Integrated communication: a theoretical perspective
Considers the role of communication theory in the study of corporate communication outlining an approach whereby the former can be integrated into the latter so as to provide maximum benefit for educators, students and professionals. Offers various definitions of corporate communication and looks at a hierarchy of levels of communication theorizing. Also features a taxonomy of teaching and learning strategies and outcomes, noting the value of communication theory in preparing graduates for a diverse world
E-Value Strategies in Internet Retailing: The Case of a Malaysian Leading E-Coupon Retailer
Internet retailing industry is considered as an infant industry in Malaysia. Although there has been a rising trend, weak e-commerce infrastructure has resulted consumers to perceive online transaction to be unsafe. This study investigated on e-value strategies adopted by a Malaysian leading Internet retailer in order to change consumer’s skepticism. The e-value strategies employed by the case company emphasized on value innovation which include flexible organizational structure, open communications, innovative spirit, and people focus and strong work culture. It is evident that the company has benefited from value creation and innovation where sustainable strategic efforts were combined with entrepreneurial knowledge in designing the deal creation process.
Public relations as a source of power
Current thinking among some social scientists has suggested that public relations practitioners possess an influence, a power, that is comparable to that wielded by the nation's military decision-makers and the chief executives of major corporations. The reason? That the power to influence and persuade can bring about “social conditioning” that in and of itself has the potential to change society dramatically. The author of this article analyzes some of the writings of political and social scientists who have discussed the influence of the mass media, and suggests to today's public relations professionals that they should be prepared to discuss their role in society from the point of view of those who attribute to them great—and sometimes undeserved—influence. Lee Levitt, APR, is executive vice president of PR Aids, headquartered in New York City. He holds a bachelor of arts degree from the University of Tennessee, where he majored in political science.