[ABCOMM263] Lesson 3 & 4 – Communication Management in Historical Perspective
and Succeeding in an Organization through Effective Wring Communication
03: COMMUNICATION MANAGEMENT IN HISTORICAL
PERSPECTIVE
The Birth of Communication Management
Whenever people have depended on one another to complete
tasks or meet their needs, they have formed organizations.
The act of organizing started in clans, families, and feudal
structures. They communicate with workers, farmers, and
buyers.
Industrialization
The Industrial Revolution created even more complex
organizations with more complicated communication needs.
This resulted to the need a more organized handling of
publicity and promotions.
Exaggerated Advertisements
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Advertisements in the 18 century were so exaggerated to the
point that they were outright lies.
Newspapers were the main form of advertising, promotions,
and information dissemination in the 18th century.
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In the 19 century, industries were answering to no one
and were immune to pressure.
The New York Central Railroad Incident. “The public be
damned.” – William Henry Vanderbilt
The Mucrackers – Investigative journalists who exposed
scandals associated with power, capitalism, and corruption.
They raise awareness of unethical and harmful business
practices.
Because of this, companies paid more attention to
communication management.
Case Study: P.T. Barnum and Promotions
P. T. Barnum, cofounder of the famed Barnum & Bailey circus,
gives a sense of the uncontrolled nature of advertising and
promotions during the 1800s.
He began his career in the 1840s writing ads for a theater, and
soon after, he began promoting his own shows. He advertised
these shows any way he could, using not only interesting
newspaper ads but also bands of musicians, paintings on the
outside of his buildings, and street-spanning banners.
The Barnum and Bailey show promoted that they have a
mermaid but it was just a Fejee mermaid – a mummified
monkey and fish sewn together. Such marketing tactics
brought Barnum’s shows out of his establishments and into
social conversations and newspapers.
Although most companies today would eschew Barnum’s
outrageous style, many have used the media and a similar
sense of mystery to promote their products.
Apple, for example, famously keeps its products such as the
iPhone and iPad under wraps, building media anticipation and
coverage.
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20 Century
World War I was capitalized by organizations and companies
to sell their products by appealing to families affected by war.
Companies used direct and occasionally cunning approach to
copywriting.
Lea & Perrins’ Sauce – offers the promise of “Appetizing
meals in the Trenches” and encourages families to send
bottles of sauce to the front for a taste of home.
Waterman’s Ideal Fountain Pen – The slogan “Super Pen for
Our Super Men” was used to sell fountain pens. The
Waterman’s Ideal Fountain Pen was offered with the
opportunity for loved ones to have it personalized with their
soldiers’ regimental badge claiming it as the “ideal gift” for men
on active service. It is unclear how many soldiers actually used
fountain pens in the trenches as most wrote home with pencil.
World War I also became an opportunity for new organizations
to rise.
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Communication Management in the 21 Century
Communication Management has become more complex
because of public skepticism and government interference.
Increased competition also became a factor in strengthening
the Communication Management of organizations.
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Communication Management Changes in the 21 Century
1. A great consolidation of communication disciplines
 Public Relations Department – media
relations, government relations, employee
communications, community relations,
corporate design, issues management
 Marketing Department – branding,
advertising, and promotions
2. Increased coordination from a corporate perspective
3. More inputs of communication into decision making
Case Study: Barclays Bank (2002-2003)
Barclays is a UK based bank. In 2002, they released an
advertisement with the slogan, “A big world needs a big bank”.
The advertisements were received well by the public but this
turned into backlash as a few months after the release of
advertisements, Barclays announced closure of more than 170
branches.
Barclays tried to handle the issue by extending opening hours
and recruiting extra 2,000 staff. They also promised to produce
advertisements that are more humane and tangible.
 [ABCOMM263] Lesson 3 & 4 – Communication Management in Historical Perspective
and Succeeding in an Organization through Effective Wring Communication

04: SUCCEEDING IN AN ORGANIZATION THROUGH approach is better for a specific situation than the
EFFECTIVE WRITING COMMUNICATION standard approach.
Purpose: Inform; build image and goodwill
Communication Ability = Promotability
 Performance Appraisal – Evaluation of an
Writing Responsibilities
employee’s performance.
Purpose: Inform; persuade employee to improve
 Emails
 Presentation
 Memo of Congratulation – Congratulations to
 Memos and minutes of the meeting
employees who have won awards, been promoted.
 Formal reports Purpose: Build goodwill
 Technical reports
Types of External Documents produced in an Organization
Expectation 1: I’ll use form letters or templates when I need to
write.”  Annual Report – Report to stockholders summarizing
financial information for year
Reality 1: A form letter is designed to cover only routine Purpose: Inform; persuade stockholders to retain
situations, many of which are computerized or outsourced, stock and others to buy; build goodwill (company is a
Also, the higher you rise, the more frequently you’ll face good corporate citizen)
situations that aren’t routine, that demand creative solutions.
 Thank-you Letter – Letter to suppliers, customers, or
Expectation 2: “I’m being hired as a photographer or graphic
other people who have helped individuals or the
artist not a writer.”
company.
Reality 2: Almost every entry-level professional or managerial Purpose: Build goodwill
job requires you to write e-mail messages, speak to small
groups, write documents, and present your work for annual
Why was the document written badly?
reviews. People who do these things well are likely to be
promoted beyond the entry level.

Expectation 3: “I’m just a secretary; I’ll just pick up the phone.”

Reality 3: Important phone calls require follow-up letters,

memos, or e-mail messages. People in organizations put
things in writing to make themselves visible, to create a record,
to convey complex data, to make things convenient for the
reader, to save money, and to convey their own messages
more effectively.

Types of Internal Documents produced in an Organization

 Transmittal – Memo accompanying document, telling

why it’s being forwarded to the receiver  The language is stiff and legalistic
Purpose: Inform; persuade reader to read document;  The tone is selfish
build image and goodwill  The main point is unclear
 The request is vague
 Monthly Report – Report summarizing profitability,  Words were missed
productivity, and problems during period. Used to plan
activity for next month or quarter Criteria for Effective Messages
Purpose: Inform; build image and goodwill (report is
accurate, complete; writer understands company)  Clarity
 Complete
 Policy and Procedure Bulletin – Statement of  Correct
company policies and Instructions.  Efficient
Purpose: Inform; build image and goodwill  Goodwill
(procedures are reasonable)
Benefits of Improving Written Communication
 Request to deviate from policy and procedure
bulletin – Persuasive memo arguing that another  Saves time
 Makes your efforts more effective
 [ABCOMM263] Lesson 3 & 4 – Communication Management in Historical Perspective
and Succeeding in an Organization through Effective Wring Communication

 Communicate your points more clearly

 Builds goodwill

Organize your Information to fit your Audiences, Purpose,

and your Situation

 Put good news first

 Eliminate negative words whenever possible.
 Focus on what is possible, not what is impossible.
 Make sure your main point is clear
 Approach the subject indirectly when you must
persuade a reluctant audience.

Wiio’s Laws

Professor Osmo A. Wiio is a Finnish expert on

communication. He has formulated a series of communication
laws, expressed humorously but with serious content. These
are some of his laws:

1. Communication usually fails, except by accident

2. If a message can be interpreted in several ways, it will
be interpreted in a manner that maximizes the
damage.
3. There is always someone who knows better than you
what you meant with your message.
4. The more we communicate, the worse communication
succeeds.
5. In mass communication, the important thing is not
how things are but how they seem to be.