Chapter 1: Organizational Communications

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the primary advantage of maintaining a centralized corporate communication strategy?

  • It allows for greater autonomy in communication styles.
  • It ensures consistent messaging across all platforms. (correct)
  • It reduces the need for regional adaptation.
  • It enhances the organization's ability to innovate.

Which of the following is NOT a core aspect of corporate communication as outlined in the content?

  • Social media engagement (correct)
  • Crisis communication
  • Employee communication
  • Public relations

What does the term 'Core Identity' refer to in the context of corporate communication?

  • The training methods for communication teams.
  • The shared values and principles guiding all communications. (correct)
  • The external perception of the organization by the public.
  • The organization's operational policies and procedures.

How do regional communication teams contribute to a centralized communication strategy?

<p>They ensure communication is adapted to specific regional needs. (A)</p> Signup and view all the answers

What is a significant outcome of having coherent communication strategies within an organization?

<p>Alignment with strategic goals and improved stakeholder relationships. (D)</p> Signup and view all the answers

In Siemens' communication framework, what role does the central communication team primarily play?

<p>Managing global brand and core messaging. (D)</p> Signup and view all the answers

What is the key reason for ensuring that corporate communications align with the organization's strategic objectives?

<p>To strengthen the overall brand and manage stakeholder relationships effectively. (C)</p> Signup and view all the answers

What is one primary challenge organizations face when using social media?

<p>Loss of control over how content is shared and interpreted (B)</p> Signup and view all the answers

What is a key opportunity presented by social media for organizations?

<p>Real-time engagement with stakeholders (A)</p> Signup and view all the answers

In the input-output model, which of the following is considered an output?

<p>Products or services offered to stakeholders (D)</p> Signup and view all the answers

What distinguishes primary stakeholders from secondary stakeholders?

<p>Primary stakeholders are crucial for the organization's survival. (C)</p> Signup and view all the answers

What role do stakeholder engagements serve for normative reasons?

<p>To fulfill ethical obligations towards stakeholders (C)</p> Signup and view all the answers

What fundamental aspect does the stakeholder model address that differs from the input-output model?

<p>It includes the importance of balancing and engaging with various stakeholders. (C)</p> Signup and view all the answers

What is the primary purpose of press releases in media communication?

<p>To share news with the media and generate coverage. (A)</p> Signup and view all the answers

Which of the following best describes a consequence of negative publicity for a brand on social media?

<p>Damage to the brand's reputation (D)</p> Signup and view all the answers

What is a common misconception about social media's role in communication?

<p>It guarantees complete control over messaging. (C)</p> Signup and view all the answers

Which of the following is a method organizations use to influence the framing of a story?

<p>Strategic use of exclusion to omit certain details. (D)</p> Signup and view all the answers

How does social media analytics facilitate better communication for companies?

<p>It allows companies to tailor messages to specific groups. (C)</p> Signup and view all the answers

What differentiates a crisis from a general issue?

<p>A crisis demands immediate action beyond decisive measures. (D)</p> Signup and view all the answers

In stakeholder analysis, which category is described as likely to oppose an organization's course of action but is not considered influential?

<p>Problematic (A)</p> Signup and view all the answers

What role do syndicated media-monitoring services play for organizations?

<p>They analyze and track news coverage for reporting. (C)</p> Signup and view all the answers

What distinguishes owned media from paid media?

<p>Owned media is controlled by the organization whereas paid media is content that requires payment for exposure. (C)</p> Signup and view all the answers

Which type of communication method is associated with traditional media?

<p>Broadcasting which follows fixed communication rules. (A)</p> Signup and view all the answers

How do earned media generally benefit an organization?

<p>By generating authentic and credible word-of-mouth that drives traffic. (D)</p> Signup and view all the answers

Which of the following statements best describes the attributes of social networking sites?

<p>They provide a platform with both high social presence and moderate self-presentation. (B)</p> Signup and view all the answers

In the context of new media, what is a central characteristic of crowd-casting?

<p>It involves active participation from stakeholders in creating content. (B)</p> Signup and view all the answers

What is a key feature of collaborative projects within social media?

<p>They allow users to generate content without a significant organizational structure. (A)</p> Signup and view all the answers

What is an implication of the lower social presence in content communities like YouTube?

<p>Audience engagement is primarily in the form of video sharing and less interactive. (B)</p> Signup and view all the answers

What challenges do organizations face when integrating communication functions globally?

<p>Maintaining a centralized approach without considering regional preferences. (C)</p> Signup and view all the answers

What role does paid media play in the context of owned media?

<p>It serves as a channel that may enhance visibility for owned media. (B)</p> Signup and view all the answers

What type of stakeholder has the power to influence an organization but lacks both legitimacy and urgency?

<p>Dormant stakeholders (B)</p> Signup and view all the answers

Which stakeholders must be actively engaged by the organization due to their combination of power, legitimacy, and urgency?

<p>Definitive stakeholders (C)</p> Signup and view all the answers

In the Power-Interest Matrix, which group represents stakeholders who have high power but low interest?

<p>Key stakeholders (D)</p> Signup and view all the answers

Which type of stakeholder is characterized by having both legitimacy and urgency but lacks power?

<p>Dependent stakeholders (D)</p> Signup and view all the answers

What describes stakeholders who pose a threat due to their power and urgency but lack legitimacy?

<p>Dangerous stakeholders (D)</p> Signup and view all the answers

Which stakeholder type is typically characterized by charity organizations that are engaged due to ethical responsibilities?

<p>Discretionary stakeholders (A)</p> Signup and view all the answers

Which stakeholder category is least likely to engage with an organization despite having potential influence?

<p>Dormant stakeholders (A)</p> Signup and view all the answers

Who are the stakeholders that should be kept satisfied and not overwhelmed due to their high power but low interest?

<p>Key stakeholders (B)</p> Signup and view all the answers

Which stakeholder type actively raises pressing issues but lacks the power to influence decisions?

<p>Demanding stakeholders (D)</p> Signup and view all the answers

Which type of stakeholder has both power and legitimacy, making their interests critical to an organization?

<p>Dominant stakeholders (D)</p> Signup and view all the answers

Signup and view all the answers

Flashcards

Integrated Framework

A unified approach that aligns all communication functions under a single framework, ensuring consistent messaging across all platforms.

Core Identity

The organization's core values, vision, and principles that form the foundation of all communication efforts.

Consistent Messaging

Ensuring that messages across different channels and to various stakeholders align with the organization's core identity.

Centralized Communication

A communication structure where a central team oversees all communication efforts, while regional teams adapt messaging to local needs.

Signup and view all the flashcards

Centralized Communication Example: Siemens

Companies like Siemens use this approach to maintain consistent messaging across their global operations by centralizing key communication functions.

Signup and view all the flashcards

Importance of Centralized Communication

Organizing corporate communication under a centralized framework ensures consistency in messaging. This allows for efficient management of brand reputation and stakeholder relationships.

Signup and view all the flashcards

Benefits of a Strong Core Identity

Companies need to build strong brands and manage relationships effectively by aligning all their communication efforts with their core identity. This includes consistent and coherent messaging across all platforms.

Signup and view all the flashcards

Integrated Communication Functions

Centralized approach to managing communication globally, with room for regional variations.

Signup and view all the flashcards

Broadcasting

Information is broadcast from a source to a large audience in a controlled and planned manner. Examples: Television commercials, press releases, corporate newsletters.

Signup and view all the flashcards

Owned Media

When companies use platforms like websites, blogs, and social media accounts to directly control the information shared about their organization.

Signup and view all the flashcards

Paid Media

Content shared on other platforms where the company pays for exposure.

Signup and view all the flashcards

Earned Media

Customer-generated content about a company that spreads organically on the internet, often through word-of-mouth.

Signup and view all the flashcards

Content Communities

Platforms where people share content such as videos, photos, or presentations.

Signup and view all the flashcards

Social Presence

The feeling that others are present and interacting in real-time.

Signup and view all the flashcards

Self-Presentation

How individuals control the impression they make on others in an online environment.

Signup and view all the flashcards

Social Networking Sites

Platforms where people build profiles, connect with others, and share content.

Signup and view all the flashcards

Virtual Game Worlds

Online platforms where users interact as avatars in immersive, game-like settings. They often have high social presence and emphasize self-presentation.

Signup and view all the flashcards

Loss of Control

The ability of users to share, interpret, and manipulate content posted online, making it difficult for organizations to control the spread and impact of their information.

Signup and view all the flashcards

Negative Publicity

The potential for online communities to disseminate negative feedback about a brand quickly, damaging its reputation and public image.

Signup and view all the flashcards

Privacy Concerns

Concerns about the privacy and security of user data collected and used by social media platforms. Organizations must comply with regulations like GDPR to protect personal information.

Signup and view all the flashcards

Input-Output Model

The process of organizations transforming resources (inputs) into products or services (outputs) for external stakeholders.

Signup and view all the flashcards

Stakeholder Model

A model recognizing the importance of both internal and external stakeholders, including employees, communities, and government, not just those involved in financial transactions.

Signup and view all the flashcards

Instrumental Stakeholder Engagement

Engagement with stakeholders driven by the potential for business advantages and benefits.

Signup and view all the flashcards

Normative Stakeholder Engagement

Engagement with stakeholders driven by ethical obligations and a sense of social responsibility.

Signup and view all the flashcards

Primary Stakeholders

Stakeholders who are crucial for the organization's financial transactions and survival.

Signup and view all the flashcards

Secondary Stakeholders

Stakeholders who influence or affect the organization, but are not directly involved in financial transactions and are not essential for survival.

Signup and view all the flashcards

Moral Stakeholders

Stakeholders hold a moral or ethical interest in an organization, impacting its decisions and actions. These stakeholders may not have a formal legal relationship but are influenced by the organization's conduct.

Signup and view all the flashcards

Contractual Stakeholders

Stakeholders have a legal relationship with the organization due to contracts or agreements. They have legally binding obligations and rights.

Signup and view all the flashcards

Non-Contractual Stakeholders

These stakeholders have no formal legal relationship with the organization. They may have specific interests or concerns, but they are not directly bound by contracts or agreements.

Signup and view all the flashcards

Stakeholder Salience Model

This model categorizes stakeholders based on their level of power, legitimacy, and urgency. It helps organizations prioritize engagement strategies based on stakeholder characteristics.

Signup and view all the flashcards

Dormant Stakeholders

These stakeholders have the power to influence the organization but lack legitimacy or urgency. They are not actively involved yet.

Signup and view all the flashcards

Discretionary Stakeholders

These stakeholders have legitimacy but lack power and urgency. They are recognized as important but lack the influence to impact the organization's decisions.

Signup and view all the flashcards

Demanding Stakeholders

These stakeholders have urgency but lack power and legitimacy. They raise urgent concerns but may not have much influence.

Signup and view all the flashcards

Dominant Stakeholders

These stakeholders have both power and legitimacy, making them highly influential. Organizations must actively engage with them.

Signup and view all the flashcards

Dangerous Stakeholders

These stakeholders have power and urgency but lack legitimacy. They can pose a threat to the organization through disruptive actions.

Signup and view all the flashcards

Dependent Stakeholders

These stakeholders have legitimacy and urgency but lack power. They rely on other stakeholders to exert influence on their behalf.

Signup and view all the flashcards

Framing

The way information is presented and organized in news stories, influencing how audiences understand the information.

Signup and view all the flashcards

Emphasis

Presenting information in a way that highlights certain aspects and downplays others.

Signup and view all the flashcards

Issue escalation

A process that starts from a latent issue, becoming active and intense, potentially escalating to a crisis.

Signup and view all the flashcards

Stakeholders

Groups or individuals that have an interest in an organization's activities and are impacted by its decisions.

Signup and view all the flashcards

Antagonistic stakeholders

Groups or individuals that are likely to oppose a company's actions and have significant power and influence.

Signup and view all the flashcards

Study Notes

Chapter 1: Organizational Communications

  • Corporate communication manages communication with internal and external stakeholders
  • Aligns with business strategy, supports corporate identity, and ensures consistent messaging
  • Critical for reputation management, stakeholder engagement, and navigating the media landscape
  • Includes functions like public relations, branding, and crisis communication
  • Effective coordination of internal and external communication is key to establish and maintain a positive reputation with stakeholders

Key Terms

  • Mission: The organization's overriding purpose, aligned with stakeholder values and expectations
  • Vision: The desired future state of the organization.
  • Corporate Objectives: Overall aims of the organization, aligned with the purpose
  • Strategy: How the organization will achieve its objectives.
  • Corporate Identity: The organization's profile and values as communicated to stakeholders
  • Corporate Image: Immediate associations stakeholders have with the organization
  • Corporate Reputation: Overall representation of the organization based on past images.
  • Stakeholder: Any individual or group affected by or able to affect the organization
  • Market: A defined group of people who are or may be interested in a product/service
  • Communication: The tactics and media used for communication with internal/external stakeholders
  • Integration: Coordination of all communication channels to consistently represent the corporate identity to stakeholders.

Chapter 2: Integrated Communication

  • Integrated communication aligns marketing and public relations efforts to deliver a consistent message
  • Aims to unify brand identity and ensure coherence with stakeholders
  • Critical in today’s media landscape to control the narrative and maintain a strong, positive image

Chapter 3: Corporate Communication as an Integrated Framework

  • Corporate communication integrates various disciplines (marketing, PR, internal communication) under a unified framework
  • Core identity—the organization’s identity, vision, and values—is the foundation of all communication
  • Consistent messaging across all channels is key to maintain a credible brand image
  • Key communication areas—PR, marketing, employee communication, crisis communication—work together to project a unified corporate image

Chapter 4 : Input-Output and Stakeholder Models

  • Input-Output Model: Organizations take resources (e.g., labor, capital, info) from the environment and transform them into products/services for external stakeholders (customers, suppliers, shareholders)
  • Stakeholder Model: Expands the view of an organization by including internal and external stakeholders (employees, communities, government). Organizations must consider a wide range of stakeholder groups
  • Primary stakeholders are essential for financial transactions (necessary for survival).
  • Secondary stakeholders have an influence on the organization, but not for financial transaction

Chapter 5: Distinctiveness, Impact, and Consistency

  • Distinctiveness, impact, and consistency are essential goals for organizations to achieve recognition and a positive image—recognition/impact/trust
  • Organizations strive to create a strong and memorable corporate personality through symbolism, communication, and behavior
  • Monolithic, endorsed, and branded identities are different branding strategies used to achieve a unified brand image.

Chapter 6: Strategy Formation

  • Strategy formation must be adaptable and responsive to the environment.
  • It combines both planned and emergent processes and is about the organization and its environment
  • Mission and vision statements guide the strategy process

Chapter 7: Research and Evaluation

  • Evaluating communication campaigns is vital to ensure they are effective
  • Methods include audits, objective setting, planning & execution, measurement, and evaluation of results
  • Qualitative and quantitative methods used to measure the effectiveness of communication campaigns

Chapter 8: Media Framing and Coverage

  • Framing is about convincing an audience through a particular interpretation and underlying values
  • Organizations need to adapt their communication strategies to the evolving media landscape to effectively engage with journalists and news organizations
  • Journalists often prioritize newsworthiness which can lead to varying representations of the same organization
  • Positive vs. negative coverage affects reputation and long-term brand equity
  • Organizations should actively manage their relationships with media

Chapter 9: Managing Issues and Crises

  • Issues are unsettled matters that require decisions; crises are especially significant issues that demand immediate action
  • Stakeholder analysis categorizes stakeholders based on their level of opposition and power (problematic, antagonistic, low priority, supporter)
  • Issue-specific response strategies include buffering, bridging, advocacy, and thought leadership
  • Crisis management involves anticipating, preventing, and responding to crises

Chapter 10: Crisis Management Processes

  • Crisis management involves anticipation of possible crises, resilience in facing those crises, and effective communication
  • Planning involves a series of stages, from minimal to extensive
  • Crises can manifest as faux pas, accidents, transgressing or act of terrorism
  • Defensive vs. accommodating strategies during crises

Chapter 11: Corporate Social Responsibility

  • Activities organizations undertake to fulfil perceived duties as members of society
  • Defensive, charitable, promotional, strategic, and transformational approaches to CSR (corporate social responsibility)
  • Focus on ethical responsibility, community engagement, employee treatment, and ecological impact

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Quiz Team

Related Documents

Organizational Communications Exam 2023-2024 PDF

More Like This

Use Quizgecko on...
Browser
Open
Browser
Browser