Corporate Communication Fundamentals

Corporate communication is a management function that aims to coordinate all internal and external communications of an organization to build and maintain a positive reputation among its stakeholders.

Corporate communication encompasses a wide range of activities including public relations, crisis communication, reputation management, and employee relations.

Corporate communication's overall objective is to build, maintain, and protect an organization's reputation.

Corporate communication takes a strategic perspective, considering the organization as a whole and its relationships with all internal and external stakeholders.

Corporate communication aims for an integrated approach, uniting internal and external communication disciplines to present a consistent message to all stakeholders.

The term 'corporate' signifies the business setting where Corporate Communication evolved as a distinct function. It also conveys the idea of a unified approach to communication, encompassing both internal and external aspects.

Corporate communication relies on the ability of management to bring different communication disciplines together to speak and act in unison.

A specific group of people who are interested in a product or service and for whom an organization creates and maintains its offerings.

The process of using various tactics and media to communicate with internal and external groups, spreading information and messages.

The act of coordinating all communication strategies to ensure a consistent and effective portrayal of the organization's identity to both internal and external stakeholders.

Any person or group who has an interest in an organization and interacts with it, participating in its regular operations.

The period from the early 1900s characterized by mass production and consumption, giving rise to the need for professional communication officers and organized publicity.

The process of promoting a product or service to the public, often through media channels.

Individuals or departments specifically responsible for communication tasks within an organization.

The book by Walter Lippmann, published in 1922, that explores the relationship between public opinion and the media, highlighting the role of publicity in shaping public perception.

The early development of corporate communication can be traced back centuries to the exchange of goods and services, which required basic forms of communication.

Framing in media refers to highlighting certain aspects of a story to shape public perception and influence how people interpret it.

The process of seeking media attention for a story and ensuring it aligns with the organization's desired message.

A collection of facts, events, or opinions that are presented to the public in a way that shapes their understanding.

Individuals and organizations that provide journalists with information for news stories.

Public perception of a story can be influenced by subjective perspectives from journalists and objective editorial decisions.

A global company that produces and sells branded consumer goods, such as coffee, tea, and household products.

The company's structure involves a central corporate communication department that sets overall communication strategy and provides guidance to smaller communication departments within individual business units.

The central communication department at Sara Lee/DE sets clear communication guidelines and principles that business units must follow, ensuring consistent messaging across the organization.

The central communication department acts as an internal consultancy, providing advice and support to business units on communication projects, ensuring consistency and collaborative efforts.

This refers to the different departments and teams within a larger company that focus on specific areas of operation, such as coffee and tea or household and body care.

The central communication department is responsible for creating a general communication strategy for the entire company, including key themes, messages, and principles based on the overall corporate goals.

The business units develop their own specific communication plans tailored to their particular market and product offerings. However, these plans must align with the overall communication guidelines set by the central department.

This ensures that all communication efforts within Sara Lee/DE are consistent with the company's overall strategy and brand image, regardless of the specific product or market.

This is a potential challenge that arises from the decentralized structure, where different teams and departments within the company may communicate with media outlets independently without proper coordination.

The combination of a centralized communication department providing guidance and the business units implementing their own communication plans allows for both strategic direction and local adaptation, enabling a cohesive and effective communication strategy across the company.

An intangible asset of an organization that represents its unique characteristics and values, influencing how stakeholders perceive it.

The sum of various perceptions about an organization, formed over time based on its actions and communications.

A mix of elements like symbolism, communication, and behavior that represents an organization's core values, history, and culture.

The shared meaning that members of an organization have about its purpose, values, and identity.

An individual's understanding of their belonging to a group, along with the emotional value attached to that membership.

The public image an organization projects through its communications and actions, shaping how stakeholders perceive it.

A key trait of successful organizations characterized by consistency between their actions and communications.

The ability to be seen, noticed, and recognized.

The ability to be clearly understood and transparent.

The ability to be unique and different from competitors.