21129 Chapter Notes - Chapter 10: Trade Association, Byrsonima Crassifolia
Managing Communication II
Audiences
Intra-organisational Communication:
Internal audiences such as employees
•Upward: communication flowing from subordinates to superiors including employee feedback on
rules, strategies, implementation etc. This is significant as employees are most familiar with
essential information regarding customers, services and products.
•Downward: communication flowing from superior to subordinates with the various aims of
instructing employees, providing goals, explaining how they can be achieved, and giving
feedback concerning performance.
•Horizontal: communication between different departments, such as between marketing and
finance.
Inter-organisational Communication:
Other organisations such as partners and suppliers that have become increasingly important
•Necessity: Collaboration might be based on the fact that an organisation is working together with
another organisation in order to meet legal or regulatory requirements.
•Asymmetry: Collaboration can be driven by the wish to control relevant environments. A clothes
manufacturer might work closely with its suppliers in order to exercise control and power over
them.
•Reciprocity: The interests of two organisations might be better pursued when they join forces and
form an alliance from which both benefit, such as occurs in a trade association.
•Efficiency: Obviously, this motivation to collaborate is based on the idea of improving
organisational performance through collaboration.
•Stability: Organisations might collaborate in order to maintain a level of stability otherwise
unreachable.
•Legitimacy: Organisations seek collaboration in order to legitimise their own business. Shell, for
instance, works together with Greenpeace, which obviously helps Shell to produce the image of
a caring and responsible company.
Wider Society Communication:
Stakeholders, particularly consumers, to be informed and influenced by media and advertising.
The Branding of Learning
a) !Explain the power of branding and from the text, generate a list of 10 ways that corporations are
communicating their brands into schools and universities. "
Branding in schools is a method of accessing an un-tapped market in the form of easily-influenced
children, who may be swayed by Corporate partnerships, sponsorships agreements, brand
promotion in cafeterias and sports programs, brand logos on schools equipment, building brand
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