BBA 2026 Organizational Communication.
Reading Assignment
In order to access the following resource(s), click the link(s) below: Fadaei, M. (2016). Investigating the effect of internet marketing on customers’ decision to purchase (case study: Amico Industrial Group). International Journal of Information, Business and Management, 8(2), 134-144. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.proquest.com.libraryresources.c olumbiasouthern.edu/docview/1778467576?accountid=33337 Click here to view the Unit V Presentation.
Click here to view the Unit V Presentation transcript.
Unit Lesson
Introduction
In the first half of the class, the discussion centered on communication. In this unit, the focus will be on using communication techniques to effectively establish public relations and marketing for an organization. Marketing departments are concerned with advertising and public relations (PR), and the communication channels they use have radically changed in the last few years due to new technology platforms. Both advertising campaigns and public relations are concerned with publicity—sending a message to the audience (established customers and potential customers) about a product or service that the organization offers. In Forbes, Robert Wynne (2014) explains in his article, “The Real Difference Between PR and Advertising,” that advertising is considered to be paid media while PR is considered to be earned media. Each type of media platform—magazines, newspapers, television stations, websites, and so forth—has specific sections where paid advertising appears. With PR, the message moves outside of these paid-for sections into a story or the editorial section, which falls under the category of promotional activities. They often are concerned with more subtle publicity, involving relationship building and forging a mutual-trust relationship with the audience. This helps develop credibility. Communication Channels Communication channels are constantly changing in modern society. Media and communication models that have been established over the years have undergone fundamental changes, primarily due to the introduction of the Internet into our lives. Effective marketing communication in both PR and advertising depends on developing a compelling message and delivering it to the right audience. Traditional media sources, such as television, radio, and print, still exist and are viable options but are limited in scope when compared to online media. The Internet offers an almost borderless way to transmit communication to the world’s population. The trusted third party discussed by Wynne (2014) may no longer be a network or newspaper reporter, but instead, it may be a person on social media with thousands of people who follow his or her channel.
Case Study:
KitchenAid and Twitter Social media platforms are simply websites that allow people to communicate informally with others through written messages, photographs, audio clips, or videos. Each social media platform offers unique opportunities and challenges. Twitter is just one platform in a vast world of online media and offers a business almost instant worldwide communication with customers and potential customers. This can allow for effective PR, but it can also damage a company’s reputation just as quickly. For instance, KitchenAid posted a tweet about President Obama’s grandmother during one of Obama’s debates. The tweet said that President Obama’s grandmother had known his presidency was going to be bad and chose to die three days before he became president. The tweet was quickly deleted, and KitchenAid issued an apology. Cynthia Soledad, a senior member of the company, admitted that a junior staff member had been handling the company’s social media accounts, and the sentiment was in no way representative of the values of the company.