Corporate Communication Quiz

Corporate Communications Intro

• Corporate communications involve how businesses communicate with internal and external audiences.
• Key areas include media relations, sponsorships, crisis communication, CSR communication, and international/intercultural communication.

Corporate Communications 1

• Management function that coordinates internal and external communication.
• Aims to establish and maintain reputations with stakeholders.
• Key characteristics include a broader focus on the organization as a whole; an integrated approach that considers all key stakeholders; a strategic objective of protecting and building the company's reputation; and combinations of managerial and tactical activities.

CorpComm Key Concepts

• Mission: The organization's overall purpose, aligned with stakeholder values.
• Vision: The desired future state of the organization.
• Corporate Objectives: The organization's overarching goals, relating to the mission and vision.
• Strategies: The means to achieve corporate objectives.
• Corporate Identity: The organization's communicated profile and values.
• Corporate Image: The immediate perceptions of the organization.
• Corporate Reputation: The cumulative image of the organization, built over time.
• Stakeholder: Any individual or group who can influence or be influenced by the organization's actions.
• Market: A defined group of people for whom a product or service is intended (and/or for whom the organization creates and maintains products and services).
• Communication: The tactics used to connect with target audiences effectively.
• Integration: The act of coordinating all communications to convey a consistent corporate identity internally and externally.

Corporate Communications 2 (Development)

• Corporate communications began at least 200 years ago, emerging with the modernization of society
• Increased need for organized communications during industrial revolution (1903s-80s).
• Early focus on publicity, promotions and the act of selling
• Increased public skepticism toward businesses
• Shift from separate functions toward integrated communication management
• Umbrella Management function emerged for corporate communications.

Corporate Communications 3 (Organization)

• Communication disciplines (marketing and public relations) evolved from distinct, to complementary, to integrated, with communication dominating as a management perspective.
• A strategic role for a Corporate Communications Officer (CCO) exists that oversees various communication functions.

Corporate Communications 4 (Stakeholder Management & Communication)

• Stakeholder relationships are crucial for corporate communications success.
• The neoclassical theory of business prioritizes profit and shareholders, leading to a focus on the “soulless corporation".
• Stakeholder theory broadened the focus of organizations expanding accountability to involve more than just shareholders.

Corporate Communications 5 (Organization 2)

• Specific examples of corporate communication structures.
• Categorization of different communication functions as represented in an organization.
• Two different types of structures in the organizations.

Corporate Communications 6 (Corporate Identity Branding & Corporate Reputation)

• Corporate identity is a critical element that shapes how stakeholders perceive an organization.
• Corporations use logos, symbols to represent their values and mission.

Corporate Communications 7 & 8 (Media Relations)

• Media relations are centrally important in shaping public opinion and managing reputation.
• Media relations is a key component of successful corporate communication.
• The way companies/organizations handle information in the context of media relations can affect their reputation.
• Media relations are useful tools to create, manage and shape public opinion.

Corporate Communications 10 (CorpComm Strategy & Planning)

• Steps in developing a communication strategy.
• The process of communication strategy and planning involves defining stakeholder expectations, reinforcing existing reputations and suggesting communication tactics.
• Building communication tactics to affect stakeholder awareness in response to organizational reputation goals.

Corporate Communications 11 (Strategy Formation)

• Strategies are more than simply plans, involving direction and environment.
• Various roles within communication and management have different degrees of involvement in strategy development.

Corporate Communications 12 (Event Management)

• Events, as experiences, play a critical role in connecting consumers to brands.
• Various types of corporate events serve important purposes regarding the relationship between the organization and its stakeholders.
• Event planning and logistics involve practical considerations such as location, facilities, catering and speakers.

Corporate Communications 13 (Event Management 2)

• Budgeting for events considers costs and revenue factors important to planning a successful event.
• Post-event analysis involves examining what worked and lessons learned from the success of an event.

Corporate Communications 14 (Intercultural & International Communication)

• Internationalization involves an aspect of understanding how culture and differences between countries must be considered.
• Intercultural communication is important in the context of globalization.
• Cultural norms, views, values and ideologies must be considered in global interactions.

Corporate Communications 15 (Intercultural Communication 2)

• Macro-cultural aspects like Hall's and Hofstede's models, plus micro-cultural issues, are important to analyzing and understanding differences in international and intercultural communication.

Corporate Communications 16 (Internal & International Communication)

• Communication methods must align to the country-specific objectives.
• Standardization and adaptation are crucial considerations for global or multinational organizations.
• Communication strategies must adapt to specific political, legal and socio-cultural contexts to ensure success in global communication efforts.

Corporate Communications 17 (Research & Measurement)

• Effective corporate communication requires research and measurement to support strategy and ensure that efforts are effective.
• Evaluation, defining KPIs (Key Performance Indicators) are key aspects of modern communications strategy.

Corporate Communications 18 (Research and Measurement 2)

• Formal and informal research methods, along with appropriate data analysis, are essential for effective evaluation in corporate communications.
• Stages and levels of evaluation (before, during, and after campaigns/programs) determine its overall effectiveness.

Corporate Communications 19 (Social Media Communications)

• Social media tools (blogs, vlogs, social networks, virtual experiences and communities) now enable corporations/organizations to better engage their stakeholders.

Corporate Communications 20 (Social Media 2)

• Social media usage is growing within businesses/organizations for communication purposes.
• Tools used on social media to communicate and improve effectiveness and achieve communication goals.

Corporate Communications 21 (Employee Communication)

• Employees have an important role to play in communications, in both external and internal capacity within organizations.
• Communicating with employees ensures a strong organizational identity.

Corporate Communications 22 (Employee Communication 2)

• Employee voice and silence are related to communication climates, attitudes and emotions (including factors like leadership styles)
• Organizational culture is important for creating healthy communicative behavior in employees.

Corporate Communications 23 (Employee Communication 3)

• Fostering healthy communication practices benefits organizations.

Corporate Communications 24 (Employee Communication 4)

• Communication strategies for employees must consider their role in representing organizational values to external stakeholders.

Test your knowledge of corporate communication concepts, including the differences between corporate image and reputation, the role of stakeholders, and the integration of PR and marketing. This quiz covers key terminology and important phases in corporate communication.