Summary

Samenvatting Corporate Communication Premaster Communication and Information sciences

2 purchases

Course
Corporate Communication

Institution
Tilburg University (UVT)

Book
Corporate Communication

Summary of the course Corporate Communication of the Premaster Communication and Information Sciences of Tilburg University, spring 2022. Book used and referred to: Corporate Communication: A guide to Theory and Practice by Joep Cornelissen. Summary of the course Corporate Communication, part o...

[Show more]

Preview 4 out of 59 pages

View example

Summarized whole book? No
Which chapters are summarized? 1 t/m 13
Uploaded on July 5, 2022
Number of pages 59
Written in 2021/2022
Type Summary

corporate communication
corporate communication
tilburg university
summary
corporate communication guide to theory and practice
communication and information sciences
communication and information sciences

Book Title:Corporate Communication

Author(s):Joep P. Cornelissen

Edition:februari 2020
ISBN:9781526491978
Edition:6

Institution
Tilburg University (UVT)
Education
Pre-master Communication And Information Sciences
Course
Corporate Communication

$8.36

Add to cart

Save

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Summary Corporate Communication

Corporate Communication: A Guide to Theory & Practice
& Lectures week 1 - 10

Irene Elion

Tilburg University

,Week 1, chapter 1 & 2
Definition corporate communication:
• A management function
• A framework for the effective coordination of all internal and external
communication
• Establishing and maintaining favourable reputations
• Involved with stakeholder groups upon which the organisation is dependent.

=> To conclude: corporate communication focuses on the organisation as a whole and the
important task of how an organisation is presented to all its key stakeholders, both internal
and external.

Type of activity
Managerial:
• Planning
• Coordinating
• Counselling CEOs and senior managers

Tactical
• Producing messages
• Disseminating messages

Complexity
Factors that make CC more complex:
• Wide geographical range (multinationals)
• Wide range of services and products
• Corporate headquarters and various divisions and business units (hierarchy)
• Consensus within the organisation often hard to establish

Key concepts
Mission:
Overriding purpose in line with the values and expectations of stakeholders

Vision:
Desired future state: something that can be measured.

Corporate objectives:
Statement of overall aims in line with the overall purpose.

Strategies:
The ways or means in which the corporate objectives are to be achieved and put into affect.

Corporate identity:
The profile and values communicated by an organisation.

Corporate image:

,The immediate set of associations of an individual in response to one or more signals or
messages from or about a particular organisation at a single point in time.

Corporate reputation:
An individual’s collective representation of past images of an organisation

(Induced through either communication or past experiences) established over time.

Stakeholders:
Any group or individual who can affect or is affected by the achievement of the
organisation’s objective.

=> Essence of these key concepts is that corporate communication is geared towards
establishing favourable corporate images and reputations with all of an organisation’s
stakeholders’ groups, so that these groups act in a way that is conducive to the success of
the organisation.

Corporate communication trends
1980s:

—> markets are created by the identification of a
segment of the population for which a product or
service is or could be in demand, and involves
product or service-related communication.
—> Publics are seen as actively creating and
mobilising themselves whenever companies make
decisions that affect a group of people adversely.

—> models for the relationship between marketing
and public relations.

1990s/2000s

, Questions arising from the positioning view
• Can stakeholders be managed or even controlled?
• Are models of reputation management all that matter?
• Do corporate messages always have to be directed towards reputational change?
• Are lines models of communication always the best?
• Are stakeholders always passive agents or speakers in-waiting?

2010s
• Stakeholders more active
• Voicing their expectations
• Self-organizing
• Advocating
• Empowered by new media technologies
• Shift towards stakeholders sharing experiences, opinions and ideas about
organisations
—> changed corporate communication from ‘just PR’, important characteristic of this
new function is that it focuses thee organisation as a whole and on the important
task of how an organisation presents itself to all its key stakeholders, both internal
as external.
• Challenges and opportunities through word-of-mouth and peer-to-pee influence.

‘Marketing public relations’ (MPR) = involves the use of public relations techniques for
marketing purposes which was found to be a cost-effective tool for generating awareness
and brand favourability and to imbue communication about the organisation’s brands with
credibility.

‘Branded content’ = involves the generation of content on an online marketed platform that
features both product-related content as well as general interest content that speaks
favourably to the corporation or brand in question.
=> BOTH use PR techniques but are (in)directly focused on the marketing of a company’s
products and services.

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller ireneelion42. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $8.36. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

64257 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Seller

Exam (elaborations) ·

Summary

Samenvatting Corporate Communication Premaster Communication and Information sciences

Document information

Subjects

Connected book

Written for