Podcast
Questions and Answers
What is one aim of the corporate communication course?
What is one aim of the corporate communication course?
What is corporate communication primarily considered as?
What is corporate communication primarily considered as?
Which statement best describes the role of corporate communication in organizations?
Which statement best describes the role of corporate communication in organizations?
Which of the following is NOT a characteristic of a reflective practitioner in corporate communication?
Which of the following is NOT a characteristic of a reflective practitioner in corporate communication?
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What is emphasized in corporate communication's theoretical foundation?
What is emphasized in corporate communication's theoretical foundation?
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Which area does corporate communication draw from for academic research?
Which area does corporate communication draw from for academic research?
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What is a key benefit of understanding theoretical aspects of corporate communication?
What is a key benefit of understanding theoretical aspects of corporate communication?
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How should corporate communication strategies be designed according to the course objectives?
How should corporate communication strategies be designed according to the course objectives?
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What is one of the primary reasons organizations are using more communication clutter?
What is one of the primary reasons organizations are using more communication clutter?
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How does integration within communication departments improve organizations?
How does integration within communication departments improve organizations?
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Which of the following is NOT a component of Barbie's promotional strategy for the movie?
Which of the following is NOT a component of Barbie's promotional strategy for the movie?
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What impact does media multiplicative have on message effectiveness?
What impact does media multiplicative have on message effectiveness?
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What is the main purpose of having a clear strategic direction in communication?
What is the main purpose of having a clear strategic direction in communication?
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What motivated organizations to hire writers and former journalists as spokespeople?
What motivated organizations to hire writers and former journalists as spokespeople?
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Which two separate disciplines emerged from the evolution of communication mentioned in the content?
Which two separate disciplines emerged from the evolution of communication mentioned in the content?
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What economic situation occurred in some countries during the period from the 1930s to the 1980s?
What economic situation occurred in some countries during the period from the 1930s to the 1980s?
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What was a consequence of public skepticism towards big business during the economic reforms?
What was a consequence of public skepticism towards big business during the economic reforms?
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Who were particularly at risk in their efforts to expose societal issues?
Who were particularly at risk in their efforts to expose societal issues?
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What role did advertising agents play in the context provided?
What role did advertising agents play in the context provided?
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What issue did professionals identify during the communication problems realization?
What issue did professionals identify during the communication problems realization?
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What was a primary concern of Public Relations as outlined in the content?
What was a primary concern of Public Relations as outlined in the content?
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What marked the beginning of corporate communication in relation to trades of goods?
What marked the beginning of corporate communication in relation to trades of goods?
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What role did professional communicators serve during the industrial period?
What role did professional communicators serve during the industrial period?
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What type of journalists played a significant role in exposing corporate and government corruption?
What type of journalists played a significant role in exposing corporate and government corruption?
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Which of the following best describes the 'publicity-seeking approach' during the industrial period?
Which of the following best describes the 'publicity-seeking approach' during the industrial period?
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According to Walter Lippmann, who is responsible for shaping the facts of modern life?
According to Walter Lippmann, who is responsible for shaping the facts of modern life?
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What was one significant consequence of the industrialization of society on communication?
What was one significant consequence of the industrialization of society on communication?
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Which group of individuals was primarily hired for activities related to publicity during the early corporate communication phase?
Which group of individuals was primarily hired for activities related to publicity during the early corporate communication phase?
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What societal attitude was exploited by early press agents and promoters?
What societal attitude was exploited by early press agents and promoters?
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What is primarily satisfied by the role of marketing?
What is primarily satisfied by the role of marketing?
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Why is integration of internal and external communication essential?
Why is integration of internal and external communication essential?
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What is a consequence of employees overlapping their roles with customers and investors?
What is a consequence of employees overlapping their roles with customers and investors?
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What are organizations increasingly required to demonstrate to their stakeholders?
What are organizations increasingly required to demonstrate to their stakeholders?
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Which of the following best describes the role of public relations compared to marketing?
Which of the following best describes the role of public relations compared to marketing?
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What strategy do organizations often adopt to ensure consistency in their communications?
What strategy do organizations often adopt to ensure consistency in their communications?
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Which of the following drivers contributes to the need for communication integration?
Which of the following drivers contributes to the need for communication integration?
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What is a key factor organizations must align in order to maintain effective communication?
What is a key factor organizations must align in order to maintain effective communication?
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What is the primary aim of brand management?
What is the primary aim of brand management?
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Which aspect does brand management specifically NOT focus on?
Which aspect does brand management specifically NOT focus on?
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Why is a broader focus important in brand management?
Why is a broader focus important in brand management?
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What does the personality of a brand refer to?
What does the personality of a brand refer to?
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Which stakeholders are essential in brand management?
Which stakeholders are essential in brand management?
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How does brand representation impact public perception?
How does brand representation impact public perception?
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What is considered a strategic management perspective in brand management?
What is considered a strategic management perspective in brand management?
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What is NOT a component of a brand's identity?
What is NOT a component of a brand's identity?
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Which is an outcome of effective brand communication?
Which is an outcome of effective brand communication?
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What does disseminating brand messages typically involve?
What does disseminating brand messages typically involve?
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What can lead to a strong brand identity?
What can lead to a strong brand identity?
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What is the role of internal stakeholders in brand management?
What is the role of internal stakeholders in brand management?
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Which of the following describes the overall objective of brand management?
Which of the following describes the overall objective of brand management?
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How does effective brand management influence a company's success?
How does effective brand management influence a company's success?
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Study Notes
Corporate Communication
-
Aims of the course:
- Describe the basics of corporate communication in terms of definition, historical development, and organization.
- Explain the conceptual foundations.
- Distinguish and discuss key special areas.
- Develop CC strategies and measure their impact.
- Critically evaluate the consequences and impact of actions.
- Design and assess overall corporate communication strategy and specific activities and tools.
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CC is:
- An area of managerial practice within organizations, focusing on how it is organized and managed.
- A subject of academic research, drawing on strategy, management, and organizational theory.
- A strategic approach of guiding an organization's communication with stakeholders.
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A reflective practitioner (theory-informed practice) is:
- Able to transfer skills to others.
- Aware of theoretical skills.
- Able to adapt practices to changing circumstances.
- Able to use theories as resources for critical analysis and sensemaking.
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CC encompasses various specialized areas/disciplines:
- Sales promotions
- Direct Marketing
- Advertising
- Issues & Media Relations
- Media Relations
- Event Management
- Public Affairs
- Crisis Management
- Investor Relations
- International/Global Communication
- Sponsorship/Publicity
- Digital/Online Communication
- Employee/Internal Communication
- CSR Communication & Community Relations
Historical Development of CC
- Three phases:
- Industrial Revolution to 1930s: Early corporate communication emerged with the need to promote products, with activities led by press agents, promoters, and propagandists. Muckrakers also played a significant role.
- 1930s to 1980s: Increased public skepticism toward large businesses led to a greater need for professional communication expertise. Public relations and marketing became distinct disciplines.
- 1980s to Present: The need to integrate PR and marketing into a unified corporate communication function became evident.
Definition of CC
- A single, integrated entity.
- More than advertising; a management function that coordinates internal and external communications to establish and maintain positive stakeholder reputations.
- Orchestrates organizational identity.
- A variety of functions (public relations, crisis communication, corporate citizenship, reputation management, community relations, media relations, etc.).
- Aims to encompass all communications into a unified expression.
Stakeholder Theory
- Stakeholders are individuals or groups who can be affected or can affect the achievement of organizational objectives (employees, customers, investors, suppliers, competitors, governments, political groups, etc.).
- Stakeholder theory emphasizes that organizations should be accountable to various stakeholders' interests, not just shareholders.
- An organization's success depends on maintaining positive relationships with all its stakeholders.
Corporate and Stakeholder Communication Models
- There are models and perspectives for understanding communication with stakeholders.
- The traditional view of communication.
- The integrated communication paradigm that dominates 1980s.
- The overlapping view/relationship between marketing and public relations.
- Active stakeholder engagement involves actively engaging, listening to, and enabling stakeholder input into organizational decision-making processes.
Corporate Communication and Integration
- Organizations use different drivers like market and environmental changes; communication effectiveness; organizational needs (efficiency) to integrate communications for different stakeholder groups.
- There's a need for consistency and clarity in communication.
- It is important to have a clear direction and a coherent approach to communication, a "one body” approach.
CC Towards Integration
- The historical path of CC toward integration:
- There was a linear model, where the assumption is that any outcome was already pre-determined and stakeholders were the passive recipients only.
- Now the trend is to empower individuals by providing platforms with different stakeholders to discuss experiences and to interact.
- Shift from communication as a tool for other corporate functions to communications as a strategic tool.
Corporate Identity, Brand & Reputation
- Corporate identity is an organization's values and image communicated to stakeholders.
- Corporate image is a brief collection of stakeholder's current perception of the organization in any moment, and can change fast.
- Corporate reputation is the overall perception of the organization over time.
- A strong corporate identity can establish a positive reputation with stakeholders leading to trust and acceptance of the organization and to potential profit gains.
Strategy, Planning and Evaluation
- Communication strategies should align with corporate goals and help build or maintain a positive reputation.
- The process of forming a communication strategy may be flexible and visionary or analytical and planned.
- Different types of message styles can be used to effectively communicate with diverse audiences.
- Research and measurement are essential in evaluating the effectiveness of communication materials.
Social Media Communication
- Social media involve the creation and exchange of user-generated content.
- Social media technologies have blurred the lines between "internal" and "external" communication, making employees key communicators for the company.
- New social media trends have dramatically increased the speed and ease for communication and information sharing, both formally and informally.
- Social media have increased the power of individuals in communication within organizations/between organization and stakeholders.
- The exponential rise of social media platforms created a more participatory media with higher interactivity and engagement. This created also challenges in measuring the impact of communication activities.
Intercultural Communication
- Intercultural communication deals with understanding and appreciating cultural nuances when communicating across different cultures.
- Key factors include language, non-verbal communication, and cultural values.
- An organization's culture may have more influence than organizational values on how communications are conveyed.
- Cultural intelligence is crucial for effective international communication.
Crisis Communication and Reputation Management
- Reputation management is an important organizational function to deal with crisis.
- Reputation is about the accumulated perceptions and interpretations of a company, based on stakeholder perceptions.
- Organizations can manage their reputation through their messages.
- Communicating in a clear, consistent, and timely manner is important to maintain a positive reputation during and after a crisis.
Event Management
- Corporate events, such as conventions, trade shows, and promotional events, are important communication tools.
- They provide a way to convey messages in a face-to-face interaction format and engage stakeholders more intimately.
- Events are also costly to implement; thus requires advanced planning and logistics.
Employee Communication
- Employee communication is important to maintain a positive organizational culture.
- Maintaining communication channels to listen to employees’ opinions, concerns and feedback are also crucial.
- Technology can facilitate employee interaction and communication.
- Strong communication channels and strategies are vital for building a positive reputation, loyalty and trust with employees.
Measurement and Evaluation
- Measurement is important to understand the communication strategy effectiveness.
- Quantitative and qualitative assessment techniques can be used.
- Effective measurement practices that account for the appropriate criteria (and standards for evaluation) lead to better results.
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Description
Test your knowledge on key concepts of corporate communication with this quiz. Explore its theoretical foundations, characteristics, and the role it plays in organizations. Assess your understanding of the strategies and academic research areas related to corporate communication.
