Running Head: Communicating with Stakeholders 1

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Communicating with Stakeholders

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Communicating with key stakeholders

1. How can the IR (investor relations) function contribute building and maintaining

the company’simage and reputation, as well as its improving financial

performance?

The function of investor relations can evidently contribute in building of the brand values

and a strong brand image. Integrated Marketing Communication is important in contributing

to the branding image of product or company, and investor relations are one part of the IMC

corporate level communication. The integration does not just refer to sending messages, but

to providing a whole platform for the building of brand which gives stability to various

campaigns. However, for a strong brand identity, and brand image it is necessary to have a

strong team behind. This can be explained through the fact that the organization needs to

“live the brand” that they are selling. For this purpose, integration at corporate level is

impertinent and specifically with investors to give strength to the brand identity. A more

integrated approach contributes to improvement of financial performance because of the

strong brand image (Laurie & Mortimer, 2011).

2. How can the ER (employee relations) function increase employee identification?

The internal audience’s integration specifically the important role of the employee relation in

this field is evident. Employees need to take their part seriously in integration for getting to the

full benefits of integration. The need to instill the brand image in the culture of the organization

so that the employees live the brand; and consequently are identified as an ambassador of the

brand. The involvement of the employees in the integration process aids in getting the financial

and non financial goals of the company. For this purpose, however it is mostly noted that the
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area of employee relation is not usually in the remit of the IMC. The better the employee

relation, the better will be the employee identification (Laurie & Mortimer, 2011).

3. What are the conditions for the effective internal communications?

The philosophy of IMC is that the brand image is developed in the mind of a stakeholder by

not a campaign but it is the result of all interactions. For effective internal communication

process, the conditions are that; the IMC should must assume the customer point of view, the

message to all stakeholders must be delivered as a single and consistent voice; The messages

should be more clear and effective as compared to the competing messages; the message needs

to cut through the polluted commercial landscape; there must be an opportunity for two way

dialogue among the customer and it; the relationships must be long term (Shin, 2013)

4. What is the role of the GR (government relations) professional?

Every business deals under the umbrella of regulations hold by the governments of time. For

better efficiency, and not missing out on potential opportunities, and not crossing over any lines

a business needs to be familiar with the regulations that it works under. For this purpose, the

government relations professionals usually help. These professionals have the job to educate

their clients; businesses, about the various law making processes and to identify and constantly

monitor the issues which may affect their client businesses. Their role is to advice the business

on how to influence the said policy. They also have to role to lobby public officials and general

public for taking consideration of the advantage of their client (Translegal.com, 2017).
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5. What is experience marketing? What is the value of experience marketing? (i.e.,

why doesexperience marketing matter?) What vehicles can be used for creating

customer experiences?

Experience marketing is the way through which closer bonds are meant to be created

between the consumer and the brand by immersing the consumer in a memorable experience.

The value that this type of marketing gives if it is a success is the increase brand loyalty,

substantial referrals, customer retention and differentiate the brand among competitors,

consequently giving stranger sales in future. It matter because it is that strategy which has the

most potential for linking itself to the customer, for staying in the mind of the customer. There

can be many ways through which the experience marketing can be used for the purpose f

creating experience. It depends on the product and type of experience or message which the

company wants to communicate. Like, an automobile company can give test drives with formula

racers, or a beer company can give a vacation at amusement part for giving experience of

refreshment (Smith & Hanover, 2016).

6. How can the integrated marketing communication (IMC) approach

help organizations? Discusson the benefits of embracing the IMC approach in terms

of branding, ER and MR.

Integrated Communication Approach or IMC works on the philosophy that everything a

company does and the way it does everything sends a message. It can be explained by saying that

integrated approach revolves around the communication integration among all the stakeholders

of a company for effective sending of the message. This aids in the building of the right brand

image and consequently in increased sales. The implementation of IMC aids in providing a

stable platform for branding and various campaigns. Other than this, it aids in strengthening the
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employees relation for building of better communication. The media relations is another aspect

through which it benefits the organization giving integrated approach for media relations as well

(Laurie & Mortimer, 2011).

7. How can public relations personnel contribute to the IMC practices?

The role of public relations in contributing to the IMC is evident from the various areas in

which it takes part. Organizations depend on their personnel for public relation for their

corporate conciouness and takes advice from them for contributing to the society as good

citizens. Furthermore, they also are the advocates of the needs of the stakeholders consequently

the IMC approach. Moreover, it also advocates on strengthening the relationship with key

stakeholders crucial for organization efficiency. This shows how vast contribution is provided by

the public relations personnel to strengthen the IMC practices and for organizational efficiency

(Smith, 2013).

References:

Laurie, S., & Mortimer, K. (2011). ‘IMC is dead. Long live IMC’: Academics’ versus practitioners’ views.
Journal of Markeitng Management , 1466-1478.

Shin, K.-Y. (2013). The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s
Working Model. Springer Science & Business .

Smith, B. G. (2013). ReviewThe public relations contribution to IMC: Derivingopportunities from threats
and solidifying publicrelations’ future. Public Relations Review , 507-513.

Smith, K., & Hanover, D. (2016). Experiential Marketing: Secrets, Strategies, and Success Stories from the
World's Greatest Brands. John Wiley & Sons.

Translegal.com. (2017). What is government relations? Retrieved March 18, 2017, from Translegal:
https://www.translegal.com/capitol-corner/what-is-government-relations