that
there can be control on the employees. This will help the employees to over come their
weaknesses.
 Situational leadership approach: This will help the employees to analysis their strengths
and work upon their weaknesses which helps in maintaining the well-being of the
employees in the organization.

Partners Goals
To become responsible airlines
 Government policies in collaboration: This allows the organization to share a healthy and
trustworthy relationship with the employees and customers(Dewayanto, Suhardjanto and
Setiadi, 2017). Using policies the company has made a healthy environment for
themselves.
 By reducing and minimizing noise pollutions: There are a lot of measures which are
being taken by British Airways and has become a responsible company altogether. There
are a lot of funds which are being invested in Research and development department so
that the noise pollution which the organization is making can be reduced for a healthy
environment and improve the quality of aircraft's.
 Partnership with health care charities: There are a lot of charities which the organization
has made so that they can have a loyal set of employees and customers in the
organization.
CONCLUSION
This report concludes the comparative analysis between marketing, advertising and
public relation. Various aspects like structure, goals and efforts are concluded to conduct the
comparative analysis between all the organisation activities. This report also concluded about the
efficiency of all the organisation action like advertising, marketing and public relation. Based on
the comparative analysis importance of all the operations in respect to the organisation has also
concluded in this report. Public relation is also occluded as the most important aspect of the
organisation as compare to the advertising based on the roles and responsibilities in context to
the corporate organisation. This report also concludes about various organisational strategies like
intended strategy, emergent strategy and realized strategy. Comparative analysis is also
concluded based on the effectiveness and efficiency of all the strategies in context to the
organisation. Usage of all the strategies in context of different organisational life cycle has also
concluded in this report. Internal communication audit is also concluded in this report. Various
aspects like determination scope, evaluation of past communication, swot analysis of
communication are evaluated to conclude the organisational internal communication audit.
Various key goals like based on the organisation is also concluded in this report.

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BRITISH AIRWAYS. 2020. [Online]. Available Through:
<https://www.britishairways.com/travel/home/public/en_in/>.
British Airways India- A Ticket to Visit Mum. 2015. [Online]. Available Through:
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