Integrative Communication for Organisational Sustainability

Communication units within organisations strive to positively manage their internal and external relationships with stakeholders. The development of an integrative communication relationship model to assist communication practitioners to understand and manage these relationships is vital. This model allows practitioners to develop communication strategies that promote organisational sustainability and focus on the influence of integrative communication on the sustainability of organisations and it examined the important role of the integrative communication function in organisations. The findings illustrate that integrative communication have a definitive influence on organisational sustainability and play a different role in the various organisations investigated. Furthermore the findings show that within these organisations integrative communication had a distinct relationship with stakeholder engagement corporate governance the financial perspective and the resource perspective influencing organisational sustainability. Unique to the findings was the emergence of a new construct “strategic inclusion” which is a new construct within the academic field of communication.