Organizational Communication Doc

Added on - 21 Apr 2020

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Running head: ORGANIZATIONAL COMMUNICATIONOrganizational CommunicationName of the Student:Name of the University:Author note:
1ORGANIZATIONAL COMMUNICATIONPrefaceThe basis of this research report has originated from my interest in organizationalcommunication. In the modern world, organizational communication is extremely important,especially in the case of public relation and advertisement. Hence, I have conducted a researchon organizational identity and image and the relation among advertisement, public relation andmarketing. The report is based on this research study. It aims to find out the connection andinfluence of the above mentioned factors on the organizational identities. For that, I have done athorough research on organizational identity and images.The report was requested on..................... and the due date for the report is ............... .
2ORGANIZATIONAL COMMUNICATIONAcknowledgementI am extremely grateful to all the individuals who have been a constant support for completingthis report. I am obliged to my friends who provide help in completing this study. I cannot forgetmy professor who has always been part of this report as he solved almost all queries that I asked.In choosing of the topic, my classmates helped me and in completing the report, my familiesprovided all assistance. This report is based on secondary data; moreover, I want to take thename of university online library without this I could not access such large numbers of books andjournals. Lastly, I feel relaxed and composed after completing this report with all informationand analysis.Thank You.
3ORGANIZATIONAL COMMUNICATIONExecutive summaryOrganisational identity seeks the answer to the question ‘who are we as an organisation?' and thisconcept was coined by Albert and Whetten. On the other hand, organizational image is theimpression and beliefs of the brand or organization in the consumer’s mindset. Both of theseconcepts are extremely important in the organizational culture. These help an organization tohave a recognition in the industry. While developing these factors, the public relations,advertisements and marketing activities play major roles. These are all dependent on each otherand help an organization to have an identity among the competition. The following researchreport focuses on the definition of organizational identity and image and the impact of PR,advertisements and marketing on them. It has also addressed the purpose or background of theresearch, limitation and future scope and methodology of the research study. Based on thesecondary information gathered from various academic sources, qualitative analysis has beenperformed.The report has analyzed various aspects of advertisement, public relation methodsand marketing and their impacts on organizational identity and image. Based on that, conclusionis drawn on the importance of the above factors. Recommendations have also been made on howto improve the marketing and PR processes for the organizations. Overall, this report hasreflected various aspects of organizational identity and brand image.
4ORGANIZATIONAL COMMUNICATIONTable of ContentsIntroduction......................................................................................................................................5Analysis...........................................................................................................................................7Defining organisation identity and image....................................................................................7Organizational communication channels.....................................................................................8Necessity of brand image for an organization...........................................................................10Impact of Advertising on organizational identity and image....................................................11Influence of Public relations on organisation............................................................................13Role of Marketing in an organisation........................................................................................14Concept of brand loyalty and its impact on consumer purchasing decision..............................15Conclusion.....................................................................................................................................17Recommendation...........................................................................................................................18
5ORGANIZATIONAL COMMUNICATIONIntroductionOrganizational identity is very important in the organizational theory. It is a field of studyunder the broad category of organizational theory. This field of study is based on the query onthe identity of an organization. It seeks to find out the answer to the question of what is theidentity of people as an organization. Albert and Whetten first defined this concept in 1985 andlater Whetten updated it in 2006. Organizational identity is dependent on knowledge, behaviorand attitude of the objectives of an organization. In an organization, a central, distinctive identitycan improve the effectiveness and performance and can frame a mechanism for decision makingprocess (Whetten, Foreman & Dyer, 2014). According toAlvesson(2016), the organizationalidentity can be seen as a device for facilitating the conception and execution of the strategicactions. This generates more value for the organization. At the same time, on the individuallevel, the organizational identity has influence on the employees’ choices on strategic,operational and organizational issues (Bartel, Baldi & Dukerich, 2016). Hence, it can be saidthat, a strong identity of the organization has a positive impact on the employees’ view on theorganizational objectives.According to Whetten,Foreman and Dyer(2014), organizational identity has threedifferent attributes, namely, central, enduring and distinguishing attributes. An organization musthave these three attributes to have a strong and valid identity. However, the concept oforganizational identity is related but very different from organizational image (Haslam et al.,2014). Organizational image refers to the people’s opinion and global impression about anorganization and is based on people’s knowledge and beliefs about the organization. Hence,
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