14 Questions
What is the primary goal of public affairs in business communication?
To build relationships with governmental regulators
What type of communication involves creating news to reach a wider audience?
PR (media relations)
What is the relationship between communication and reputation?
Communication affects reputation directly
What is the primary function of corporate communication?
To coordinate all internal and external business communication
What is the overriding purpose of an organization, according to its mission?
To align with the values and expectations of stakeholders
What is the focus of international business communication?
Coordinating all types of business communication in an international context
What is the primary purpose of stakeholder management in corporate communication?
To balance the needs of different stakeholders and maintain a healthy ecosystem
What is the difference between corporate identity and corporate image?
Corporate identity is the internal perspective, while corporate image is the external perspective
What is the main driver of integrated communication in an organization?
Communication-based drivers, such as message clutter and media cost inflation
What is the primary benefit of using media monitoring tools, as demonstrated in the Apple case?
To avoid an 'informational bubble' and understand society's point of view
What is the primary role of the board in reputation management?
To represent shareholders and manage risk
What is the main challenge of stakeholder management, as highlighted by the social dilemma theory?
Balancing the needs of different stakeholders
What is the primary difference between a hierarchical and flat organizational structure?
Hierarchical structures are good at controlling, but not knowing the real situation, while flat structures are more cooperative and open
What is the primary consequence of not reorganizing thinking to address social issues, as demonstrated by the Verizon case?
Damage to the organization's reputation and potential crisis
Study Notes
Types of Business Communication
- Direct marketing: one of the types of business communication
- Advertising: another type of business communication
- Sales promotion: a type of business communication, includes short-term incentives to stimulate sales
- PR (media relations): creating news to get on media, people trust news more than advertising
- Internal communication: type of business communication that occurs within an organization
- Public affairs, governmental relations: example is the tobacco industry's relations with regulators
- Investor relations: communication with investors, especially for stock exchange
- Crisis communication: type of business communication used during crises
- Digital/online communication: type of business communication using digital channels
- Community relations: type of business communication that builds relationships with local communities
- Publicity/sponsorship: type of business communication that includes activities to generate publicity
Reputation and Corporate Communication
- Reputation: collection of all past images of an organization, established over time
- Communication affects reputation
- Behaviour -> Communication -> Reputation: the sequence of events that affects reputation
- International business communication: coordination of all types of business communication in an international context
- Corporate communication: a management function that coordinates all internal and external business communication
- Mission: the overriding purpose of an organization, in line with stakeholder values and expectations
- Vision: the desired future state of an organization
- Corporate objectives: statement of overall aims, in line with the organization's purpose
- Strategy: the ways to achieve corporate objectives
- Corporate identity: the profile and values communicated by an organization
- Corporate image: the immediate set of associations an individual has about an organization
- Integration: coordinating all communication to effectively and consistently communicate the corporate identity
Stakeholders and Integrated Communication
- Main stakeholders: clients, media, employees, regulators, investors, NGOs, and communities
- Drivers for integrated communication:
- Market and environment-based drivers: stakeholder roles overlap, internal and external communication, demands for transparency
- Communication-based drivers: message clutter, message effectiveness, media cost inflation, media multiplication
- Organizational drivers: improved efficiency, increased accountability, strategic direction and purpose
SEMINAR
- Media monitoring tools: used to see society's point of view and avoid 'informational bubble'
- Verizon case: an example of marketing hitting social issues and the importance of reorganizing thinking to save reputation
- Siemens case: the importance of a flat structure for open communication and the role of the board in representing shareholders and managing risk
Stakeholder Management
- Social dilemma theory: how to balance individual and collective interests to maintain ecosystem balance
- Stakeholder management: one of the main purposes of corporate communication
- Stakeholder theory: explains how organizations should behave to maintain a balance between stakeholders
This quiz covers various types of business communication, including direct marketing, advertising, sales promotion, and more. It explores the importance of effective communication in business settings.
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