Managing communication in the organisation: an integrated communication management model

The first part of this article provides an overview of communicationmanagement as an organisation function, and in doing so adopts asystems approach showing the interdependency of the variousSUbsystems. The role of the communication manager as channel in thecommunication process, uniting the various subsystems as an effectivefunctioning whole, is discussed. Conceptualising integratedcommunication and its role in the market environment, as well asadvantages associated with such an approach, the article argues that anintegrated approach is needed to successfully manage communication inthe organisation. In the second part, an integrated communicationmanagement model is proposed, showing communication management atthe micro, meso and macro levels of the organisation. Exploring some ofthe factors that may impede support for an integrated approach, theauthors conclude that implementation of an integrated communicationmanagement model impacts significantly on the role of thecommunication manager as attitude and opinion leader, both inside andoutside the organisation.