Case Study of Johnson & Johnson: Creating the Right Fit between Corporate Communication and Organizational Culture

Early in Bill Nielsen’s tenure as the director of corporate communication  for Johnson & Johnson, Ralph S. Larsen, the CEO to whom he reported,  told him, “I believe in sunlight about everything.” Larsen wanted to  know the truth about company activities, whether good or bad, in an  open way and without embellishment, and offered his assistance to  Nielsen. From the start, then, Nielsen knew that the CEO would support  him as long as he, Nielsen, was honest and direct.

New to the company in the late 1980s, Nielsen soon discovered that none of the benchmarking studies about corporate communication could provide a model for Johnson & Johnson’s corporate communication function, because its culture is unique.… Read the rest

Why Integrated Marketing Communication is Important?

For marketing communication to be successful, sound management decisions must be made in the other three areas of the marketing mix: the product, service or idea itself; the price at which the brand will be offered; and the places at or through which customers may purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution.

Likewise, successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. To this end, a new way of viewing marketing communication emerged in the 1990s. It is called integrated marketing communication; this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways.… Read the rest

The Importance of Marketing Communication

Those who practice advertising, branding, direct marketing, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators.

The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media such as television, radio, magazines, and others. Massages travel to audiences through various transmission devices.

The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver’s senses.… Read the rest

Importance of Good Communication in Business

In the modern corporate world today, effective communication is vital in any type of businesses, because it builds a close interaction among each of the members from all the departments in an organization. It also can determine whether a business success or a business failure of the organization will be. Moreover, it does help the relationships to develop along good lines, and ensure that arguments and disagreements are kept to a minimum. For example, good communication skill is very important in partnership, so that the partners can avoid the problems of misunderstanding and petty quarrels.

We can measure the importance of communication skills in business sector when we take a look at the job advertisement.… Read the rest

Barriers in Cross-Cultural Communication

Cultural noise refers to barriers and impediments to successful communication among people of different cultures. Sources of cultural noise are numerous and could be consist of:

  • Difference in language for instance the same words have different meanings in two languages which can creates noise in communication.
  • Dissimilarity in non-verbal cues such as interpretation of body language.
  • Differences in values such as importance of being on time in a culture.
  • Self-reference criterion (SRC) which refers to one’s unconscious reference to one’s own cultural values when attempting to understand another culture.

In the process of organizational communication model, fail in communication at any point can happen.… Read the rest

External Communication in Business

Communication with people outside the company is called “external communication”. Supervisors communicate with sources outside the organization, such as vendors and customers. External communication comprehends all information developed by the company, which is related to its activity that is released in the press, for public knowledge. Such information is crucial in order to promote the company’s image.

When it comes to business communication, or for that matter, any aspect, the most important thing is the customer. We need to ensure that we deliver what the customer wants. Even when it comes to things like marketing or advertising, we need to show what the customer appreciates and likes.… Read the rest