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Summary Corporate communication: H1, H2, H4, H5, H8, H9, H10, H11, H13
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Corporate communication: H1, H2, H4, H5, H8, H9, H10, H11, H13
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Corporate communication: A guide to theory and practiceH1 Defining corporate communication
1.1 Introduction
1.2 Scope and definitions
Before 1970 referred as public relations. In this period it was used mainly to communicate
with the press and as a tactical instrument. 1970 → Now Growth into corporate
communications. Corporations were starting to focus on the organization as a whole.
Definition ‘’Corporate communication is an instrument of management by means of which
all consciously off internal and external communication are harmonized as effectively and
efficiency as possible, with the overall objective of creating ‘a favorable basis for
relationships with groups upon which the company is dependent.’’
,All organisations, of all sizes and operating in different sector, must find ways to
successfully establish and nurture relationships with their stakeholders, upon which they
are economically and socially dependent. The management functions that emerged to deal
with this task is corporate communication.
Vertical Structures - Way in which tasks and activities are divided and arranged into
departments, and located in the hierarchy of authority within an organization. Vertical
structures divide each organization's primary tasks into smaller tasks and activities.
, Horizontal Structures - Ensures that tasks and activities, while spread out over
departments, are combined into the basic functions. Horizontal structures allow for
cross-functional teamwork and flexibility and can take various forms including: -
Multi-disciplinary task or project teams - Standardized work processes - Council meetings.
1.3 Trends in corporate communication
H4 Stakeholder management and communication
4.2 Stakeholder management
Neo-classical theory - Purpose of organizations is to make profits in their accountability to
themselves and shareholders.
Socio-economic theory - Accountability extends to groups considered to be important for
the continuity of the organization and the welfare of society.
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