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Questions and Answers
What distinguishes vertical structure from horizontal structure in an organization?
What distinguishes vertical structure from horizontal structure in an organization?
Which of the following best describes a benefit of a horizontal organizational structure?
Which of the following best describes a benefit of a horizontal organizational structure?
What is a key characteristic of vertical structure in an organization?
What is a key characteristic of vertical structure in an organization?
Which organizational feature is associated with horizontal structure?
Which organizational feature is associated with horizontal structure?
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What is a common method used in a horizontal structure to enhance workflow?
What is a common method used in a horizontal structure to enhance workflow?
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What is the primary purpose of a logo in corporate identity?
What is the primary purpose of a logo in corporate identity?
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Why is it important for organizations to maintain a positive corporate image?
Why is it important for organizations to maintain a positive corporate image?
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What advantage does a strong corporate image provide to an organization?
What advantage does a strong corporate image provide to an organization?
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What is one of the key advantages of investing in corporate image?
What is one of the key advantages of investing in corporate image?
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How does a strong corporate image impact employees?
How does a strong corporate image impact employees?
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Why is consistency important in corporate image?
Why is consistency important in corporate image?
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How can being favored through a strong corporate image impact performance?
How can being favored through a strong corporate image impact performance?
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What is the most important factor to consider when budgeting for an event?
What is the most important factor to consider when budgeting for an event?
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Which of the following is NOT a typical item to include in an event budget?
Which of the following is NOT a typical item to include in an event budget?
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Why is it important to conduct a post-event analysis?
Why is it important to conduct a post-event analysis?
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What role do sponsors play in events like the Olympics?
What role do sponsors play in events like the Olympics?
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What has contributed to the growing importance of intercultural communication?
What has contributed to the growing importance of intercultural communication?
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Who was a fundamental author mentioned in the history of intercultural communication theory?
Who was a fundamental author mentioned in the history of intercultural communication theory?
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What is an advantage of having a celebrity participate in an event?
What is an advantage of having a celebrity participate in an event?
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What are the two main sides of event budgeting?
What are the two main sides of event budgeting?
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What aspect of communication does greater mobility between countries emphasize?
What aspect of communication does greater mobility between countries emphasize?
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What is the primary reason for engaging in media relations?
What is the primary reason for engaging in media relations?
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Who are typically involved in the media relations process?
Who are typically involved in the media relations process?
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What is one element that journalists consider when qualifying a story as 'newsworthy'?
What is one element that journalists consider when qualifying a story as 'newsworthy'?
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What can happen if a journalist does not receive information from the intended source?
What can happen if a journalist does not receive information from the intended source?
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What is a common misconception about how journalists obtain stories?
What is a common misconception about how journalists obtain stories?
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What kind of documents do journalists often receive that they find unhelpful?
What kind of documents do journalists often receive that they find unhelpful?
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How do strict deadlines affect journalists' interactions with sources?
How do strict deadlines affect journalists' interactions with sources?
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What is a key consequence of failing to provide journalists with timely information?
What is a key consequence of failing to provide journalists with timely information?
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How can companies enhance their reputation through media relations?
How can companies enhance their reputation through media relations?
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Study Notes
Corporate Communications Intro
- Corporate communications is the way businesses and organizations communicate with internal and external groups.
- Key areas of corporate communications include media relations, sponsorships, crisis communication, CSR communication, and international/intercultural communication.
- Media relations involves processes and methods (e.g., press conferences) to gain positive media coverage.
- Sponsorships are a form of promotion where a company funds an event for publicity.
- Crisis communication deals with unexpected events that could negatively impact a company's reputation.
- CSR communication is the way companies use communication to show they are aware of their social impact.
- International and intercultural communication establishes positive relationships with stakeholders in other nations, globally.
Corporate Communications 1
- Corporate communications is a management function that coordinates internal and external communications to establish and maintain reputations among stakeholders.
- Key characteristics from a management perspective include a broader focus on the organization as a whole, integrating tasks for key stakeholders, strategic reputation building and maintenance, and a combination of managerial and tactical activities.
CorpComm Key Concepts
- Mission is a general expression of overriding purpose, in line with stakeholder values and expectations.
- Vision is a desired future state.
- Corporate Objectives are the overall aims of an organization.
- Strategies are the means to achieve corporate objectives.
- Corporate Identity is the profile and values communicated by an organization.
- Corporate Image is a set of associations of an individual towards an organization.
- Corporate Reputation is a collective representation of past organizational images.
- Stakeholders are groups or individuals affected by an organization's objectives.
- The market is a defined group for whom a product or service is relevant.
Corporate Communications 2 (Development)
- Early corporate communications emerged with the industrial revolution, characterized by a greater need for organized publicity and communication officers in the 1930s.
- The 1930-1980s period saw increased public skepticism towards big business.
- Public relations and marketing emerged as separate disciplines.
- Marketing deals with reaching and satisfying customers, whereas public relations focuses on managing relationships with stakeholders.
- The 1980s saw integration of marketing and public relations into broader corporate communications functions.
Models for the relationship between marketing and public relations
- Corporate communications (CorpComm) is presented as an overarching perspective and integrated framework for managing relationships between marketing and public relations.
- Various models describe how marketing and public relations interact, from completely separate functions to fully integrated ones.
Corporate Communications 3 (Organization)
- Communication disciplines (marketing and public relations) have evolved from distinct to complementary to integrated perspectives.
- The strategic role of the corporate communications officer (CCO) is crucial for managing organization-stakeholder relations. This role is typically focused on market, employee and media relations.
Additional Topics
- The evolution of stakeholder thinking. The neoclassical theory states that the purpose of organizations is to make profits. The stakeholder theory extends this purpose to include all parties involved or affected by an organization's actions—including employees, shareholders, customers, communities and government.
- Different stakeholder classifications: Primary stakeholders are crucial; they're needed for the organization to continue. Secondary stakeholders, though important, might not be essential to the organization's continuity. Community stakeholders have interests related to the well-being of a community. Contractual stakeholders have an agreed-upon relationship with the organization.
- Different communication styles—for example, vertical and horizontal. Vertical communication flows between managerial levels (e.g., from senior managers to employees or from employees to senior managers), while horizontal communication occurs between individuals or groups within the same level of the organization (e.g., between departments or teams).
- Tools and techniques for corporate communications. These include processes such as making press releases or holding press conferences.
- Important questions to consider when evaluating stakeholder communications. These questions include who the stakeholders are, what their needs are, what they expect from the organization and how satisfied they are.
Corporate Communications 6 (Corporate Identity Branding & Corporate Reputation)
- Corporate identity is the organization's image projected to external stakeholders.
- A strong corporate identity helps build and maintain a positive reputation with stakeholders.
- This identity should convey a consistent message to create an effective brand image.
Corporate Communications 7 & 8 (Media Relations)
- Media relations are crucial for shaping public opinion and defending an organization's reputation.
- Effective media relations require identifying the audience (stakeholders) and their needs, tailoring messages to address these.
- A clear understanding of what makes media coverage newsworthy can maximize an organization's success. The main news of the day, up-to-date facts, examples from the marketplace, and relevant case studies can be useful elements.
- Finding and using useful resources and quotes is also essential, and understanding how media outlets generally operate and what they are looking for.
Corporate Communications 10 (CorpComm Strategy and Planning)
- The process for a communication plan includes developing a strategy that aligns stakeholder reputations with the organization's vision, and assessing the strategic intent to reinforce existing reputations.
- Strategy formation incorporates planned and emergent processes, encompassing organizational direction and its environment.
Corporate Communications 14 (Intercultural and International Communication)
- The importance of intercultural communication in a globalized world. Cultural diversity and understanding are becoming more important for companies seeking to expand into markets abroad.
- The history of cultural theories (early works by E.T. Hall, and Hofstede's) provide ways to understand cultural differences. These theories have analyzed these differences, such as between high-context (emphasising implicit communication) and low-context (emphasising explicit communication) cultures, and in terms of power and gender orientation.
Corporate Communications 19 (Social Media Communication)
- Social media (SoMe) as a communications channel. SoMe has become an important platform for companies to communicate with stakeholders, customers and others.
- SoMe's importance to corporate communication includes establishing a conversation, receiving feedback, and building trust.
- Issues to consider when dealing with social media and its effect on corporate identity, including company reputation, authenticity, and crises.
Corporate Communications 12 (Event Management)
- Events are an opportunity to create experiences that engage with customers and stakeholders.
- Planning includes types of corporate events (e.g. group meetings, conferences), their objectives, the importance of preparation (locations, facilities, catering), and evaluation of event effectiveness.
- Case studies illustrate successful and unsuccessful events, including those that utilized or did not utilize social media and the effects on a company's reputation.
- Budgeting for events and factors that influence costs are crucial, along with evaluations to determine what aspects of an event work, what didn’t work and why, so that future events can avoid mistakes and focus on optimizing potential.
Corporate Communications 17 (Research and Measurement)
- Methods for conducting research and data collection to understand stakeholder needs, perceptions, and reactions.
- Evaluation methods used to assess the success of communications programs, considering how outcomes and impacts are assessed.
- Ethical considerations and the importance of upholding this during research and measurement across the entire process.
Corporate Communications 21 (Employee Communication)
- The importance of internal communications to encourage employee engagement from a company or organizational perspective.
- Ways to use internal communication to foster employee morale, performance, motivation, and productivity.
- Tools and strategies for internal communication, including specific approaches to effective communication, tools to use in these communications and methods to measure results.
- The impacts of organizational or company culture on how employees communicate (both internal and external).
- The benefits and consideration of policies for employee social media use should also be considered.
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Description
Explore the fundamentals of corporate communications, which encompass vital areas such as media relations, sponsorships, and crisis management. This quiz delves into how organizations connect with various stakeholders, both internally and externally. Understand the importance of CSR communication and the role of international communication in a global context.
