Managing the Communication Process

Now that this semester is finally coming to an end, I can proudly say, I have learned and accomplished a lot. Managing the Communication process was a very informative class. To be absolutely honest, I at first thought that this class would be an absolute breeze. I was undoubtedly wrong. In this post, I will be going over what I have learned thus far, how it applies to my managing the communication process class, and how I intend to use my newfound knowledge in the future. I have always been an excellent communicator, but this class put it into a whole new context. Fortunately, I am now proud to call myself an expert on managing the communication process.


As I consider a future career as a marketing professional, I must understand the importance and role of managing the communication process. There a certain factors you must always remember.


First of all, I learned, what the managing the communication process actually is in the business and marketing view. It is the management of communication between marketing and the following: community, shareholders, other internal company departments, external media (journalists, bloggers, etc), senior company management, agencies, current customers, and prospective customers, also who ever else there may be relative to each individual business.


It is true to say that I have learned a lot but no one really is an expert. I have learned that in my future career, I am still going to be a student. You must always be learning and adapting, chasing perfection. I do not think I will ever stop learning things as I develop. I learned that communication is a process, not an event. The communication must be received, retained, and recalled. You must be efficient and retain a valuable reputation in this industry. Reputation is important, and I intend on building an excellent one right from the beginning, in fact, I have already started. The digital world is forever changing, so should your creativity. To stay competitive you must be never boring – be bold. The future is changing rapidly, and there are untapped markets out there waiting to be devoured. If you want to get in, get in, and be the best at it. Be good at what you do.


There are eight main things to look at when focusing on integrated marketing communications.


  • What are you campaign/communicative objectives?
  • Who is your audience?
  • What is the current situation?
  • What are the objectives or what is your desired result?
  • What is the key message?
  • Which media or message method (channel) will you use?
  • How will you measure or track this?
  • Last but not least, what is the budget?


It is important to align all resources and points of contact. Also, be consistent over time. It is easy to loose focus and get off track. An example of consistency is to always use the same methods or even the same logo. When dealing with audience know which tone or method to use best. Your reputation is important, so know what your brands reputation is at the time. Implement controls while still empowering staff. November 20, 13 I went to a leadership speaker event at Cascades Casino in Langley, BC. Here the speaker, who was a graduate of Harvard Business School, spoke about empowering staff. He confirmed what I learned from Rajinder Singh, my professor at KPU – its important to have controls in place, but there should be a balance between trust and control. The speaker at the event shared his experience, as a managing professional, employee’s work harder when they know their boss trusts them. This is just an example of the importance of communication. How will you communicate you care, how are you going to communicate you trust? How will you communicate whatever you are trying to get across, and what is the best method?


Get into the targets mind. Try to see through their eyes. See what they are thinking and or doing, relative to your message. As a marketer, this is the view that I will try to utilize.


There are three main media options – paid, owned, and earned. Paid media is something you must pay for, example, broadcast (TV or radio), print, and online. Owned media is, like my blog here, websites, and stakeholder communication. Finally, there is earned media, earned media is what others say about you. These three media options must be utilized and effectively used, dependent on each campaign and situation.


Research and tracking is very important as well. In-depth research is required before you figure out what exactly is needed. Statistics and certain markets need to be tracked. This includes, data mining, primary or secondary research, qualitative and quantitative, and competitive activity. Watching what competitors do is a great way to get a feel of which direction they are going in and why. Many successful businesses benchmark, it’s a great way to make sure you are competitive in your market.


I would like to finish off with one of the most important thing I have learned thus far. Any marketing professional needs to be an expert in this: listening. It’s a customer-centric environment in today’s world. Especially when focusing on technology, the rapid change requires active listening. You must stay up to date and with the times. Know your listening skills and know where to improve. Try and stay up to date with current times as well.


I know, in my future career that I will use what I have learned thus far, effectively and efficiently.


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