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Questions and Answers
What is a key step in developing a media strategy?
What is a key step in developing a media strategy?
Which AI function is NOT mentioned as a way it reshapes corporate communication?
Which AI function is NOT mentioned as a way it reshapes corporate communication?
What major advancement in 2017 contributed to the recent explosion of AI capabilities?
What major advancement in 2017 contributed to the recent explosion of AI capabilities?
Which of the following is a benefit of implementing AI in corporate communication?
Which of the following is a benefit of implementing AI in corporate communication?
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How do events typically benefit brands?
How do events typically benefit brands?
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What is the primary characteristic of a PAUSER in a conversation?
What is the primary characteristic of a PAUSER in a conversation?
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What behavior should a person avoid when interacting with a HYPOTHESISER?
What behavior should a person avoid when interacting with a HYPOTHESISER?
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What advantage does providing an EXCLUSIVE interview to the media offer?
What advantage does providing an EXCLUSIVE interview to the media offer?
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What is one benefit of using media monitoring services?
What is one benefit of using media monitoring services?
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What is considered a crisis in terms of communication?
What is considered a crisis in terms of communication?
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Study Notes
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 international/intercultural communication.
Corporate Communications 1
- Definitions: Management function coordinating internal and external communication to establish and maintain reputations with stakeholders.
- Characteristics: A broader perspective of the organization as a whole; integrated approach to stakeholders; strategic reputation building; combination of managerial and tactical activities.
CorpComm Key Concepts
- Mission: The organization's overarching purpose in line with stakeholders' values.
- Vision: The desired future state of the organization.
- Objectives: The overall aims in line with the organization's mission and vision.
- Strategies: The means of achieving objectives
- Identity: The organization's profile and communicated values.
- Image: The immediate perception of the organization (different from reputation).
- Reputation: The overall collective perception of the organization over time.
- Stakeholders: Individuals or groups with objectives and interests that can impact the organization.
- Market: A defined group of customers.
- Communication: The methods and tactics of communicating with stakeholders.
- Integration: The coordination of all communication activities to project a consistent corporate identity.
Corporate Communications 2 (Development)
- Early corporate communications originated in the 1930s with the industrial revolution.
- Increased need for organized handling of publicity and professional communication officers.
- Phases: 1930s-80s - mass production; 1980-present - integration of PR and marketing, leading towards corporate communications as an umbrella function.
Corporate Communications 3 (Organization)
- Communication disciplines (e.g. marketing, PR) have evolved from distinct to integrated, with communication as the dominant role.
- This evolution often leads to the role of a Corporate Communications Officer (CCO).
Corporate Communications 4 (Stakeholder Management & Communication)
- Importance of stakeholder relationships in corporate communication.
- Evolution of stakeholder thinking – moved from a neo-classical theory (profit maximization) to a stakeholder theory (considering various interest groups).
- Stakeholder model showing different stakeholder groups (Gov, Investors, etc) and their connectedness to the organization.
Corporate Communications 7 & 8 (Media Relations)
- Media relations are a key aspect of corporate communication.
- They are used to shape public opinion and defend reputation.
- Media relations are a crucial competence including: what the media do; why do we need to communicate to the media; and who is involved in the relationship between organization and media.
Corporate Communications 10 (CorpComm Strategy & Planning)
- The process of forming a communication strategy starts with a well-rounded assessment of the current reputation.
- Forming strategies requires the identification of target stakeholder groups, desired reputation elements, and messaging for them.
Corporate Communications 12 (Event Management)
- Events act as experiential platforms for brands to engage with consumers.
- Planning for events (e.g. conferences, trade shows) requires detailed logistics.
- Different types of corporate events (group meetings, banquets, receptions, conventions, trade shows, plant tours, open houses, promotional events).
Corporate Communications 14 (Intercultural Communication)
- Global communication is becoming increasingly complex due to intercultural differences.
- The need for communication professionals to consider cultural context; this includes culture dimensions according to researchers like Hall or Hofstede; and non-verbal communication considerations.
- Historical context of intercultural communication, including its development with the rise of global relations (American diplomacy after World War II).
Corporate Communications 16 (Internal Communication)
- International Strategies: Choices in corporate communication strategies (standardization, adaptation) can be influenced by many factors.
- Adaptation Strategies: Considering various contextual components like political and legal systems, economic status, social and cultural systems, and media systems in the country (or countries).
Corporate Communications 17 (Research & Measurement)
- Research and measurement are core to professional corporate communication.
- Evaluation must look at outcomes, rather than just outputs; consider all stakeholder, social and organizational impact.
- Types of research (formal and informal) and evaluation methods.
Corporate Communications 19 (Social Media Communication)
- Social media usage and best practices for social media communication, as well as the categorization of social media platforms and their usage in relation to communication purposes.
Corporate Communications 20 (Social Media Communication)
- Classifying social media through various theories in media research.
- Types of social media platforms; their usage and implications, including communication risks.
Corporate Communications 21 (Employee Communication)
- Employee communication acts as a vital tool for building employee morale and organizational awareness.
- Employee involvement in organizational communication is critical for building a positive organizational culture.
Corporate Communications 24 (Employee Communication)
- Employee communication is a crucial strategic asset, playing a significant role in interacting with stakeholders.
- Employee behavior in communication holds strategic value as a source of company information.
Leadership Style and Behavior
- Types of leadership: Egalitarian, and Hierarchical; their impact on communicating and expressing personal ideas.
- Cultural aspects, and their relation to communication in the workplace.
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Description
Explore the fundamentals of corporate communications, including its key areas such as media relations, crisis communication, and CSR. This quiz will test your understanding of definitions, characteristics, mission, vision, objectives, and strategies in corporate communications.
