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3) Organization and operationIn order for ‘integrated communication’ to develop, there has to be a permanent and detailedexamination of the current entity’s internal organization. This has to be two-folded: Of course,a check-up concerning the hierarchy of the organizational structure has to happen – who hasthe final competence regarding all communication activities. Naturally, this unit/departmentshould be as high ranking in the hierarchy as possible. But at the same time there also has tobe a clear and accurate scan of the operational structure – do the right staff units takedecisions, who gives information, how is this information given forth and processed.4) Integration on the personnel levelThe increasing specialization of our times bears the tremendous risk of people and divisionsonly being able to take into account their own instrument of communication. Differentdivisions may therefore only take into account their own goals and their own instrumentswithout seeing the necessity to work on a united approach. This naturally contradicts the aimof ‘integrated communication’. Hence, it is of vital importance for any entity trying toestablish the concept of ‘integrated communication’, to promote the willingness to cooperateand coordinate of its staff and to clearly communicate the advantages of this concept. Theidea of ‘integrated communication’ gives a very good starting point and provides fororientation for entities that look for a guideline in their communication strategy. This concepthelps in taking stock of the current status of one’s communication activities in order tointegrate them and make them more effective.C. ‘Business campaigning’ 48Besides the concept of ‘integratedcommunication’, another concept especiallycaught our eyes as being very useful for thepurposes of this report: ‘business campaigning’.Just as ‘integrated communication’ theoverriding aim of ‘business campaigning’ is togive campaigns a structure, to make planningprocesses more efficient, implementation easier and to make them more effective as a whole.48 Bruhn Manfred, Integrierte Unternehmens-und Markenkommunikation (Stuttgart: Schäffer-Poeschel Verlag,2003).Chart 2: Levels of ‘business campaigning‘14
1) Definition of ‘business campaigning’Peter Metzinger, who is the principal advocate of the concept of business campaigning, startsa definition from the term ‘campaign’ itself. A ‘campaign’ is as a process of change in orderto reach a certain goal through adept application of communication strategies. Following thisdefinition of a campaign Metzinger tells us that ‘business campaigning’ is the management ofthis process of change which provides us with many guidelines for the systematicdevelopment and analysis of effective strategies.2) Focus on planning processesThe concept of ‘business campaigning’ focuses on the planning processes regarding tangibleactivities during a campaign. Metzinger gives four different levels of planning processeswhich have to be distinguished and adhered to if a campaign has to be integrated.a. Normative levelThe normative level of planning gives importance to the fundamental concept, to the overallmission statement and the elementary topics of a campaign. Here, such basic questions as forexample do we want focus on certain grand topics or only on certain partial aspects have to beanswered. Moreover, it is vital to every successful campaign to identify its goals. Naturally,all of these aspects of the planning process’s normative level are the duties of the highestorganizational level of the entity.b. Strategic levelThe strategic level of planning has to answer the question of timing – how long is the timehorizon for the campaign in its entirety. It may be useful to subdivide the campaign as awhole into different strategic sub-campaigns analog to its goals. Here, the decision-makingauthority has to lie also with the highest level of the entity. However, the preparation andplanning as well as the recommendation for certain actions must be located with the adequateexperts of a defined department, for example specialists for CSR, marketing, operationalservices, etc.c. Operational levelIn contrast to the strategic level of the planning process, which is mainly occupied with thelong-term aims of a campaign, the operational level is engaged solely with its mid-term goals15
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Page 4 and 5: . Internationalization ............
Page 6 and 7: AcknowledgementsThe authors of this
Page 8 and 9: Abbreviations- AIDS: Acquired Immun
Page 10 and 11: MethodologyThis project was conduct
Page 14 and 15: sensitized to the importance of mak
Page 16 and 17: international set of rules for soci
Page 18 and 19: certain brand. 28 A survey conducte
Page 20 and 21: approach and was reflected in both
Page 22 and 23: Therefore, most of these academic w
Page 26 and 27: linked to the above mentioned sub-c
Page 28 and 29: Euros yearly budget - paid by the F
Page 30 and 31: team, is an active player in the fi
Page 32 and 33: As a leader football regulator, UEF
Page 34 and 35: Football for All, Football and Huma
Page 36 and 37: B. Ad Hoc Partnerships 78The Ad Hoc
Page 38 and 39: Platini. Platini, who came to power
Page 40 and 41: the past, for instance connected to
Page 42 and 43: white ‘Respect logos’ on the ad
Page 44 and 45: • The visibility - Though we will
Page 46 and 47: future:• UEFA can drop the ‘Res
Page 48 and 49: messages - do we want a system of o
Page 50 and 51: When it comes to the third of the c
Page 52 and 53: ‘Respect technology’: This issu
Page 54 and 55: UEFA define the organization’s ac
Page 56 and 57: 2. Recommended Actions - ‘Ten Poi
Page 58 and 59: winning team by the end of each sea
Page 60 and 61: infrastructure and improves financi
Page 62 and 63: that also crisis situations touchin
Page 64 and 65: Captains of both teams and official
Page 66 and 67: major campaigns. In our opinion it
Page 68 and 69: possible to start right away with t
Page 70 and 71: Following these recommended guideli
Page 72 and 73: Community.http://www.bitc.org.uk/re
Page 74 and 75:
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Page 76 and 77:
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The HollandBelgium Bid. “UEFA win
Page 80 and 81:
Appendix:Note to the reader:Due to
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