Integrated Business Communication













Integrated Business Communication

Carmen M. Roman

Dr. Victor Villarreal

Managerial and Business Communication (MGT-505)

March 15, 2013























In today’s high-paced, technology-driven market, the means companies do business is continuously evolving.  Buying or selling isn’t only done face to face anymore, in today’s business world are done through different ways and several communication channels. Savvy businesses are marketing their companies in ways never prior to visualized: using e-marketing campaigns or programs, search engine optimization (SEO), pay-per-click, e-mails, banner advertisements, Webinars, blogs, RSS supplies, podcasts and Internet television. In addition to traditional methods like print, mail order, public relations, billboards, radio, and 
and television.






























As a future executive, explain what you think are the most important communication issues you will have to face as you embark upon your career.

            The foundations of integrated business communication were built on the principle of integrated marketing communication. For any organization an executive are key people for management and he needs to make very crucial decision. Communication involves both receiving and sending messages.  For the purpose of management, it is important to give thoughtful consideration on how to accomplish each task most effectively. In this respect what management is looking for is judgment the ability to communicate (which means listening as well as speaking), human concern, openness of mind, and the ability to concentrate.

Managers must make intelligent and informed choices about channel and media selection, depending on a multitude of variables, including the purpose of the information exchange, the existing level of uncertainty on the items under discussion, and the extent to which people are savvy with the various communication options available. Communication competence therefore requires the selection of the most appropriate or socially acceptable channel, and the one that will be most effective in the accomplishment of relational and informational goals (Westmyer et al., 1998). With those strictures in mind, managers will be more likely to function effectively if they:

  • Determine the informational purpose behind communication episodes – for example, is the primary purpose to transmit uncomplicated information, reduce uncertainty or resolve interpersonal conflicts?
  • Consider the logistical issues involved in bringing parties together for face-to-face encounters. Often, this is just not possible (or may be expensive).
  • Evaluate the familiarity of the individuals concerned with the technological options available.

There is a necessity to monitor employee actions in terms of e-mail content and websites accessed in order to protect the company. Employee access to the Internet also brings its own set of problems, such as accessing inappropriate or offensive materials. Monitoring can help to counteract this.

Managers need to be aware that the dynamics of e-groups differ from those that operate face-to-face. At the same time, there are no hard and fast findings regarding computer mediated communications, as a number of factors have been shown to impact upon the efficacy of the interaction (Ramirez et al., 2002), including:

  • the technology being employed and how familiar and at ease particular individuals are with it
  • the purpose of the encounter
  • how many people are involved
  • total number of locations and number of people at each
  • time available for the interaction
  • time of day
  • physical distance between people
  • extent of cultural similarity between participants

Disagreements can occur in any group situation, but it has been found that those occurring in electronic interactions promote deeper conflict than those in face-to-face encounters. In e-groups, it has been shown that flaming remarks doubled (Kiesler and Sproull, 1992). This is partly due to the lack of non-verbal contact with other members, which causes higher levels of misunderstandings to occur. It is also because the risks of overt aggression or violence from the other person are removed in mediated communication.

These are the most recently issues that new technology broad, but we steal dealing with the a silo mentality and the need to making sure that any company that you might work with it speaks with one voice to confront the challenge of the future. (Stuart, page 7)

Discuss whether communication will become more complex, or less complex, and why.

           I think that in future the communication will become more complex for organization. There are various reasons for that such as organization and technological changes, ethical uncertainties, social responsibility, security issues and fierce competition in market. One of the main purposes of business communication is gaining and keeping customer attention. In current situation all the business somehow use Internet, as medium of communication but it will soon need to make a significant decision. The question might be arising such as; will they hold a web site or a web service? The reason behind this situation is information pollution and information overload (Haycocks, 2011).Due to popularity of social media and social networking sites the organization needs more careful attention of social responsibility.

Business communication is a dynamic, two-way, multiple influenced, and transformational translation process (Sherblom, 1998). The complexity and variety of the translation process is intricate given that individuals send and receive messages via multiple languages and cultures in varying business and social environments. The multinational companies need to learn about cultural difference, language barriers and local customer relationship for effective communications.Evidence abounds of an increasing escalation of business globalization (Bartlett, 1989; Nadesan, 2001; Prince, 2001; Sands, 2001). Increasing competitive pressure is being placed on international firms to develop worldwide communication networks within their own firms, as well as with their suppliers, customers and their external constituencies such as government agencies and special interest groups (Babcock and Babcock, 2001; Fisher et al., 2001b). This phenomenon is compounded by the constant development in technologies that allow a rapidly expanding number of messages to be exchanged within a short span of time and across large geographical distances. Communication skills that bridge cultural boundaries are therefore critical to both employee and organizational effectiveness. The organizational implications of diversity mean that individuals who come from different cultures and possess different language competence levels will require specific strategies that can help them achieve effective communication during business interactions. This is because it is anticipated that their roles as producers and customers will add value to interrelated global business networks (Porter, 1985).Individuals’ dispositions are informed by their early social and cultural experiences and, consequently, with respect to communication in groups and organizational contexts, culture shapes our interaction goals, which in turn, have implications for our styles of interaction, our interpretation of behaviors and communications, and our management of cultural conflict (Hofstede, 1995; Zorn and Violanti, 1996; Kozan and Ergin, 1998; Weaver, 1998).   The power of digital communication looks that doesn’t have limits, opening doors for businesses to rethink in the best way they communicates with customers, employees, and others stakeholders.   In this new flat world it is not enough just to rely solely on technological expertise, managers need to develop a deeper appreciation for the social and human dimensions influenced by technology. (Stuart, page 288)

Address what role technology will play in the communication of thoughts and ideas

The number of media tools has grown
exponentially over the years, giving business a vast range of opportunities to send
their messages to their target audiences.Making difficult to sort out the channel that best
reach your audiences in the most appropriate
ways. A younger consumer will have different media consumption behaviors than a
baby boomer, so you need to know the needs
and wants of your target audiences, and then get
the right message to them via the appropriate
channel.  The role technology can play in communication of thoughts and ideas such as (Schultz 2003):

a) Identify customers and potential customers.

b) Determine value of both customers and potential customers.

c) Developing communication message that reaches both customers and targeted potential customers.

d) Developing and implementing communication strategies to reach both groups.

e) Determining the return on investment (ROI) by reaching both groups.

f) Evaluating results.

The Internet is change the very nature of opportunities and threats by altering the life cycles of products, increasing the speed of distribution, creating new products and services, erasing limitations of traditional geographic markets, and changing the historical trade-off between production standardization and flexibility. The Internet is altering economies of scale, changing entry barriers, and redefining the relationship between industries and various suppliers, creditors, customers, and competitors.  These technologies help businesses to retain longtime customer and add more potential buyers. Management can have ideas about the buying behavior of customers through databases that track what consumers buy, how often they buy and how much they buy. The best examples in our daily life are reward card or regular customer saving discounts in grocery store such as Food line, Wal-Mart, Martin and Kroger, etc. The ideas behind reward cards are that companies can analysis-buying behavior of potential buyers. Many companies’ issued credit cards and special discount for first time purchase to create more loyal customers. A recent survey found about $16 billion dollars’ worth of rewards isn’t redeemed each year. That’s of third of all the points consumers earn and it translates into more than $200 a year per household (Consumers news, 2011).

Discuss how the information gap between generations, cultures, income levels, and education can be resolved.

In order to resolve information gap between generations we need to choose right communication channel. By choosing right communication channel we can able to identify needs of potential customers. The good examples is company’s promotion program in which company target older people by using print media such as newspapers, magazines and brochures. While for targeting younger generation they often use television and social networking site for products awareness. A recent survey shows that 65% of adults use social networking site and baby boomers are increase their use of sites (Press release, 2011).

A gap between two cultures is responsible for hinders mutual understanding or relations. The good example is communication of workplace in USA and India. In USA employees are very professional and relation limited to particular job while in India employee believe in strong personal relation.

A gap between two income levels can bridge by making income level segmentation. The market segmentation concept is crucial to market assessment and market strategy. It can be segmented into various groups such as age, income, product type, geography, buying patterns, customer needs, or other classifications. Define your terms, and define your market (Berry, 1999).

The gap in education can be resolve by educating the workforce to confront the increasing global competition, new technology, and innovations.  As global pressure grows, American employers continue to raise the hiring standards of basic, technical, and academic preparation for new applicants. Further, employers are looking for more than credentials. They are increasingly focused on demonstrated competencies, real world application, related experience, and preparation for new workplace cultures. The employment standard of tomorrow workplace is the demonstrated ability to adapt to the constant change in skill and application demands of the evolving workplace.

Include a statement of your personal philosophy on the future of integrated business communication.

Through the advantages of integrated business communication in the network marketing arena can optimize enterprise strategy and tactics, which provide a playing space with the most creative, the richest and most valuable wisdom and knowledge to do business.























Communication in any corporation is critical to the daily functions that define the corporations’ success in today’s world.  Therefore, applying appropriate communication methods is imperative. Communication methods will vary for every corporation; sometimes requiring detailed analysis’s to determine the most successful communication methods for both management and employees. Many people still continue to struggle with the ability to communicate their thoughts and ideas effectively, which in return makes it nearly impossible for them to compete effectively in the workplace, and can potentially affect their career progression. Getting the message across is paramount to progressing despite the current trends that are affecting business and administrative communication.















Stuart, B. E., Sarow, M. S., & Stuart, L. (2007). Integrated business communication: In a global marketplace. Hoboken, NJ: Wiley.

Consumer News. (2011, July 1). Redeeming Credit card rewards points takes strategy. Retrieved from

Westmyer, S. A., DiCioccio, R. L., and Rubin, R. B. (1998) Appropriateness and effectiveness of communication channels in competent interpersonal communication. Journal of Communication 48: 27-48.

Ramirez, A., Walther, J., Burgoon, J., and Sunnafrank, M. (2002) Information seeking strategies, uncertainty, and computer-mediated communication. Human Communication Research 28: 213-28.

Kiesler, S. and Sproull, L. (1992) Group decision making and communication technology. Organizational Behavior and Human Decision Processes 52: 96-123.

Hargie, O. and Tourish, D. (1999) The psychology of interpersonal skill. In A. Memon and R. Bull (eds) Handbook of the Psychology of Interviewing. Chichester: Wiley.