Summary of the book Corporate communication worldwide, written by Mariet Conversion, Carin Rustema. The summary of the 2nd edition of the book, ISBN 9789001802448. extract of Corporate communication worldwide is written by publisher Student Only and checked completely content.
Titel : Corporate communication worldwide
Druk : 2
Auteur : M. Herle en C. Rustema
Uitgever : Noordhoff Uitgevers B.V.
ISBN (boek) : 9789001802448
Aantal hoofdstukken (boek) : 9
Aantal pagina’s (boek) : 285
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1.1 What is this book about?
Corporate communication is the subject of this book. The subject is defined as follows: “the
management function within an organization (profit or non-profit) which is responsible for
communication processes that are initiated from within the organization and trying to promote a
sustainable interaction between the organization and groups of the public in the internal and external
environment.”
The following elements are important in corporate communication:
• Communication should be a management function.
• Communication is a multi-layered process.
• Communication should be a proactive activity.
• Communication needs interaction between at least two parties.
• Communication involves interaction between different groups.
• Communication deals with the exchange of information between internal and external parties.
1.2 What is this book NOT about?
The following elements are not defined in this book:
• Communications technology.
• Business communication.
• Communication studies.
1.3 Related terms
Integrated communication: integration corporate communication, marketing communication,
advertising, marketing public relations, sponsorship, promotions, direct marketing, point of sale,
personal selling, exhibitions and trade fairs into marketing communication.
Public relations: aims to earn understanding and support, and influence opinion and behavior. It is
planned and sustained effort to establish and maintain goodwill and mutual understanding between
an organization and its public.
Reputation management: claims to be the creation of values for stakeholders, which are measured
by various methods and organizations. Corporate reputations are measured by asking representatives
of stakeholder groups how they perceive companies in the following areas:
• Social responsibility.
• Vision and leadership.
• Workplace environment.
• Products and services.
• Financial performance.
• Emotional appeal.
,Public relations are seen as an instrument for marketing communication as a whole. Public relations
is divided into: corporate communication and product-related publicity. The main differences
between corporate communication and marketing are:
• Corporate communication is the communication of the organization as a whole, whereas
marketing communication is communication aimed at customers and other parties in the
selling chain.
• Marketing communication is aimed at persuasion whereas corporate communication involves
a dialogue
1.4 Goals of organizations
There are different kinds of organizations, for example profit and non-profit organizations and
governmental and non-governmental organizations. Corporate communication is important to all
of them.
• Profit organizations: organizations whose aim is to make a profit.
• Non-profit organizations: governmental organizations such as central and local government.
• Non-governmental organizations: subsidized organizations such as hospitals and libraries.
• Syndicates: employers unions and employees unions.
• Pressure groups: consumer groups, social activists etc.
All organizations must communicate, the aim of communicating can include:
• organization aim > Continuity.
• Economic aim > All about money.
• Social aim > “People, Planet, Profit”.
1.5 Mission and Vision Statements
For medium and larger organizations, it is important to define corporate goals publicly. When
organizations are more transparent, employees, clients and other groups understand what the
organization is striving for.
• Mission: the public goal of an organization.
• Vision: the way an organization views its role in society as a whole.
1.6 Media
The development of media has progressed very quickly. See image 1.2: Timeline media; Chapter
1; Page 20; Corporate Communication Worldwide; M. Herlé & C. Rustema. This, together with
social developments, has contributed to the rapid rise of communication disciplines.
1.7 Stakeholders
A stakeholder is a person, group or organization that has interest or concern in an organization.
Stakeholders can affect or be affected by the organization’s actions, objectives and policies. For
an idea of the sort of stakeholders an organization can have. See figure 1.5: Stakeholders; Chapter
1; Page 23; Corporate Communication Worldwide; M. Herlé & C. Rustema.
Organizations have to map their stakeholders, in order to be able to communicate intensively with
those who are important to the organization. The attention given to certain stakeholders can be
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