Podcast
Questions and Answers
What is a primary reason for engaging in media relations?
What is a primary reason for engaging in media relations?
Which professionals are primarily responsible for connecting companies with media?
Which professionals are primarily responsible for connecting companies with media?
What is one of the key components needed for creating a news story?
What is one of the key components needed for creating a news story?
What do journalists consider before deciding if a story is 'newsworthy'?
What do journalists consider before deciding if a story is 'newsworthy'?
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What is a common pitfall when attempting to provide information to journalists?
What is a common pitfall when attempting to provide information to journalists?
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Which communication type focuses on interactions between individuals from the same culture?
Which communication type focuses on interactions between individuals from the same culture?
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In which type of culture is communication primarily conveyed through non-verbal means?
In which type of culture is communication primarily conveyed through non-verbal means?
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What is a key characteristic of low-context cultures?
What is a key characteristic of low-context cultures?
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According to Hofstede, which cultural dimension relates to the distribution of authority within a culture?
According to Hofstede, which cultural dimension relates to the distribution of authority within a culture?
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Which of the following is NOT considered a macro-cultural aspect of analyzing intercultural differences?
Which of the following is NOT considered a macro-cultural aspect of analyzing intercultural differences?
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Which factor emphasizes the coexistence of multiple cultures in the same environment but maintains their separation?
Which factor emphasizes the coexistence of multiple cultures in the same environment but maintains their separation?
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What dimension addresses the long-term vs.short-term orientation in Hofstede's framework?
What dimension addresses the long-term vs.short-term orientation in Hofstede's framework?
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What is the primary purpose of informal research in communication programs?
What is the primary purpose of informal research in communication programs?
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Which step in the research and evaluation cycle involves designing and executing a campaign?
Which step in the research and evaluation cycle involves designing and executing a campaign?
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The founding principle of SMART goals is promoted to be what in communications planning?
The founding principle of SMART goals is promoted to be what in communications planning?
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Which research method is characterized by structured questionnaires and advanced statistical analysis?
Which research method is characterized by structured questionnaires and advanced statistical analysis?
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How are outputs, outcomes, and potential impact identified according to the Barcelona Principles?
How are outputs, outcomes, and potential impact identified according to the Barcelona Principles?
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What is the primary focus of content analysis in research?
What is the primary focus of content analysis in research?
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What is the primary focus of the updated principles regarding measuring communication effectiveness?
What is the primary focus of the updated principles regarding measuring communication effectiveness?
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During which stage of the research and evaluation cycle is the audit conducted?
During which stage of the research and evaluation cycle is the audit conducted?
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Which aspect is NOT part of the research and evaluation cycle?
Which aspect is NOT part of the research and evaluation cycle?
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Which stakeholder groups should outcomes and impacts be identified for?
Which stakeholder groups should outcomes and impacts be identified for?
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Why is the evaluation process seen as a cycle of interrelated activities?
Why is the evaluation process seen as a cycle of interrelated activities?
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What types of analysis should communication measurement and evaluation include?
What types of analysis should communication measurement and evaluation include?
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What is the stance on AVEs in communication measurement?
What is the stance on AVEs in communication measurement?
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What does holistic communication measurement include?
What does holistic communication measurement include?
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What is emphasized as critical in communication measurement and evaluation?
What is emphasized as critical in communication measurement and evaluation?
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What does PFI stand for in communication impact research?
What does PFI stand for in communication impact research?
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How are emerging technologies incorporated into communication evaluation?
How are emerging technologies incorporated into communication evaluation?
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What fundamental shift does the 2020 iteration of principles reflect?
What fundamental shift does the 2020 iteration of principles reflect?
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Study Notes
Corporate Communications Intro
- Corporate communications is how businesses communicate with internal and external audiences.
- Key areas of corporate communications include media relations, sponsorships, crisis communication, CSR communication, and international/intercultural communication.
- Media relations involve communication processes and methods, such as press conferences, to gain positive media attention and coverage. Sponsorships involve a company funding an event in exchange for publicity. Crisis communication is a company's response to unexpected events impacting its reputation. CSR communication details a company's business operations/impact on society. International/intercultural communication focuses on establishing positive relationships with international stakeholders.
Corporate Communications 1
- CC Definitions: Corporate communications is a management function coordinating internal and external communication for reputation maintenance with stakeholders.
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CC Characteristics and Concepts:
- Broad management perspective of the organization as a whole.
- Integrated approach to communication involving all key stakeholders.
- Maintaining a positive corporate reputation as a strategic goal.
- Mix of managerial and tactical activities as part of a strategy.
CorpComm Key Concepts
- Mission: Expresses the organization's overriding purpose aligned with stakeholder values.
- Vision: The desired future state of the organization.
- Corporate Objectives: Overall aims aligned with the organization's purpose.
- Strategies: The means to achieve corporate objectives.
- Corporate Identity: An organization's profile and communicated values.
- Corporate Image: Immediate perception of an organization (different from reputation).
- Corporate Reputation: Collective representation of past organizational images.
- Stakeholders: Groups or individuals affected by the organization's objectives.
- Market: A defined group for whom the organization creates/maintains products.
- Communication: Tactics and media for communicating with internal and external groups.
- Integration: Ensuring consistent communication with all groups.
Corporate Communications 2 (Development)
- Early corporate communications began with the industrial revolution, characterized by press agents and a more organized form of handling public relations.
- Phase 2 (1930s-1980s) featured the intensification of public skepticism towards big business, with organizations hiring advertising agents.
- Phase 3 (1980s–present) saw the integration of marketing and public relations functions into corporate communications.
Corporate Communications 3 (Organization)
- The organization of corporate communications generally evolved from distinct to complementary and finally to integrated perspectives, with corporate communications as the dominating perspective.
- A typical organization structure would have a Director of Corporate Communications, with relevant support teams (e.g., market communications, media, employee communications).
- 2 types of organizational structures were identified, both with a shared goal of establishing a strong reputation.
Corporate Communications 4 (Stakeholder Management & Communication)
- Many organizations consolidate communication roles into a single department (Corporate communications)
- Centralization and decentralization of communication have relative advantages for corporations.
- The best organization for corporate communication is specific to each organization but should follow principles of integration and alignment, especially for large multinational corporations.
Why Are Stakeholder Relations (And CorpComm) So Important?
- Stakeholder relationships (and CorpComm) are critical for organizational purposes.
- Management literature frequently mentions stakeholder management.
- Effective communication processes, activities and actions, as a key part of corporate communication are essential for building positive stakeholder relations.
Stakeholder Model of Organization-Stakeholder Relations
- The stakeholder model outlines the interconnected relationships between an organization and various stakeholder groups, including governments, investors, and communities.
- Accountability is emphasized as organizations and stakeholders should be viewed as important.
Main Reasons for the Emergence of the Stakeholder Model
- Corporate social responsibility (CSR) and consumer and environmental activism increased the scope of governmental organizations and international bodies.
- An increase in hostile media and loss of confidence in business pushed organizations to consider their stakeholders.
Types of Stakes
- Equity stakes are held by those with direct ownership (shareholders).
- Economic or market stakes are held by those who have an economic interest (customers/employees).
- Influencer stakes are held by those who don't have equity/economic interest (e.g., government/environmental groups)..
Classification of Stakeholders
- Primary stakeholders are essential for the continued survival of the company (e.g., employees/customers).
- Secondary stakeholders have an influence on the company/are influenced by the organization (e.g., media/social communities).
Stakeholder Management
- Fragmented organizational communication among different departments frequently occurs.
- An integrated approach of a company's stakeholder relationships focuses on building relationships with stakeholders through appropriate communication efforts.
Corporate Communications 6 (Corporate Identity Branding & Corporate Reputation)
- The logo and branding elements of a company are critical to projecting a positive image for the organization.
- By having a strong corporate identity a company demonstrates its purpose and goals to potential stakeholders.
- Stakeholder acceptance and support is enhanced through proper image management.
- Advantages of having a good corporate image include attracting investors and customers.
Corporate Identity, Image, Reputation
- A specific image of the organization should be projected for stakeholders acceptance/support of the organization.
- This positive corporate identity should be maintained for achieving organization’s communicated purpose and goals.
- Stakeholders' awareness and perception of the organization should be impacted.
Corporate Communications 7 and 8 (Media Relations)
- Media relations are a key component of corporate communication to shape or influence the public’s perception
- The goal is to create, strengthen, and develop a positive public image/opinions for a corporation.
Corporate Communications 10 (CorpComm Strategy and Planning)
- The process of communication strategy involves bringing stakeholder reputations in line with organizational visions/goals.
- The intent and strategy is to change or consolidate stakeholders’ perception of the corporation’s reputation for better alignment with its desired vision.
- Communication strategies should articulate target outcomes in order to understand the current progress towards the desired state.
Corporate Communications 11 (CorpComm Strategy and Planning)
- Strategy formation combines planned and emergent processes to achieve desired general directions and goals.
- Involved communication technicians and communicators/managers that are involved in the strategic decision-making processes.
- Formulating a communication strategy starts with an assessment of the overall reputation in relation to the organization’s vision and clarifies reputational gaps that can be addressed with different communication strategies.
Corporate Communications 12 (Event Management)
- Events provide consumers with an opportunity for interaction, and help introduce products.
- Planning and logistical planning is essential for a successful event.
- Predetermined goals and objectives are meant to be achieved by the company.
Corporate Communications 13 (Event Management)
- Event planning should take into account time, location, audience size, and resources.
- Important considerations for all types of events include facilities, necessary aids (e.g., projector, microphones etc.), seating, and catering.
- Invitations and registration processes should be in place to manage the anticipated flow of attendees/participants within the event
- Programs can be printed or digital in nature. The printed copy should include all the necessary information about the event agenda.
Corporate Communications 14 (Intercultural and International Communication)
- Organizations need to understand and appreciate different cultures in global interactions.
- Globalization/digitalization drives need for intercultural communication (i.e., acknowledging and adapting to other cultures).
- Historical context to the development of intercultural principles (e.g., American diplomacy).
- Hall’s and Hofstede’s models for understanding cultural differences (e.g., high-context/low-context cultures, individualism/collectivism).
Corporate Communications 15 (Intercultural and International Communication)
- Macro-cultural aspects (e.g., Hofstede's model, Hall's model) are important to grasp for better comprehension of various cultures.
- Micro-cultural aspects (e.g., non-verbal communication, language barriers) also influence intercultural communication.
- Understanding cultural nuances can improve communication effectiveness in a multicultural environment.
- The values of a national culture can be stronger than organizational values; therefore it is beneficial for communicators to adapt to specific cultures in a given country.
Corporate Communications 16 (Internal Communication)
- Communication efforts should aim to establish positive relationships with stakeholders in other countries/nations, along with a good global reputation for the organization.
- Different communication strategies can be chosen (standardization vs. adaptation).
- Adaptation strategies require consideration of various contextual variables: political and legal systems, and socio-cultural aspects.
Corporate Communications 17 (Research and Measurement)
- Research and measurement are fundamental parts of professional corporate communication practices.
- The aim is to improve the perception given to the communications field through research.
- Various research methods are used to accurately measure impact, which include qualitative and quantitative analyses.
Corporate Communications 18 (Research and Measurement)
- Data is a raw fact to be processed into meaningful information; valuable insights can be obtained through different research methods (qualitative or quantitative).
- Research and evaluation should be considered as part of a cycle including audit, objectives, planning, measuring, evaluation, and review.
- The stages of evaluation include before, during, and after the execution of the relevant activities/projects.
Corporate Communications 19 (Social Media Communication)
- Social media provides channels for communication among individuals and organizations on a global scale.
- Social media platforms provide different types of media (e.g., blogs/vlogs, collaborative projects, social networking sites).
- Different theories (e.g., social presence theory, media richness theory) are utilized in social media research to classify how people use the different platforms to interact with each other.
Corporate Communications 20 (Social Media Communication)
- Classification theories cover media research and social processes to understand social presence, media richness, and self-disclosure.
- Blog sites and vlog sites have diary/journal styles allowing for information sharing within the respective communities of practice.
- Collaborative projects support various communicative behaviors such as sharing.
- Social networking sites, such as Facebook and LinkedIn, provide different forms of information to stakeholders
- Content communities provide a platform to share content between individuals.
Corporate Communications 21 (Employee Communication)
- Employee communication is crucial for building a positive organizational image among stakeholders.
- Internal communication channels, along with corporate policies, can be utilized to ensure effective transmission of messages
- Understanding the concepts of employee voice and employee silence helps develop a better understanding of organizational communication.
Corporate Communications 22 (Employee Communication)
- Different leadership styles influence the communication styles of both the manager and the subordinate.
- A supportive and inclusive workplace culture encourages effective vocalization and participation from employees.
- A more hierarchical workplace may result in less free communication from employees to management.
Corporate Communications 23 (Employee Communication)
- Organizational culture and group dynamics shape employee willingness to engage in voice (or to remain silent).
- A proper communication climate considers factors such as employees perception of safety, inclusive language in the organization and support from supervisors.
- Understanding employee behaviors (e.g., prosocial and antisocial behaviors) can be utilized to contribute to the organization's overall value.
Corporate Communications 24 (Employee Communication)
- Employees are a vital asset that can represent the organizational image through their communications.
- Employee communication behaviors (ECB) provide strategic value to an organization.
- Active employee communication channels enable organizations to create more engaging environments for their employees which enhance productivity and overall success.
Corporate Communication 25 (Business Writing)
- Reader-focused writing emphasizes clarity and conciseness for a better understanding.
- Writer-focused writing involves specific communication style like direct tone and straightforward communication.
- Essential aspects to consider when writing are content and style (verbal, non-verbal). It is useful to think about a call-to-action to influence the reader's decision.
Corporate Communications 26 (Culture in the Workplace)
- Organizational culture affects many aspects of a workplace, leadership styles, decision making schemes, business-related behaviors and attitudes, and business relationships and communication patterns and emotions.
- Two main leadership styles are considered (egalitarian and hierarchical), with different decision-making processes and relationships with collaborators.
- Task- and relationship-based work cultures were also explored, along with their influence on the collaboration mechanisms of the organization.
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Description
Explore the fundamental concepts of corporate communications, including definitions and key areas such as media relations, crisis communication, and CSR communication. Understand how these elements contribute to a company's reputation management both internally and externally.
