10 Questions
What is the primary focus of branded content in terms of connecting with audiences?
Emotional level
What is the main distinction between marketing public relations and corporate public relations?
Focus on marketing products versus communicating with investors
What is the primary purpose of corporate advertising?
To enhance the company's image
What is the impact of social media on corporate communication in the 21st century?
It has increased the importance of stakeholder engagement
What is the primary goal of sponsorship in corporate communication?
To improve the company's image
What is the primary characteristic of branded content?
Indirectly related to the value of the product
What is the era of corporate communication characterized by the rise of social media?
Stakeholder Engagement Era
What is the primary difference between customer and consumer?
Customer is a direct buyer, consumer is an end-user
What is the primary focus of corporate public relations in terms of stakeholders?
Investors, employees, communities, and government
What is the primary goal of crisis communication in corporate communication?
To manage and respond to crisis situations
Study Notes
The Power of Social Media and Media Coverage
- Social media allows users to directly interact with incidents and raise their voice, putting pressure on corporations to change their behavior.
- Media coverage can amplify a crisis, leading to pressure on corporations, including CEOs apologizing and compensating victims.
The Evolution of Corporate Communication
- 21st century: Stakeholder Engagement Era
- Average person is exposed to 13,000 commercial messages a day, making it difficult for organizations to be heard and stand out.
- Consistent messaging helps organizations be known and remembered by stakeholders.
- Internet and social media have led to the rise of new media channels, such as corporate blogs, websites, and sponsored online communities.
Integrated Communication
- 1980s: Corporations brought in-house agents to deal with product and public image, leading to separate Public Relations and Marketing departments.
- 2010s: Rise of social media and branded content drove a further wedge between marketing and public relations.
- Branded content involves generating content that is indirectly related to the product, aiming to connect with audiences on an emotional level.
- Examples of branded content include Who Gives a Crap’s “Flush Your Ex” and Duolingo and Peacock Reality Dating Show: “Love Language”.
Corporate Public Relations
- Involves communication with investors, employees, communities, the media, and government.
- Activities include issues and crisis management, community relations, investor relations, media relations, internal relations, and public affairs.
- Separate from marketing public relations, which focuses on marketing products and services.
Shared Activities
- Corporate advertising (emphasizing corporate image)
- Sponsorship (e.g., Coca-Cola and Olympic Games, Smirnoff and Spotify "The Equalizer")
This quiz explores the role of social media and media coverage in shaping corporate communication, specifically in crisis situations, and how it can lead to changes in corporate behavior.
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