The Chambers of Commerce and Industry Western Australia (CCIWA) brings together corporates, operating locally and globally to take advantage of the trading prospects offered on the platform. The association has more than 115 commercial business sectors spread across various industries of operations. The examples of the corresponding segments are territory chambers of commerce such as Tasmanian and Victorian, council for business leaders, and national industry associations (Chamber of Commerce and Industry WA 2018). The Chamber offers opportunities for business leaders to interact with senior managers and global professionals to influence government policies that impact the local and global business environment of the Australian people.
Players on the CCIWA platform have the prospects to simulate direct communication with political leaders, policy makers, and engage in debates with other industriesthat deliberate changes that benefit their businesses. The platform supports over 9000 business entities that subscribe to its ideals and vision (Chamber of Commerce and Industry WA 2018). The chamber offers an enabling platform for business engagements, trainings and capacity building, and effective negotiation for improved working environment in Australia, whichis in line with global practices.
CCIWA has an influence in the International Chamber of Commerce (ICC), givingit the advantage to engage in the G20 summit, UN commission of trade laws, and World Trade Organization (WTO) conferences. The presence of the association on these global conferences gives its members a significant advantage on policy influence, offshore expansion opportunities, and fairness when deliberating on trade laws with global partners. Listed members take advantage of the knowledge resource provided by the chamber for business improvements and mentorship. Access to reasonably priced loans, capacity-building resources, pools of industry professionals for consultancy services and employment opportunities within the platform are significant benefits enjoyed by the entities.
CCIWA serves a broader member base of businesses in various sectors of the economy. The forum engages in both verbal and visual forms of communication to address its members. McNair (2017, ) explains that visual communication strategies are employed in the professional environment to draw attention to issues or provide effective documentations for a specific industry. The communication from CCIWA are handled through emails or professional publication circulated to its members directly or uploaded on its website. It generates various industry specific documentation through its professionals to support its members in their trade ventures. The chamber employs integrated marketing communication tools to reach its members. The AIDA model of marketing communication best describes the chamber’s approach to communication. Wijaya (2015, p. 77) explains that such model describe marketing communication into the four stages, including attention, interest, desire and action. Therefore, CCIWA creates attention of the global business issues,generates an interest within its members, which later yield a desire. The aspiration for global opportunities necessitates actions among its members, achieves better economic engagements, improves profitability, and enhances living standards for the Australian citizens.
The changing preferences on the social communication landscape has influenced the models of relaying information at CCIWA. Nwabueze (2017, p. 3) avers that the social marketing theoretical foundation provides an avenue for the promotion and transmission of socially valuable information to reach the targeted audience. In response to the innovation of the global communication platform, CCIWA employs social media such as Facebook, Twitter, and Instagram among other platforms for marketing and disseminating information to its members.
Recommendations
- Given the growth in membership of CCIWA, it is important that it improves its communications strategies in line with the innovative global trends like video conferencing to limit travelling schedules of its members.
- Since the membership of the association involves businesses operational outside Australia, it is necessary for CCIWA to organize virtual training simulated on web portals and conduct webinars to innovatively deliver content to its members.
- The association should also improve its scope of members beyond the Australiato admit more entities for diversification of ideas and enhance industrial growth.
Reference List
Chamber of Commerce and Industry WA 2018, Membership information. Available from: https://cciwa.com/. [12 October 2018].
McNair, B 2017, An introduction to political communication. 5th edn, Routledge, New York, NY.
Nwabueze, C 2017, ‘Mass media and community mobilization for development’, International Journal of Communication, vol. 2, no. 1, pp. 1-9.
Wijaya, BS 2015, ‘The development of hierarchy of effects model in advertising,’ International Research Journal of Business Studies, vol. 5, no, 1, pp. 73-85.
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