Business Communication: Advertising, PR, and Strategy Analysis Report

This report delves into business communication, beginning with a comparison of advertising and public relations, exploring their structures, goals, and how they contribute to sales. It then examines different types of strategies, including intended, emergent, and realized strategies, using FedEx as a case study. The report further analyzes communication flow in the context of janitorial services versus commercial cleaning, including an audit of the communication flow within a janitorial service department, detailing the steps involved in determining the scope, collecting and evaluating past communications, and gathering insights from various departments. Finally, it includes a film analysis through communication strategies processes.

Business Communication

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
INTRODUCTION.......................................................................................................................3
Comparison b/w advertising and public relation.........................................................................3
Appropriate factor between two advertising and public relation.................................................6
CONCLUSION............................................................................................................................6
Differences among intended strategy, emergent strategy and realized strategy..........................6
FedEx company...........................................................................................................................8
PART 2............................................................................................................................................9
Communication flow...................................................................................................................9
Issues arise.................................................................................................................................12
PART 3..........................................................................................................................................12
Film analysis through communication strategies process..........................................................12
REFRENCES.................................................................................................................................15

INTRODUCTION
Business communication can be defined as a two-way procedure where exchange
information between two people within company. It is executed for financial benefits of
business. In simple mean shares information for promoting organization objectives, mission and
vision and operations and enhance profit with organization as well.
PART 1
INTRODUCTION
This report covers compare and contrast advertising from public relation in order to
stricture, goal and efforts. This report covers how advertisement and PR fits for sale.
Comparison b/w advertising and public relation
Advertising: It is a marketing tactic which involves in paying for space to influence product or
goods and services (Bovée, Thill and Raina, 2016). The main objective of the advertising is to
connect public who keep will to pay for organization's products or services and purchase them. It
provides direct communication to current and new customers about products and their services.
Public relation: It is strategic communication procedure which establishes advantageous
relationship between organization and customers. In simple word pattern of negotiating
communication between company and their public. Public relation plays essential for the
organization because they give a shape of a company image within market.
Both public relation and advertising supports to build brand image and leads direct line
communication with target public. These elements keep differences to each other which is
described below:
Attributes Advertisement Public relation
Structure Structure is the main source
which differentiate difference
between public relation and
advertising. For example
advertising structure contains
While Public relation
contains public relation team
which is further divided into
three segments i.e. Public
media, social media and

advertisers, advertising and
promotional agencies, external
facilitators, media organization
and target audience. It is direct
line communication structure.
Advertising structure is
singular task or activity
experiments. Generally both
advertising and public
relation structures are same
but major differences in
term of structure is that
public relation structure is
entire process and strategy.
Goal/Objectives On the other hand advertising
has goal to generate specific
target market in term tom yield
high sales (Coffelt, Baker and
Corey, 2016). Advertising is
specially focused on
promotion of product or
services rather than building
brand reputation in business
market. They usually remain
public for brand or service.
Public relation supports to
build brand recognition and
reputation. The main goal of
the public relation to keep
them prolong time with the
organization and takes
sustainable advantage by
selling large number of
products (Passera,
Kankaanranta and Louhiala-
Salminen, 2017). It supports
to create brand image in
global market. Public
relation leads loyalty of
consumer that they purchase
all product or services of
organization rather than
switching to other company.
Objective of PR to organize,
maintain and protect the
business' image. It also helps
to enhance prestige of brand
in global market.

Efforts Both public relation and
advertising has different
efforts and activities which
separate from each other.
There are various activities of
advertising i.e. television
activities, radio advertisement,
direct mail campaign,
billboards, banner and
websites advertisement. These
activities support organization
to aware about brand or new
products and services.
On the other hand public
relation activities includes
press release, business
events, speaking
engagement, media relation
and sponsorship &
partnerships. These activities
build good relation between
company and public.
How fits in sale:
On the basis of above comparison can be defined both efforts activities are different but have
purpose to generate high sale. Advertising have to pay cost for space where they advertise any
product and services. On contrary, public relation doesn't have to pay cost for building
relationship with public, but they build relation with media. Advertisement aware about product
and services to public, so buy ads for short and paid for promotion. It helps to improve
purchasing behaviour of customers within company (Sanina and et.al., 2017). While public
relation is maintained by publicity of brand, media relation. Apart from this, reputation
management plays essential role to build public relation. The main goal of the relation to take
sustainable advantage by selling large number of product from these customers. Thus, both
advertising and public relation fits for sale.
Appropriate factor between two advertising and public relation
Public relation is more appropriate element for promoting brand image and product. It
helps organization to keep potential customers and make them loyal for company. It improves
brand image and leads sustainable benefits from existing customers. Organization doesn't have to
pay any type of cost for promotion product and services. Even good public relation attracts other
new customers to take services of company (Patrutiu-Baltes, 2016). PR raises organization's

authorities, establishes relation with potential client and maintain reputation. Organization easily
can improve sales of product and services and gains other new customers. Therefore, public
relation is more relevant for organization's purpose, objectives and goal rather than advertising.
CONCLUSION
This report can be concluded advertising and public relation and their significance for
sale. It has been summarized that public relation is more appropriate element rather than
advertising.
Differences among intended strategy, emergent strategy and realized strategy
Attributes Intended strategy Emergent strategy Realized strategy
Definition Intended strategy
refers as the plan
which organization
uses for beginning.
While emergent
strategy can be defined
as those strategies
which is implemented
by recognizing non-
prospective outcomes
that occurs by existing
strategy.
While realized
strategy helps
organization to
execute strategy at
the end. It is also
known as deliberately
strategy which is
applies to keep
strategy effective till
end.
Approach to
management
Intended strategy is
top-down management
approach and
implements for
beginning plan.
While emergent
strategy is bottom-up
approach for
management which is
applied for identifying
non-prospective
outcomes. It supports
organization to
introduce new strategy
which can lead
unexpected outcomes
It is real practice
strategy which
doesn't follow any
management
approach but manage
both strategies'
management i.e.
emergent and
intended approach.

for the future.
Flexibility It is rigid strategy or
can say less flexible
strategy. For example
this strategy takes
strict management
approach which can't
change in any type of
situation. So, it is
major weakness of this
strategy. It is rarely
uses by business
practitioners.
It is most sophisticated
strategy which is used
by many business
practitioners due to
highly flexibility of
management approach.
It is main strength of
the strategy.
It is also contained
flexibility but less
than emergent
strategy and more
than intended
strategy. It is also
used by various
business
practitioners.
Quality Intended strategy can
poor quality if
management approach
doesn't effective or
competitors can put
pressure that requires
change in strategy as
result quality may be
poor.
Emergent strategy may
good quality, in
favourable condition
management approach
is effective and well
planned as result can
lead better outcomes
(Holmes and Parker,
2017). On hostile
condition when
management approach
is good but planning
doesn't good as result
quality can be poor.
Realized strategy is
better quality because
it is based on real
practice so, It
handovers both
management
approach intended
and emergent. It is
fruitful strategy for
organization.
Setting of objectives Management sets
SMART objectives for
intended strategy. The
On the other hand
emergent strategy
objectives are sets by
Realized strategy is
properly based on the
intended strategy

smart objective refers
specific, measurable,
attainable, relevant
and time based.
Management
communicate intended
strategy objectives and
implement on
business.
management but it is
based on assumption .
It doesn't communicate
to business without
assurance to
management.
because it is
foundation of
realized strategy.
Intended strategy
objectives sets by
management
approach which is
enforced by realized
strategy management.
FedEx company
FedEx is an American multinational delivery services company which is headquartered in
Memphis, Tennessee. Federal Express has plan to create company image in global market so,
organization uses intended, emergent and realized strategy.
Intended strategy
FedEx starts business plan for promoting business in business market. Organization has
planned to initiate courier services where uses intended strategy for making business plan.
Intended strategy supports organization to create plan how courier service can become more
effective (Nabi, Foysol and Adnan, 2017). This strategy gives plan and explain new delivery
system which can make more effective by shipping the package through central hub. These hub
helps to ship courier package to their destination. Thus, plan is prepared by the management and
assigns job responsibility to each employee within company. Currently FedEx comes in 8th
world's most admired companies which is described by the fortune magazine. Through this
factor can understand intended strategy works out prosperously within company.
Emergent strategy
It is unplanned strategy which is emerges with time by organization. It is organized by
management without knowing about outcomes which can be profitable or can create challenges
for company. In the 1980s FedEx drifts away from it's intended strategy and wants to focus on
package delivery by utilizing new emerging technology i.e. fax machine. Organization wants to
improve courier services therefore implement emergent strategy. To improve courier service
develops new technology that is ZapMail (Fortunato. Gigliotti and Ruben, 2017). It is quite
good technology because FedEx can fax documents between FedEx office and customer office.

Initially this technology prove fruitful for organization but later on, starts to create plague by
technical glitches which leads frustration in customers. Organization loss a hundred of millions
dollars and it is discontinued prolong time. Overall organization gets negative impact of
emergent strategy.
Realized strategy
It is real and experimental strategy which is actually follows by various firms to get success in
business. It keeps control on both strategies intended and emergent strategy. It is goal oriented
strategy which is implement by the FedEx for keeping control on business practices. FedEx
compared both strategy outcomes within company then management chooses realized strategy.
Through the realized strategy, management applies intended strategy and implements on
business operation. Thus, FedEx implement intended strategy into realized strategy and gets
prospective outcome within company.
PART 2
Communication flow
Janitorial services vs Commercial cleaning
it can be defined as commercial property cleaning which includes professional offices,
educational, medical and industrial business cleaning. Janitors who perform different type of
cleaning and maintenance responsibilities in particular building or office. It is quite different
from janitorial cleaning because it includes property management services (Pikhart, 2017).
Commercial cleaning is handled by cleaners while janitorial services perform by janitors. The
major difference between commercial cleaning and janitorial is that commercial cleaning relates
bigger job which is completed in fewer time per year while janitorial services relates small job
task which is cleaned every day.
Audit of communication flow in the janitorial service department
There are seven steps to conduct an audit communication flow in janitorial service department:
Determine the Scope
To achieve most accurate information of janitors communication uses various media.
Department maintains communication flow through emails, meetings and conferences which
supports janitors to aware about their duties (Darics, 2020). Email services helps janitor to
communicate about their issues regarding task issues. While janitor service department organizes

meeting to address about new information. Thus type communication is followed by the janitor
services department.
Collect and Evaluate past communication
Janitor service department gathers information from past six to seven months. There evaluates
that janitor service department has various clarification rather than other manager department.
Large number of janitors and cleaners gives more clarification about task but doesn't get proper
feedback (Ruben and Gigliotti, 2017). It shows that communication flow is not effective or not
good which creates more confusion in them for task. By evaluating information finds that
janitors doesn't convey right message for task due to miscommunication with other departments.
Based on the sources finds out that department uses variety of communication channel but
unable to comply with all channel.
Determine how to collect janitors, cleaners and other department insights
It is another step of communication flow where information collects from other department's
manager which receives from janitors and cleaners. Survey is the best option for gathering
feedbacks of their services. Manager gives feedbacks that janitors and cleaners gives more
clarification due to non clarifying about task. Meeting also conduct by the department to
generate high feedback about janitors and cleaners services.
Identify specific feedbacks
To identify major issue of clarification considers other department, corps volunteers or manager
feedbacks. The main reason to give first priority is that they offer services to these departments.
Define current landscape
By the above steps find out that clarification issues occurs due to miscommunication between
janitors and cleaners for the task. While janitors faces more issue because they have to clean
daily task within department rather than cleaners who clean big job in fewer time per year.
Therefore, organizes new communication flow for removing this issues. There are various
resources which are enlisted into communication flow:
 Initially creates janitors communication goals and objectives. Where has goal to clarify
task each janitor through meeting. It can resolve task confusion between janitors and
cleaners.
 Uses available channels i.e. Email, conferences and meeting effectively so that
miscommunication doesn't occur among them (Sutter and Kieser, 2019). Apart from this,

janitors doesn't get reply of their clarification on time. To overcome this issue allocate
team who checks emails regular basis.
 Centralized communication channel can use for janitors and cleaners which can improve
their communication level with other department.
 Digital media like social media, website etc. resources dedicates to janitor service
department where they can direct communicate with department about task issues.
 Janitorial cleaning and Commerical cleaning are essential which completes task and
maintenance properties well-formed, therefore, each audience is segmented.
 Before allocating task to janitors and cleaners should get approval from senior
authorities.
Conduct a SWOT
Effectiveness of communication plan can be analysed by Swot analysis. It is a beneficial
framework which helps to recognize strength, weakness, opportunities and threats. This analysis
helps to build on strength, close space on weaknesses, gather opportunities and ready for avoid
threats. Current land scape can evaluate thorough Swot analysis.
Plan for the future communication
By using SWOT analysis and landscape can prepare plan for future communication. It helps to
guide and recommended overcoming threats and weaknesses. Additionally, addresses about
opportunities and strength which creates objectives (Sherrow, Lang and Corbett, 2016).
Company involves digital media for influencing communication between them. Builds plan in
different segments like in six, twelve and eighteen months. It reviews plans per four months so
that clashes doesn't occur in janitorial and cleaners for job task.
Issues arise
On the basis of above communication flow finds out that janitors and cleaners has
communication issues therefore more clarification comes from janitor services department rather
than other manager or departments. Due to poor communication flow among janitors, cleaners
and other department relevant to task (Malyuga, Krouglov and Tomalin, 2018). They unable to
complete task on time. Apart from this, analyses organization uses various communication
channel i.e. meeting, conferences and email. This issue can overcome when organization reviews
communication channel per four months. Second, manager spends more time on media to clarify
their clarifications. To offer training communication sessions can help them to improve their

communication skills. Online communication channel is more appropriate rather than other
because they can direct communicate with senior authorities regarding task. Here requires
improvement in online channel which can resolve above issue.
PART 3
Film analysis through communication strategies process
British airway is the flag carrier airline of the UK, it is headquartered in Harmondsworth, the
main hub at London Heathrow Airport. It is also comes in second position as largest airline in
the UK.
Organization has three goals such as:
 Deliver an outstanding service for customers in every touch point.
 Grow organization presence in Key global cities
 Meets customers needs and improve margin through new revenue stream.
Customer goals
 Treat everyone as an individual.
 Do things properly
 Keep promise
Performance goal
 Sustain operational performance and fit
Partners goal
 To become responsible airline
Customer goals
Treat everyone as an individual
Organization has objective to treat each customer as special guest and focuses on their
needs and preferences so, they feel values for themselves. It is important for organization
because they want to keep sustainable relationship with customers so that improves brand
recognition in market.
 Gives high values to customers: In video analyse that British airway gives values to
customer by offering desirable aspects. For example British airway understand a lady
who lives in India and his son lives out of India mean in UK. To meet mother with his
son, British makes plan and ask her to make food for his son. On the other hand British
airway provides ticket to that person who lives in London, UK. Meanwhile employee of