The role of physical metaphors for decision-making in integrated corporate communication

Abstract

Purpose -The role of metaphors in information management has generally been acknowledged due to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The aim of this study is thus to analyse physical metaphors as tools for making sequential decisions to achieve effective Integrated Corporate Communication (ICC).Design/methodology/approach -The paper draws on critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications.Findings -A revision of two well-known physical metaphors in the communication literature (the "wheel" and "umbrella") has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, since it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels.Research limitations/implications -The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses.Originality/value -The paper shows that while scholars have concurred that integrated corporate communication is crucial for different type of organisations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC. Key words: integrated corporate communication, physical metaphors, communication mix, message coordination 2 IntroductionUntil the end of '80s, in the traditional approach to marketing communications, companies and communication agencies create separate plans for each communication technique, such as advertising, direct marketing, sales promotions, etc. In most cases, the result was a fragmentation of information about the company/brand that was perceived in a different way according to the different type of communication means used. From the early '90s, an integrated approach to communication has been progressively introduced to use the same communication tools and to reinforce each other. By communicating the same information in advertising messages, in press releases and in direct mails, companies are in fact able to improve the effectiveness of communication.The basic principle of coordinating communication activities has thus been referred to by authors wishing to see a convergence of the Corporate affairs/Public Relations and Marketing functions of companies, based on shared concepts and methodologies (e.g., Kotler and Mindak, 1978;Porterfield, 1980;Smith, 2012).The integrated communication paradigm then spread under the name of "Integrated Marketing Communi...

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