Corporate Communication Fundamentals

<p>Consumers association and social media. (D)</p> Signup and view all the answers

<p>Because the story will likely be of interest to their readers. (D)</p> Signup and view all the answers

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

<p>To communicate with defined markets. (D)</p> Signup and view all the answers

<p>The coordination of all communication to ensure a consistent corporate identity. (A)</p> Signup and view all the answers

<p>The emergence of the corporation and the need for professional communication. (B)</p> Signup and view all the answers

<p>Trade. (C)</p> Signup and view all the answers

<p>Through forms related to the exchange of goods and services. (B)</p> Signup and view all the answers

<p>Mass production and consumption. (C)</p> Signup and view all the answers

<p>That they do not spontaneously take a shape in which they can be known. (A)</p> Signup and view all the answers

<p>Complex organizations and communications were created. (A)</p> Signup and view all the answers

<p>To establish and maintain favorable reputations with key stakeholder groups. (D)</p> Signup and view all the answers

<p>A mindset aimed at encompassing all communications within a single, consistent perspective. (A)</p> Signup and view all the answers

<p>Product development and design (C)</p> Signup and view all the answers

<p>The unification of diverse communication dimensions into a single, unifying voice. (B)</p> Signup and view all the answers

<p>To build, maintain, and protect the company's reputation. (C)</p> Signup and view all the answers

<p>The business setting where the function emerged and the idea of a unified body. (C)</p> Signup and view all the answers

<p>An integrated approach encompassing both internal and external groups. (A)</p> Signup and view all the answers

<p>Its grounding in the organisation's core values, history and culture (B)</p> Signup and view all the answers

<p>Reputation is the sum of differing perceptions, influenced by culture and relationships (D)</p> Signup and view all the answers

<p>The internal understanding that organisation members have of belonging to the organisation (D)</p> Signup and view all the answers

<p>The public, visible elements used by the company to present itself (A)</p> Signup and view all the answers

<p>An individual's personal identification with and pride in their company's group membership (A)</p> Signup and view all the answers

<p>Corporate identity mix is based on the organization’s values and informs every part of the company's strategy. (C)</p> Signup and view all the answers

<p>All communications are directly reflective of the company's core beliefs. (A)</p> Signup and view all the answers

<p>To build bridges between different stakeholders, understanding their needs, and respecting their cultures. (C)</p> Signup and view all the answers

<p>What is perceived with respect to what I communicated (D)</p> Signup and view all the answers

<p>Stakeholders' and public's long-term opinion and the accumulated assessment of a company. (C)</p> Signup and view all the answers

<p>The absence of clear guidelines for media relations. (A)</p> Signup and view all the answers

<p>Employees were communicating with the media without clear procedures. (C)</p> Signup and view all the answers

<p>To provide a foundation of themes, messages, and principles that all business units must follow. (A)</p> Signup and view all the answers

<p>To provide expert advice and assistance to business units on communication projects. (D)</p> Signup and view all the answers

<p>The restructuring of the company into two divisions and various business units. (C)</p> Signup and view all the answers

<p>Douwe Egberts. (B)</p> Signup and view all the answers

<p>To tailor responsibilities to the local markets they serve, while having central control. (C)</p> Signup and view all the answers

<p>Food and Beverages. (C)</p> Signup and view all the answers

<p>They must adhere to a central strategic framework. (A)</p> Signup and view all the answers

<p>Around 100 units across 40 countries. (A)</p> Signup and view all the answers

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.