Nike Corporate Communication and Strategy
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Questions and Answers

What is the purpose of Nike as stated in their purpose statement?

  • To innovate new technologies for athletic wear
  • To achieve global domination in sports
  • To maximize profits through aggressive marketing
  • To unite the world through sport to create a healthy planet (correct)

What does Nike's vision statement aim to achieve?

  • To create a monopoly in the sports industry
  • To produce the largest number of athletic products
  • To keep prices low for all consumers
  • To expand human potential in various activities (correct)

Which of the following best describes Nike's corporate objectives?

  • The overall aims that align with Nike's purpose and goals (correct)
  • The demographic targeting for new products
  • The moral and ethical stance on environmental issues
  • The promotional strategies used in advertising

What was the primary focus of communication in corporate organizations during the 1970s?

<p>To support finance and marketing functions (B)</p> Signup and view all the answers

What strategy does Nike utilize to position its products in the market?

<p>Premium pricing to emphasize high quality (B)</p> Signup and view all the answers

What significant trend occurred in corporate organizations during the 1980s?

<p>There was a restructuring trend focusing on accountability (B)</p> Signup and view all the answers

In the context of corporate communication, what is the meaning of 'integration'?

<p>Coordinating communication to preserve corporate identity (C)</p> Signup and view all the answers

Which of the following definitions best fits 'corporate identity'?

<p>The way an organization presents itself to the public (C)</p> Signup and view all the answers

What led many organizations to integrate communication disciplines in the 1980s?

<p>The realization that fragmented communication was counterproductive (C)</p> Signup and view all the answers

What is the positioning paradigm evolving into from the 2000s onwards?

<p>A process of stakeholder engagement and interaction (D)</p> Signup and view all the answers

What is a key distinction between corporate image and corporate reputation?

<p>Corporate image refers to individual perceptions while reputation reflects collective views (A)</p> Signup and view all the answers

Who are considered stakeholders in an organization?

<p>Individuals or groups who can influence or are influenced by the organization's objectives (D)</p> Signup and view all the answers

How did the relationship between marketing and public relations change after the 1980s?

<p>They merged under the concept of corporate communication (C)</p> Signup and view all the answers

What was a consequence of the lack of transparency and authenticity in communication?

<p>Stakeholders may organize for action (C)</p> Signup and view all the answers

What initial role did communication play within organizations before the extensive integration of functions?

<p>Tactical support for corporate events (C)</p> Signup and view all the answers

What characteristic represents the new approach to stakeholder engagement that emerged in the 2000s?

<p>Interactivity and decision-making involvement (B)</p> Signup and view all the answers

What is a key characteristic of multi-functional teams?

<p>They can include members from different units to solve specific problems. (C)</p> Signup and view all the answers

What is the primary purpose of communication guidelines within an organization?

<p>To help preserve the organization's identity and establish common procedures. (C)</p> Signup and view all the answers

What is one of the main drivers for organizations to integrate their marketing and public relations efforts?

<p>To improve efficiency and communication productivity (D)</p> Signup and view all the answers

How do integrated communication efforts help reduce communication clutter?

<p>By reinforcing consistent messages across various media (A)</p> Signup and view all the answers

Which statement best describes informal channels of communication?

<p>They allow casual conversations between individuals. (B)</p> Signup and view all the answers

Which method of communication is characterized by strategizing and performance evaluation?

<p>Council meetings. (D)</p> Signup and view all the answers

What potential issue can arise from conflicting internal and external messages?

<p>Confusion among stakeholders about the organization's message (A)</p> Signup and view all the answers

What is the benefit of unifying different communication disciplines within an organization?

<p>It builds stronger relationships with stakeholders (C)</p> Signup and view all the answers

What is one disadvantage of decentralized communication?

<p>It can lead to increased costs and reduced effectiveness. (A)</p> Signup and view all the answers

In the context of stakeholder management, what is emphasized?

<p>The importance of managing processes and actions. (B)</p> Signup and view all the answers

What has been the evolution of the relationship between marketing and public relations in organizations?

<p>From distinct to integrated management perspectives (C)</p> Signup and view all the answers

How are 'agile' teams characterized?

<p>They are flexibly grouped and regrouped as needed. (C)</p> Signup and view all the answers

Which role does transparency play in communication within organizations?

<p>It enhances the clarity of stakeholder understanding (B)</p> Signup and view all the answers

What is a potential challenge of organizing communication in contemporary organizations?

<p>Managing communication across different cultures and languages. (B)</p> Signup and view all the answers

Why do organizations increasingly view marketing and public relations as complementary?

<p>Both functions share similar goals, skills, and tasks (B)</p> Signup and view all the answers

What is the primary focus of marketing in relation to customers?

<p>Sense, serve, and satisfy customer needs at a profit (A)</p> Signup and view all the answers

What is a significant outcome of integrating marketing and public relations for organizations?

<p>Enhanced accountability within the communication function (C)</p> Signup and view all the answers

How does marketing public relations (MPR) utilize public relations techniques?

<p>For marketing purposes such as free publicity and branded content (A)</p> Signup and view all the answers

What does Integrated Marketing Communications (IMC) primarily emphasize regarding the role of public relations?

<p>Public relations is reduced to product publicity and sponsorship (B)</p> Signup and view all the answers

In the context of marketing integrating into public relations, what is emphasized?

<p>Satisfying all publics and stakeholders as part of public relations (A)</p> Signup and view all the answers

Which model of communication is most commonly utilized in modern organizations?

<p>Balanced management model keeping both disciplines distinct yet coordinated (C)</p> Signup and view all the answers

Complete integration of marketing and public relations is characterized by which feature?

<p>A unified external communications function (D)</p> Signup and view all the answers

What are considered the primary drivers for integrated communication in organizations?

<p>Management frameworks that allow coordination of marketing and public relations (C)</p> Signup and view all the answers

What common misconception about public relations in marketing integration is highlighted?

<p>Public relations is a standalone discipline with no overlap with marketing (B)</p> Signup and view all the answers

What does the neo-classical theory primarily focus on regarding organizations?

<p>Maximizing profits exclusively for shareholders (D)</p> Signup and view all the answers

Which theory recognizes the importance of stakeholders beyond just shareholders?

<p>Socio-economic theory (D)</p> Signup and view all the answers

What is the primary goal of stakeholder management according to the stakeholder model?

<p>Treating all stakeholder interests as equally important (A)</p> Signup and view all the answers

According to the content, which of the following is NOT a characteristic of the input-output model?

<p>Emphasis on social responsibility towards stakeholders (D)</p> Signup and view all the answers

Which of the following best describes the concept of 'legitimacy' in stakeholder management?

<p>Recognition by both market and non-market stakeholder groups (A)</p> Signup and view all the answers

What are the two categories of reasons for engaging with stakeholders mentioned in the content?

<p>Instrumental and normative reasons (B)</p> Signup and view all the answers

What does the socio-economic theory suggest regarding organizational responsibilities?

<p>Organizations should also consider societal welfare (A)</p> Signup and view all the answers

How does stakeholder relationship management purportedly impact markets?

<p>It improves overall market performance (D)</p> Signup and view all the answers

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Flashcards

Purpose Statement

A statement that outlines an organization's reason for being and how it aims to contribute positively to society.

Vision Statement

A view of an organization's desired future state, a long-term aspiration.

Corporate Objectives

Precise goals that align with the overall purpose of an organization.

Strategy

The strategy employed by an organization to achieve its objectives.

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Corporate Identity

The basic profile an organization desires to project, including its values and how it presents itself to the public.

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Corporate Image

The immediate set of associations individuals have about an organization.

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Corporate Reputation

The cumulative representation of an organization's past images, built over time.

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Stakeholders

Groups or individuals who can influence or be influenced by an organization's goals.

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Stakeholder Engagement

The process of actively involving stakeholders in communication, allowing them to have a say in decision-making. It focuses on interactivity, transparency, authenticity, and advocacy.

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Strategic Communication

The realization that communication can be used to strategically position an organization in the minds of stakeholders. A positive reputation makes an organization more desirable for stakeholders.

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Integrated Communication

The practice of coordinating all communication activities under one umbrella to ensure consistency and effectiveness. It includes marketing, public relations, advertising, and internal communication.

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Accountability and Integration

The trend in the 1980s where organizations assessed each function based on its contribution and accountability. This led to integrating different communication disciplines for optimal performance.

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Communication Coordination

The development of procedures and coordination mechanisms within an organization to ensure consistent communication. This helps to eliminate fragmentation and sub-optimization.

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Communication as a Strategic Tool

The era when communication transitioned from a tactical support role to a strategically aligned function, used to achieve organizational objectives and build reputational capital.

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Shift from Positioning to Engagement

The gradual shift from positioning an organization in the minds of stakeholders to actively engaging them in communication and decision-making.

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Traditional Marketing & Public Relations View

A traditional view of marketing focusing on satisfying customer needs at a profit, while public relations aims to cultivate positive relationships with non-customer stakeholders for the benefit of company operations.

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Marketing Public Relations (MPR)

A recognition that marketing and public relations share common ground. Utilizing public relations techniques for marketing purposes (e.g., free publicity, branded content) is a key component of this approach.

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PR Integrated in Marketing (IMC)

A model of integrated marketing where marketing is the dominant function, encompassing public relations. Public relations focuses on product publicity and sponsorship within a broader marketing strategy.

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Marketing Integrated in PR

A model where marketing's focus on customer satisfaction is part of a broader public relations effort to please all organizational stakeholders, maintaining goodwill.

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Complete Integration of Marketing and PR

A complete integration of marketing and public relations into a single function, often seen in start-ups where functions are merged to achieve efficiency.

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Balanced Marketing and PR (B Model)

The most common model where marketing and public relations are separate entities but work together within a unified corporate communication framework.

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Drivers for Integrated Marketing Communications

External factors that encourage the integration of marketing and public relations. These drivers include increasing competition for consumer attention, evolving customer expectations, and the growth of digital media.

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Multi-functional Teams

Groups of individuals who come together from different departments to handle specific situations and solve specific problems.

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Council Meetings

Formal meetings where people discuss strategic communication issues and evaluate performance. They are often a place where new ideas emerge.

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Standardized Work Processes for Communication

Standard operating procedures that define how communication should be conducted within an organization, ensuring consistency in messaging and brand identity.

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Informal Communication Channels

Informal communication channels within an organization, such as emails, that facilitate quick and efficient communication.

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Communication Guidelines

Guidelines that dictate the style and tone of communication, ensuring a consistent brand image across all platforms.

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Stakeholder Management

The practice of actively managing relationships with all stakeholders, including employees, customers, investors, and the public.

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Stakeholder Communication

The understanding that organizations need to communicate with their stakeholders to build and protect their reputation.

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Stakeholder Demands

The pressure from stakeholders, such as customers, employees, and investors, has driven organizations to integrate their marketing and public relations efforts.

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Communication Clutter

The realization that traditional advertising is overwhelmed by a barrage of messages, prompting organizations to find more effective ways to stand out.

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Transparency and Consistency

Internal and external communication are interconnected, requiring transparency and consistency to avoid conflicting messages.

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Evolution of Communication

The evolution of communication from separate disciplines to a unified approach, where marketing and public relations work together to enhance the organization's overall reputation.

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Holistic Reputational Management

Organizations are increasingly adopting a holistic perspective, managing marketing and public relations as interconnected functions that contribute to the organization's reputation.

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Organizational Efficiency

The desire for efficiency and cost savings has led organizations to combine communication disciplines, optimizing resources and coordination.

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Shared Expertise and Goals

The recognition that different communication disciplines often share expertise, goals, and skills, creating opportunities for collaboration and resource optimization.

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Neo-classical theory

The idea that a company's purpose is solely profit maximization, prioritizing shareholders above all else. Organizations operate as self-contained units, focusing on internal processes and ignoring stakeholder needs.

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Socio-economic theory

Recognizes the importance of various stakeholders in an organization's success, extending beyond just shareholders. Companies have a responsibility to all groups that contribute to its longevity and societal wellbeing.

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Stakeholder model

All stakeholders have legitimate interests and contribute to the organization's well-being. The relationship between the organization and its stakeholders is interdependent and mutually beneficial.

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Instrumental reasons for stakeholder engagement

Practical reasons for engaging with stakeholders, stressing the link between stakeholder management and improved company performance.

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Normative reasons for stakeholder engagement

Ethical or moral reasons for engaging with stakeholders based on principles like human rights, social contracts, and ethical behavior.

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Legitimacy Theory

The theory that a company's success and legitimacy depends on meeting the needs of both market (customers, suppliers) and non-market (community, government) stakeholders.

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Study Notes

Introduction - Chapter 1

  • Company reputation is a key strategic objective, especially now during times of economic and financial crisis
  • Corporate communication is vital in maintaining a positive company image with all stakeholders
  • Corporate communication emphasizes a unified approach to internal and external communication
  • Corp.comm acts as a management framework to ensure effective communication with stakeholders
  • This framework aims to establish and maintain a favorable reputation with stakeholders
  • Corp.comm involves various management functions like marketing (sales promotions, advertising, sponsorships) and public relations (media relations, online comm., events)
  • Key concepts of Corp.comm include mission (core purpose), vision (desired future), corporate objectives, strategies, identity, image, and reputation.
  • Stakeholders are individuals/groups influenced by the organization's objectives
  • Effective Corp.comm involves understanding market needs, communication tactics, and internal/external integration.

Corporate Communication Development

  • Corp.comm evolved through phases:
    • Phase 1 (1930s): industrial revolution, organizations realized the need for professional communication
    • Phase 2 (1930s-1980s): recognition of problems in communication, professionalization grew
    • Phase 3 (1980s-2000s): integration of communication disciplines
  • Contemporary Corp.comm focuses on stakeholder engagement, interactivity, transparency, and authenticity. This approach is needed to respond effectively to various stakeholders' expectations and maintain a favorable reputation.

Integrated Communication

  • Marketing and public relations have traditionally been separate disciplines
  • The modern trend is towards integrating them under the umbrella of Corp.comm
  • This integration is driven by: market and environment-based drivers, communication-based drivers, and organizational drivers
  • Different models of the relationship between management and public relations exist.
  • The most common is the integrated approach, where marketing and public relations activities are managed together

Corporate Communication Organization - Chapter 2

  • Corp.Comm professionals have ascended to higher positions within organizations
  • They often play a strategic role in coordinating communication across the organization.
  • Modern organizations often use hierarchical structures (vertical organization) for better efficiency, reporting and advisory relationship with top management.
  • They also use horizontal structures for flexibility, cross-functional coordination, and project teams communication.

Case Discussion

  • The Sara Lee case shows the importance of a centralized communication strategy.
  • This approach will allow the organization to address different stakeholder groups in an efficient and effective way.
  • In many large organizations, communication decentralization will be necessary to achieve effective stakeholder management and control of processes.

Stakeholder Management and Communication

  • Stakeholder management is now a key component of corporate communication theory.
  • Organizations need to communicate with their stakeholders to maintain a favorable reputation.
  • Communication should be tailored to specific stakeholder groups
  • This will allow organizations to better manage relationships with stakeholders across the board.

Stakeholder Management Model

  • Stakeholder models are useful for identifying and prioritizing stakeholders.
  • The more salient a stakeholder, the more active communication and engagement is needed.
  • Stakeholders are classified according to power, legitimacy, and urgency. This structure categorizes stakeholders in a more efficient manner.

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Corporate Communication PDF

Description

This quiz explores Nike's corporate purpose, vision statements, and strategic positioning. It also delves into historical trends in corporate communication from the 1970s to the 2000s, alongside concepts like corporate identity and stakeholder relationships. Test your knowledge of how Nike and corporate communication evolved over time.

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