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Summary Corporate Communication: All notes (readings+lectures)
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Summary of 5 pages for the course Corporate Communication at UvA (key concepts)
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WEEK 1Corporate Comm
Context:
Definition
org presentation of itself to external and internal stakeholders, to establish
and maintain a favourable reputation
Key concepts
mission, vision, corporate objectives, strategy, identity, image, reputation,
integration, stakeholders
Changes in media landscape
Challenges
new media blurring the boundaries between a consumer and a provider,
harder to control an image and message
Opportunities
new ways for the engagement, reaching out, closer relationship with the
stakeholders
WEEK 2
Stakeholder Comm
2 economic models
Neo-classical: purpose of org is to make profit
Socio-economic: purpose is to engage people, outside of the stakeholder
cicrcles
Stakeholder comm management
Informational (one-way, symmetrical): information available, no dialogue,
gathering feedback
Persuasive (two-way, asymmetrical): feedback, PR, aim to change the
attitudes
Dialogue (two-way, symmetrical): actively listening, mutual understanding,
equal opportunities for understanding
Engagement
Different approach for management and engagement
FIGURE
Issues Comm
Strategic approach
org with the issues, focus is on org and stakeholder, communication of the
org, economic background
Sociological approach
the issue with the org, focus on issue and issue political, communication of
and about the org, socio-political background
Managing the issue
FIGURE
Issue response
Buffering – remain silent, keep issue away from stakeholders, delay the
development
Bridging – open to change, recognize the issue, engage in dialogue
Advocacy – change opinions, issue campaign
, Thought leadership – identify issue before active, seen as leading the change,
proactive position
Issue arena
Space where the issue gets constructed by communication
(virtual/public/networked)
Emerging around all kind of issues (environmental, public, economic
inequality,..)
WEEK 3
Image management
Corporate image
Symbolically constructed, crafting an impression along with exchanging
important info, distinctiveness, and impact building
FIGURE
Identity management
FIGURE
Identity types
Organizational: values and culture shared with the org
Corporate: presentation of such values through communication, symbols,
behavior
Corporate personality
Extended image management
Identity emerging from mission, vision, culture
Corporate branding
Strategies
Monolithic: same brand, same name
Branded: each product, different brand (usually no connection in the
stakeholders eyes between the org and the brand)
Endorsed: badged with the parent company (clear connection between the
brand and the org)
Reputation
Allignment vision, culture, image
Hand-in-hand management aspirations, org values, impressions
Gaps
Vision-culture: changes by management not supported by the employees
Culture-image: confusion between stakeholders and what the org stands for
Vision-image: vision created by the org not according to stakeholders
expectations
Agenda-setting (article)
WEEK 4
Employee comm
Management comm
Direct comm between managers and employees
Personal = specific tasks, activities, morale (usually verbal, face-to-face)
Corp info and comm systems
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