Types of Business Communication

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Questions and Answers

What is the primary goal of public affairs in business communication?

To promote products through media

To build relationships with governmental regulators (correct)

To create news and publicity

To announce financial reports to investors

What type of communication involves creating news to reach a wider audience?

Sales promotion

Direct marketing

PR (media relations) (correct)

Advertising

What is the relationship between communication and reputation?

Reputation affects communication directly

Reputation is unrelated to communication

Communication has no impact on reputation

Communication affects reputation directly (correct)

What is the primary function of corporate communication?

To coordinate all internal and external business communication Signup and view all the answers

What is the overriding purpose of an organization, according to its mission?

To align with the values and expectations of stakeholders Signup and view all the answers

What is the focus of international business communication?

Coordinating all types of business communication in an international context Signup and view all the answers

What is the primary purpose of stakeholder management in corporate communication?

To balance the needs of different stakeholders and maintain a healthy ecosystem Signup and view all the answers

What is the difference between corporate identity and corporate image?

Corporate identity is the internal perspective, while corporate image is the external perspective Signup and view all the answers

What is the main driver of integrated communication in an organization?

Communication-based drivers, such as message clutter and media cost inflation Signup and view all the answers

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 Signup and view all the answers

What is the primary role of the board in reputation management?

To represent shareholders and manage risk Signup and view all the answers

What is the main challenge of stakeholder management, as highlighted by the social dilemma theory?

Balancing the needs of different stakeholders Signup and view all the answers

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 Signup and view all the answers

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 Signup and view all the answers

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

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Description

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.