If a new identity is required, the organization's new strategy will also require
a new communication profiling strategy. The implementation of the profiling
strategy takes five core elements into consideration:
(1) defining the communication objectives (cognitive, affective and conative);
(2) choosing the target groups to communicate with (perhaps by applying
the linkage model of Grunig and Hunt (1984) for corporate stakeholders);
(3) segmenting commercial audiences (using the model of Rossiter and
Percy (1987)) before choosing the most effective channels to create
awareness and appreciation among selected audiences;
(4) identifying the key message of the corporate identity programme, i.e.
what should be said and how. And, last;
(5) organizing the corporate identity programme.
This will invariably involve senior managers from a variety of departments
including different communication specialists. The main tasks will be to ensure
consistency between behaviour and corporate communication as well as
evaluating the programme in order to determine whether or not the objectives
have been met, e.g. analysing changes in knowledge, attitude and behavioural
intent. The above described process is illustrated in Figure 6 (van Riel, 1995).