Corporate Communication Summary

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Questions and Answers

What is the primary purpose of the book described in the text?

  • To provide a comprehensive guide in navigating the complexities of corporate reputation. (correct)
  • To explore new media's role in the scrutiny of corporate actions.
  • To analyze high-profile corporate scandals and their effect on public perception.
  • To present a detailed history of corporate communication's evolution over the years.

Which of these factors has increased the fragility of corporate reputations?

  • The decline of traditional media's influence.
  • An increase in critical journalists investigating corporate messaging. (correct)
  • A reduction in the impact of social media on public opinion.
  • Decreased demand for transparency from stakeholders.

What does the text suggest is a key challenge faced by organizations in the current business environment?

  • The stable nature of customer and stakeholder expectations.
  • A lack of change in the digital media landscape.
  • Maintaining a consistent message to diverse stakeholder groups. (correct)
  • Reducing scrutiny of their actions due to lack of journalism.

What is the relationship between corporate communication and reputation as described in the text?

<p>The author believes corporate communication tools and concepts are vital in a world where reputations are more fragile. (B)</p> Signup and view all the answers

Which of the following best describes the structure of the book?

<p>The book has five parts, progressing from an introduction to corporate communication to its conceptual foundations, practical applications, specialist areas, and new developments. (C)</p> Signup and view all the answers

According to the provided content, what does the book primarily aim to address?

<p>To present a comprehensive overview of the field, covering key concepts, theories, and practices in corporate communication. (D)</p> Signup and view all the answers

Based on the content, what is a key difference between a ‘monolithic’ and ‘branded’ corporate identity?

<p>Monolithic identities emphasize a single corporate brand across all products, while branded identities use varying brands for different products. (B)</p> Signup and view all the answers

Which of the following does the book NOT explicitly identify as a specialist area in corporate communication?

<p>Investor Relations (C)</p> Signup and view all the answers

According to the provided content, which model is used to describe the process of corporate identity management?

<p>The Birkigt and Stadler model (B)</p> Signup and view all the answers

Which of the following best describes the book's intended approach to corporate communication?

<p>Balancing theoretical concepts with practical insights, primarily from a management perspective. (C)</p> Signup and view all the answers

The book serves as a resource guide for which group, seeking all major topics in one volume?

<p>Academics researching corporate communication, PR, marketing, and strategic management. (D)</p> Signup and view all the answers

Based on the book's structure, where would you expect to find a description of how corporate communication functions in today's media landscape?

<p>Part 1, an introduction to corporate communication (D)</p> Signup and view all the answers

What is a primary distinguishing feature of the approach taken by the book concerning the 'theory' and 'practice' of corporate communications?

<p>They are deliberately distinguished but are integrated to enhance both understanding and skill acquisition. (C)</p> Signup and view all the answers

For which specific professional goal would the book be MOST useful to managers and communication professionals?

<p>Improving informed decision-making to maximize daily performance. (B)</p> Signup and view all the answers

Which of these areas is NOT specifically covered in the 'Specialist Areas in Corporate Communication' section?

<p>Change management communication (D)</p> Signup and view all the answers

What is the primary purpose of the glossary included at the end of the book?

<p>To serve as a quick reference for key terminology. (B)</p> Signup and view all the answers

Which of the following best describes the 'Conceptual Foundations' section of the book?

<p>It deals with the theoretical underpinnings of corporate communication. (B)</p> Signup and view all the answers

What is the main function of Part 3, 'Corporate Communication in Practice'?

<p>It focuses on how to develop communication strategies and programs. (B)</p> Signup and view all the answers

According to the acknowledgements, who provided help with case material for the sixth edition of the book?

<p>William Tiner (C)</p> Signup and view all the answers

Flashcards

What is Corporate Communication?

Corporate communication is the strategic management of communication to build and maintain relationships with stakeholders.

What is Integrated Communication?

Integrated communication combines all communication activities, like marketing, PR, and internal comms, to create a consistent message.

What is Stakeholder Management?

Stakeholder management is the process of identifying, analyzing, and engaging with individuals or groups who can affect or are affected by an organization's actions.

What is Corporate Branding?

Corporate branding is the practice of creating a consistent brand image for a company that reflects its values and strengths. It's about building a strong and recognizable identity.

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What is Public Relations?

Public relations is a strategic communication function that builds relationships between organizations and their publics.

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Corporate Reputation

A company's public image, built on its reputation, values and how it interacts with stakeholders.

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Corporate Communication

The process of communicating with various stakeholders, including employees, investors, customers, and the public.

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Stakeholders

People or groups who have an interest in a company's actions and performance.

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New Media Landscape

The use of social media platforms like blogs and Twitter to share information and engage with stakeholders.

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Fragile Reputations

A situation where companies face increased scrutiny and criticism from stakeholders.

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Theory and Practice

The book aims to bring together theoretical concepts and real-world application for corporate communication.

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Management Perspective

Corporate communication is viewed as a field of management within organizations, where strategies are developed and implemented.

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Part 1: Introduction to Corporate Communication

This part introduces the history, key goals and uses of corporate communication in today's world.

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Changing Media Environment

The book specifically examines the role and use of corporate communication in a rapidly changing media landscape.

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Stakeholder Relationship Management

This part explores how corporate communication can help companies manage their relationships effectively with different groups.

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Who are Stakeholders?

People or groups who have an interest in a company's actions and performance. They can be internal (employees) or external (customers, investors, media).

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What is Corporate Reputation?

A company's public image, built on its reputation, values, and how it interacts with stakeholders. It's how the public perceives the company.

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Study Notes

Corporate Communication Book Summary

  • The book covers corporate communication theory and practice, integrating theory with practical insights.
  • It adopts a management perspective, emphasizing the practical application of communication principles within organizations.
  • The book is organized into five parts: Introduction, Conceptual Foundations, Corporate Communication in Practice, Specialist Areas, and New Developments.
  • Each part consists of multiple chapters, each focusing on specific topics within corporate communication.
  • Each chapter includes case studies and examples, exercises, discussion questions, and further reading recommendations.
  • A glossary of terms is included for quick reference.

Preface to Sixth Edition

  • The book's purpose is to equip readers with an understanding of corporate communication concepts and tools.
  • The book aims to provide a comprehensive overview of corporate communication in a rapidly changing business environment.
  • Readers include graduate students, communication professionals, senior executives, academics, and researchers.
  • The organization of the book integrates theory with practice, emphasizing a management perspective.
  • The 1980s saw restructuring within organizations consolidating communication disciplines.
  • This aimed to improve organizational communication efficiency and strategic alignment.
  • Previously, Marketing and PR were distinct, with marketing focused on customer needs and PR on goodwill with stakeholders outside customers.
  • This traditional view is contrasted with the more integrated approach, acknowledging shared grounds for PR and marketing.
  • There's been growth in the use of "marketing public relations" to promote customer loyalty and brand awareness.

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Corporate Communication (6th ed.) PDF

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