Corporate Communication Strategy Quiz

Corporate Communications Intro

• Corporate communications is the way businesses communicate with internal and external audiences.
• Key areas include media relations, sponsorships, crisis communication, CSR communication, and social/international communication.
• Media relations involve communication processes to gain positive attention and media coverage.
• Sponsorships often involve funding events in exchange for company publicity.
• Crisis communication handles unexpected events that negatively impact reputation.
• CSR communication involves communicating company operations and their social impact.
• International/intercultural communication builds positive relationships with global stakeholders.

Corporate Communications 1

• Definitions

  • Management function that coordinates internal and external communication to establish and maintain reputations with stakeholders.

• Characteristics and Concepts

  • Takes a broader focus on the company as a whole, strategically building and protecting reputation for all key stakeholders.
  • Emphasizes integrated communication approaches.

CorpComm Key Concepts

• Mission → the company's overriding purpose in line with stakeholder expectations.
• Vision → the aspiration of the organization to become.
• Corporate Objectives → overarching aims aligned with the company's mission and vision.
• Strategies → methods or means to achieve corporate objectives.
• Corporaate Identity → the organization's profile and values.
• Corporate Image → the immediate perception people have of the company.
• Corporate Reputation → collective perception of the organization over time, from either direct or indirect communication.

Corporate Communications 2 (Development)

• Early corporate communication emerged from the industrial revolution (1930s)
• The era focused on public relations and press relations

Corporate Communications 3 (Organization)

• Communication disciplines evolved from distinct to complementary to integrated models.
• A Corporate Communications Officer (CCO) has a critical strategic role in the organization.
• Various communication structures exist, with distinct roles for different communication channels.

Corporate Communications 4 (Stakeholder Management & Communication)

• Stakeholder management is a crucial part of corporate communication, focusing on building relationships with various stakeholders.
• There are multiple stakeholder groups, ranging from customers to investors and employees to government.
• There are various perspectives on stakeholder theory, including those that prioritize stakeholder interests alongside profit maximization.

Corporate Communications 5 (Corporate Identity Branding & Corporate Reputation)

• Corporate identity is strategically projecting a positive image of the organization.
• The corporate logo, brand, and image are critical elements of corporate identity.
• This image should help build and maintain strong relations with stakeholders (customers, investors, and employees).
• Advantages of investing in corporate image include creating distinctness and raising motivation amongst employees, as well as recognizing the company amongst stakeholders.

Corporate Communications 6 (Media Relations)

• Media relations is a vital part of corporate communication.
• Journalists, media, and PR agencies all play key roles in fostering relationships and communicating organization/company information and viewpoints to stakeholders.

Corporate Communications 7 & 8 (Media Relations)

• Media relations is a strategic communication tool.
• Understanding media relations is vital to shaping public opinion and defending a company's reputation.
• Organizations should actively build relationships with journalists and media outlets, ensuring content is presented in an informative and positive light, so that companies can benefit via positive coverage and opinions.

Corporate Communications 10 (CorpComm Strategy and Planning)

• The process of communication strategy encompasses all relevant activities and encompasses bringing stakeholder reputations in line with the organization’s vision.

Corporate Communications 11 (Strategy Formation)

• Strategy formation involves planned and emergent processes.
• Communication strategies involve a broad range of communication types for the whole process, as well as the various people and processes involved.
• Various communicator types exist each important to corporate strategic discussions, including communication technicians, and communication managers.

Corporate Communications 12 (Event Management)

• Events provide important face-to-face interaction between brands and consumers.
• Effective event planning involves identifying and carrying out detailed plans and logistics.
• Events are classified by type, including meetings, conferences, and trade shows.

Corporate Communications 13 (Intercultural and International Communication)

• Globalization significantly affects intercultural communication.
• Modern communication processes have become heavily intertwined, due to factors like mobility and globalization.
• The theory and practice of international communication were born from the needs of American diplomacy postwar and is increasingly important to businesses globally.

Corporate Communications 14 (Intercultural and International Communication)

• Key aspects of communications are related to culture.
• Subcultures are different groups within a dominant culture, with their own values.
• Models for analyzing intercultural differences, such as Hall's and Hofstede's models, provide frameworks for understanding cultural variations.
• Culture has an effect on communication, as do factors like communication styles and levels of trust.

Corporate Communications 15 (Intercultural and International Communication)

• Communication is heavily influenced by cultural aspects.
• Cultures are dynamic and fluid, and are made of several interconnected parts, that together create a unique system.

Corporate Communications 16 (Internal & International Communication)

• The contextual variables to consider when adapting or standardizing communication strategies on a global scale include political, legal and cultural factors of every country.

Corporate Communications 17 (Research and Measurement)

• Research is an extremely important aspect of any corporate communication strategy, as it allows for the ability to measure the impact of communication strategies and plans on an organization's reputation, public image, or other relevant metrics.

Corporate Communications 18 (Measurement, Evaluation, and Optimization)

• Measurement, evaluation, and optimization are crucial aspects of any communication campaign.

Corporate Communications 19 (Social Media Communication)

• Social media platforms and their use in communicating with stakeholders is essential.

Corporate Communications 20 (Social Media Communication)

• Different dimensions of theories, especially of the social presence theory and their applications, are extremely important within social media strategies and practices.

Corporate Communications 21 (Employee Communication)

• Employee communication is a crucial area of organizational corporate communication.
• Employee communication behaviors are vital assets for any organization.
• The methods of communication affect how employees engage with information and behave.

Corporate Communications 22 (Employee Communication)

• Organizational culture and leadership styles impact employee communications.
• Individual traits, emotions, and workplace environment affect how employees communicate.
• Creating a positive communication climate and promoting employee voice are crucial aspects for any organization.

Corporate Communications 23 (Employee Communication)

• Employees are significant communicators and are deeply connected to the organization.
• How companies structure their employee communication will affect stakeholder communication.