Organizational identity for the company is based on three tenets. They are objective content where there is discussion of the original aim of the media content developed, subjective factor which is connecting the messaged to the aim or the vision of the company and the aspirational content that is based on the passion which will be evoked form the development of the content.When the company is communicated its need to the employee it is important to note that the people in the company need to perceive the message that is disseminated. This should be accepted by the people and there should be a nuanced identity that is similar to the original vision of the company. Hence once the message is disseminated there should be the fundamental important given to understand how this message will be perceived by the people. As a second step the organization should be aware of the framing of the message and be able to persuade the employees to work towards the shared vision by ensuring the ethical mandates in each of the systemic processes of the company. Primarily to persuade the employees there must be combination of pathos, ethos and logos.
In other words the actual content should have the logical reasoning behind the framing of the language, emotional connect and the distinctive charm of the leader of the company. These should also seep through the persuasion of the employees. There should be mediated communication between the top management and the employees. The advantages of these tools are explained in the following. For framing of the message it is recommended that the channels of communication between the CEO and the people are based on mediated communication. IBM is a global company that operates in more than 170 nations. It is easier to reach out to the larger audiences through the portals of video and speeches. There can also be official corporate communications that can be made to address these changes.Key messages can be reached out to a larger audience. However when framing a particular content, it is imperative to note that the people would perceive the content based on their own interpretation. Therefore there should be other efforts taken by the company to reach out to the individual employees.