Business Communication Report: Advertising, PR, Strategies, and Audit

This report provides a comprehensive analysis of business communication, beginning with a comparison and contrast of advertising and public relations, highlighting their distinct roles and impacts. It then delves into strategic planning, differentiating between intended, emergent, and realized strategies with real-world examples like FedEx and Southern Bloomers Manufacturing Company. The report further includes an internal communication audit for a janitorial services department, outlining steps to assess and improve communication flows. Finally, it concludes with a film analysis using communication strategies to understand the narrative and message delivery. The report underscores the importance of effective communication for organizational success, covering marketing, public relations, and internal communication strategies.

Business communication

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1. Compare and contrast Advertising from Public Relations (PR).............................................3
2. Compare and contrast Intended Strategy, Emergent Strategy, and Realized Strategy. .........5
PART 2............................................................................................................................................7
Audit of the communications flow in the Janitorial Services Department.................................7
Issues in Janitorial Services Department.....................................................................................9
PART 3............................................................................................................................................9
Film Analysis through Communication Strategies Process........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Business communication is an effective process which in turn is useful in effectively
sharing various set of information from one individual to another (Mateev and Poutziouris,
2019). Business communication is useful in effectively improving the organization practice and
effectively reducing various errors. Business communication is useful because it helps in
fostering good working relationship between the various staff members within the organization.
This study will highlight on advertising from public relations. This in turn eventually helps in
improving the efficiency and morale of the business. The key major function of the business
communication is to inform, motivate and persuade other individuals within the organization.
Business communication is useful to effectively pertain to carry out the specific task in order to
attain organizational goals and objectives. Furthermore, this study will focus on comparing and
contrasting emergent strategy, intended strategy and realized strategy. This study also determines
internal communication audit step and effective analysis of the film with the help of
communication strategies process.
PART 1
1. Compare and contrast Advertising from Public Relations (PR).
Marketing in turn is considered to be one of the most effective action of the business
which in turn helps in selling and promoting the products and services of the business (Duthler
and Dhanesh, 2018). Marketing in turn is considered to be one of the most prominent component
of the business who in turn focuses on researching, selling, promoting and effectively
distributing the various range of products and services. Marketing tends to majorly emphasize on
the promotion of various products and services for generation of higher revenues.
Advertising is also an effective marketing communication tool which in turn helps in delivering
an effective message with the help of mass medium. This in turn is useful in persuading the
consumers in order to make a purchase decision. Advertising is useful in creating awareness in
the minds of the individual people associated with the available range of products and services
which in turn helps them to influence certain set of people. Advertising in turn is useful in
enhancing the sales of the company which eventually leads to higher profitability (Ahmad, Bakar
and Ahmad, 2019). Advertising can be effectively done through various type of paid media
which mainly includes television, radio, online platforms, media, etc. On the other hand, Public
relations (PR) in turn are considered to be the most effective external component of the business

which helps in effectively building mutually beneficial relationship between the stakeholders and
the organization. Public relation is useful in raising the company's authority and building
relationship with the key management of the company. This in turn helps in effectively
managing the reputation of the organization and in turn also helps in gaining customers and
increasing sales (AlKhemeiri and Khalid, 2018). Public relation is considered to be very useful
because it helps in boosting up the credibility of the company by effectively operating through
various trusted intermediaries. Public relation helps in effectively integrating communication and
marketing which in turn eventually leads to higher operational goals and sustainability for the
business.
Both advertising and public relations in turn are considered to be very useful in
effectively building the large number of brands and helps in communicating with the target
audience. The key difference associated with advertising and public relations is that, advertising
is paid and PR are earned. Public relations are considered to be more credible and helps in
building trust. Advertising in turn is effectively generated for the specific target market. This in
turn helps in increasing the sales (Nickerson and Georgiadou, 2019, September). Advertising
tends to focus on promoting the products and services rather than building a reputation of the
firm. On the contrary, public relations are useful because it helps in building reputation and
creating brand awareness of the organization. Public relation is very useful in building brand
image and effectively communicating with the target audience. Public relation in turn is
considered to be one of the most effective measure for crisis management which in turn is useful
in managing the reputation of the organization (Advertising vs. Public Relations—What is the
Difference?, 2020). Public relation is useful because it helps in effectively increasing the overall
reputation of the company which in turn helps in gaining better competitive advantage over its
competitors.
The best way to promote the products and services of the company, it is very crucial to
effectively incorporate both advertisement and public relations into the marketing strategy. The
activities in turn are integrated and effectively coordinated in a systematic and appropriate
manner. This in turn helps in boosting up the frequency to reach the target audience.
Coordinating marketing, public relations and advertising under one umbrella in turn helps in
boosting up the sales and attain customer share (Shoaib and et.al., 2017). This in turn eventually
leads to higher growth and sustainability. Marketing and public relations tend to perform much

better functions when they work collaboratively. Public relation is useful in maintaining a
positive pubic image for the specific organization. It helps in effectively increasing the brand
image of the organization in a systematic and efficient manner. Advertisement in turn is
considered to be the short term strategy which in turn carried out for specific season and in turn
helps in boosting sales. On the other hand, public relations tends to look at the bigger picture
which in turn focuses on delivering various meaningful information associated with the
particular brand (Osman, 2017). This in turn is useful in effectively building dedicated and
sustainable base for the stakeholders of the organization. Hence, public relation is more
important because it helps in building credibility, reputation and brand image of the company.
2. Compare and contrast Intended Strategy, Emergent Strategy, and Realized Strategy.
Intended Strategy is considered to be an appropriate strategic framework which an
organization plans and hopes to execute. Intended strategy is considered to be useful because it is
useful in describing in detail an associated organization strategic plan. It is referred to as the plan
in the beginning which in turn has been continued to be pursued over the period of time. This
strategy in turn effectively deals with the key intentions of the company (Bose, 2019). On the
contrary, Emergent Strategy is an appropriate pattern of plan action which in turn tend to develop
over a period of time within the specific organization at the time of absence of specific goals,
objectives, etc. deliberate strategy in turn is considered to be part of the intended strategy where
the firm tends to effectively continues to pursue the same plan or strategy over the period of
time. Emergent strategy of the Mintzberg tends to state that, there are set of behaviour, actions
and consistency which in turn is eventually implied what works in practice. This strategy in turn
leads to high degree of tremendous success. This is referred to as an unplanned strategy which in
turn tends to arise in respond to the unexpected challenges and opportunities. This is the
appropriate strategy which in turn helps in determining the reaction of the various unexpected
opportunities within the organizational setting. On the other hand, Realized strategy in turn is
referred to an effective strategy which an organization actually tends to follow. Realized strategy
in turn are considered to be the products of the firm's intended strategy (1.3 Intended, Emergent,
and Realized Strategies, 2020). This is considered to be the original strategy of the organization
which in turn eventually deals with higher operational growth and sustainability.
Intended strategy and emergent strategy are way to different from each other because
intended strategy is an effective strategy which an organization plans to execute. But, emergent

strategies are unplanned strategy which in turn tends to arise in response to the unexpected
challenges. Intended strategies in turn are considered to be as the unrealized strategy which in
turn eventually largely affects various set of business operations. Emergent strategy is useful and
crucial in today's time because of the changing business environment and level of
unpredictability within the business (Halaweh and Al Qaisi, 2016). Emergent strategy and
realized strategy in turn largely differ from the intended strategy.
Identifying company that went through different strategies.
In case of the FedEx, the key intended strategy which in turn has been devised by the
founder is to focus on fast package delivery with the help of centralized hub. This in turn has
remained the primary or key driver of the firm's realized strategy. The FedEx in turn has deviated
from its intended strategy in order to focus on to effectively capitalize on the emerging
technology such as facsimile. The firm in turn has effectively developed the service called
ZapMail which in turn helps in sending various documents electronically with the help of fax
machine (1.3 Intended, Emergent, and Realized Strategies, 2020). The executives of the FedEx
in turn thoughts that, ZapMail would be useful in effectively educing the delivery time. But on
the contrary, ZapMail tend to have many sets of technical problems where FedEx in turn has lost
hundreds of millions of dollars followed by the failed emergent strategy. Hence, FedEx in turn
has made a very costly mistake by effectively venturing outside of the domain which was central
to the intended strategy. In the case of Southern Bloomers Manufacturing Company, the key
realized strategy in turn has been shaped greatly with the use of both emergent and realized
strategy which tends to mainly centre on the gun cleaning patches. This in turn has led
tremendous success to the company. Hence, most of the organization in turn tends to create an
effective intended strategies where they hope or follow to be successful. Change in the
organization situation and strategy will in turn tends to give high rise to the new opportunities.
The organization tend to effectively respond to such changes with the help of emergent
strategies. Another case, intended strategy in the year 1977 where a cash strapped advertiser
who in turn gave a radio station which in turn is managed by the Lowell Paxson, 112 electronic
can openers in order to pay off the overdue bill. Emergent strategy: The radio tends to feature a
regular show known as “Suncoast Bargaineers”. They have also launched the home shopping
club at the local cable television in Florida. Realized strategy, the company tends to sell

thousands of products though television channel over the internet. This leads to increase in sales
and profitability for the company.
PART 2
Audit of the communications flow in the Janitorial Services Department
Step 1
To determine employee communication objective
All the employee in the organization wants to have clarity about the message which is
passed by the senior authority to them in the organization. As it get difficult for them to plan
different activity in the organization without proper clarity of message. Also all the employee
want to reduce flexibility in context of tool or way communication take place in the organization
(Hargie and Tourish, 2017).
Step 2
Collect and evaluate pass communication
In past organization used to communicate different message with the help of variety of
the different method such as Email, telephone, meeting and conference in the organization.
Organization generally used to passes the guidelines to the employee which help employee in
improving level of operation they are performing in the organization.
Step 3
Way organization will be collecting Employee and Stake holder insight
In general organization uses two type of method to collect information or insight
regarding employee and stakeholder in the organization. First method is the method in which
organization used to survey employee and stakeholder and on the basis of the result of the survey
used to analysis different outcome of the same in the organization. Another way is the informal
and formal interview which are conducted in the organization.
Step 4
Identify whose feedback to seek

Organization used to seek the feedback of the employee who's performance is not that good in
the organization (Tourish and Hargie, 2017). Reason behind the same is that, the person who is
doing well will not able to explain all the thing, irrespective of the employee who is facing issue
will find it easy to give more insight as employee himself going through the same in the
organization. Also organization will be taking feedback of volunteer corps in the organization.
Step 5
Current Landscape
Organization in current scenario used to use centralized communication landscape in the
organization. In this landscape in the organization. All the employee used to report to their
departmental head directly with the issue they are facing. Also departmental head used to
provide the solution directly to the employee.
Step 6
SWOT
Strength
· Goodwill
· Financial Position
Weaknesses
· Outdated technique
· Employee turnover
Opportunity
· Technology Adaptation
· Expansion
Threat
· Legal Policy
· Competition
Step 7
Plan for Future Communication

There is good opportunity for the business to adopt new technology in the organization, which
will help company in synchronizing communication process in the organization. This will help
company in flowing good flow of communication in the organization. Also organization can
provide training to the employee so that they are able to understand different communication
tool, this will help employee in getting more clear message (Downey and Bedard, 2019).
Issues in Janitorial Services Department
Clarity is the issue which is faced in the organization in the case of Ms. Lebig and Cleaner &
janitors. As the issue which is faced by cleaner is that, there are not able to clarify or understand
the message which is pass on by Ms. Lebig. There is two issue which is interlinked and creating
trouble in the organization. First issue is non clarity of thought among Ms. Lebig and also
flexibility of communication channel which is used by Ms Lebig in the organization.
This eventually used to impact the efficiency of work [perform in the organization. As all
the worker in the organization are not clear about the different activity which they need to
perform in the organization. As a result it used to give rise to clarification feedback from the
worker and eventually used to consume a good amount of time of Ms Lebig in the organization
to clarify the same . Reason behind the same might be usage of different communication tool in
the organization. As different communication tool used to pass on the message in different form,
this sometime get difficult for the employee in understanding what is pass on by the manager
(Verčič and Vokić, 2017).
Ms. Lebig has to make sure that they specify the communication tool which will be used
in the organization to pass on the message and also all the employee should be given training to
operate same tool efficiently. Also Ms. Lebig has to make sure that the message they are passing
are synchronized such a way that it interrelate all the passing with each other. This will become
easy for worker to understand the message that easily in the organization.
PART 3
Film Analysis through Communication Strategies Process
Communication Strategies in turn are considered to be very useful because it helps
organization and stakeholders of the company to effectively meet the core organizational goals

and objectives. Communication Strategies are useful because it helps in maintaining connections
and helps business to work accurately towards the specific goal.
KEY GOALS
Delivering an outstanding service to the customers within their touch points: British
Airway company is considered to be one of the leading airlines where they in turn tend to focus
on effectively delivering an outstanding service to the customers within their touch points. The
management team of the company in turn eventually focuses on giving effective and proper
training to the colleagues both in the air and ground in order to offer world class quality
hospitality services (AlMazrouei and et.al., 2016). British airlines company offers various range
of convenient services to the customers such as check in from their mobile. The company in turn
also tends to focus on improving and enhancing the range of services and facilities through
British airline's website. The company also tends to focus on launching new in-flight
entertainment system in order to deliver high quality outstanding services to the customers.
British Airways in turn tends to offer various set of amenities such as Muslim and Hindu meal
options and range of Bollywood movies. They also fly food from one country to another in order
to deliver the goods from their home.
To be the airline of choice for long haul premium customers: They provide ease to the
customers by continuously introducing great range of products like new business class seat on
the long haul. They also offer restyled first cabin. Their another key role is to effectively
redevelop premium facilities in new york JFK in order to continue to effectively invest in various
lounges in other key cities.
Meeting customer needs and effectively improve the margins with new revenue
streams: British Airway company tends to focus on effectively building various set of ancillary
services which in turn offers great value to the customers by effectively re-enforcing the brand.
The key goal of the business is to improve the mileage business by effectively boosting up the
revenues with the help of new online retail business, in- flight sales and third party engineering
(Nickerson and Goby, 2017). They also offer range of great hotels, car hire options which in
turn has been packaged by our flights.
CUSTOMERS· We keep promises: British Airway company always tend to effectively keep up on the
promises. They always effectively carry out the activities, what they keep on saying they

will do. British Airway company from around 40 years in turn focuses on reconnecting
with the people who in turn matters. As per the video, the British Airway company
focuses on adding joy to the trip for greater customer experience.· We do things properly: British Airway company in turn focuses on doing the right
things for right reasons by effectively maintaining high set of standards. British Airways
in turn tends to offer various set of amenities such as Muslim and Hindu meal options and
range of Bollywood movies. As per the video, the British Airway company focuses on
reuniting and reconnecting with the people by offering more flights to India from around
20 Northern American cities.· We treat everyone as an individual: British Airway company in turn mainly focuses on
effectively respecting the differences of each individual (Nickerson and Georgiadou,
2019, September). They focus on adding a personal touch by making feel everyone
valued. As linked with the British Airways India - A Ticket to Visit Mum video, they
treat every individual equally in order to connect each individual with there loved ones.
PERFORMANCE· We make it happen: British Airway company in turn is considered to be one of the
world's most global leading premium airline who in turn has the need to effectively
sustain and improve our operational performance by effectively being financially fit.
This in turn helps British Airway company to effectively deliver the healthy return to
there shareholders (Ahmad, Bakar and Ahmad, 2019). As per the video, the British
carrier focuses on collecting the food and various products in order to deliver it to the
New york. This way it helps in getting touch with home even after living far from home.
They also focus on achieving the goals of the company by measuring the business
performance. They focus on managing the managers of the company in order to be
accountable to meet the set targets of the company.
PARTNERS· We win together: The modern airline business of the British Airway company tends to
focus on business to be highly reconnected. The company in turn eventually relies on the
non- airline and the airline partnership in order to deliver the effective services to the
customers (AlMazrouei and et.al., 2016). British Airway company tends to focus on
working in hard in order to develop a sustainable and better relationship with the 500 key

business partners. As per the video, the British Airway company focuses on collaborating
with the British carriers, customers and various other key partners in order to deliver
wide range of effective customer service to the customers.
CONCLUSION
From the above conducted study it has been summarized that, Business communication
helps in transmitting answers from one person to another by fostering good working relationship
between the various staff members within the organization. Advertising in turn focuses on
creating awareness in the minds of the individual people and also enhance the sales of the
company. Public relations focuses on building relationship with the key management of the
company. Marketing tend to emphasize on the promotion of various products and services for
generation of higher revenues. This study also examines that, Emergent strategy and realized
strategy in turn largely differ from the intended strategy. This study also examines the audit of
the communications flow in the Janitorial Services Department and key issues related with this
department. Lastly, complete analysis of the film is carried out which helps in examining the key
goals, customers, partners and performance strategies to attain set goals.

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