Corporate Communication - summary of key definitions, concepts, models
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Course
Corporate Communication - 774211001Y (774211001Y)
Institution
Universiteit Van Amsterdam (UvA)
This is not a class note or full version summary, but a CRASH COURSE summary that brainstorms all concepts into topics, and definitions are explained in simple terms. This document will help you to learn all the definitions by heart faster and easier, with a logical flow so you would not feel overw...
1. Definition of corporation communication
- A management function that offers framework for effectively coordination with internal and
external => Purpose: establish and maintaining a favourable reputation with stakeholder
(Cornelissen ,2017)
2. Why CC is important?
- Because it oversee and effectively coordinate communication amongst internal and external
- CC is integrated around mission/vision/identity
- CC is strategic
3. Definition of Corporate image
- The way corporate is symbolically perceived based on certain messages and at a certain
point of time
=> image: an individual’s perception of the org, product or service at certain point in time
4. Definition of Corporate Identity
- The profile and values communicated by the organization that make up the “me” in the
self-concept.
- It is the identity that outsiders view corporate
5. Definition of organizational identity
- The profile and values communicated by the employees of the organization that make up the
“I” of the org self-concepts. Org id answer the question of “who am i, as an org”
6. Why should there be alignment between org id and corp id?
- An alignment between these is necessary for any company to gain favorable reputation
inside and outside the company to its stakeholders
7. How do you understand “organization as a communication”?
- communicative constitution of organization (CCO) is established as an alternative to the
traditional CC (lecture 1 28:52). The idea is that organization consists of communication and
this communication gives meanings to concepts within the org such as interaction or images
8. Name 5 Van Ruler’s approach to cc
- Persuasive approach
- Informative approach
- Interpretative
- Relational
- Critical
9. Definition of corporate personality
- The core values of an org as shared by its member = organizational identity
10. Definition of corporate reputation
- It is the collective evaluation of an org established overtime
11. Definition of corporate branding
- The way in which corp aim to represent and develop themselves with through symbolic
reputation with stakeholder
12. Three kinds of identity structure (branding)
- Endorsed: different branch have diff logo + parent’s logo e.g. nestle
- Branded: each branch => diff logo
- Monolithic: one logo for all branches e.g. disney
13. Definition of corporate social responsibility (CSR)
, - Corporate’s actions that concern public welfare and society at large without financial
implications, often concerning ecological and social issues.
14. Definition of corporate information and communication system (CICS)
- Technology used to disseminate information across the organization in order to keep
employees (of all ranked) informed on corporate matters
=> technology used to disseminate information to employees of all ranked in the
organization in order to keep them informed of corp matters
15. Definition of corporate community relations
- The communications + rela that establish mutual benefits between org and the communities
in which they operate
16. Goals of employee communication
- Productivity: in terms of quantity and quality
- Social capitals: employees identify themselves with the org
ALL DEFINITION: ISSUE
17. Definition of issue
- Public’s concern over an org’s operations and decisions at a certain point that may arise
conflicts in opinions and judgements
18. Definition of issue management
- The proactive attempt to identify and control issues in order to limit damage to org’s
reputation
19. Definition of issue arena
- It is a place of interaction where multiple actors discuss topics in which they have a stake
- It is a place of interactions where multiple actors discuss the topics regarding their stakes.
20. What happen in the issue arena?
- Gain attention from the public
- Influence the direction of debate by promoting a viewpoint from early stage
- Show accountability + explain on the issues to gain acceptance + maintain org’s legitimacy
- Crowd-sourcing = solicit public’s contribution to the matters on social media
21. Definition of issue life cycle
There are 4 stages
- latent/potential stage: issue exist but not yet pick up by media
- active/emerging stage: media pick up, but mostly relevant for related audience
- intense/current stage: problem is relevant to public
- Crisis stage: issue threaten company’s existence and reputation + has no more time to be
tackled
22. How to scan environment? What factors are important
- 1st tool: DESTEP
- Demographic
- Econ
- Social
- Tech
- Eco
- Political
- 2nd tool: SWOT
- Strength
- Weakness
- Opportunities
, - Threats
23. Why are this tool important
- It gives guidance into identify which elements are influential
24. Name 4 issue management strategies
- Buffering: delay decision + try to keep the issue silent
- Bridging: org adapt activities to conform with external expectation
- Advocacy: try to change public’s opinion on the matters
- Thought leadership: org’s decision to take a proactive position on issues + innovate their
business strategy.
25. one examples for each
- Buffering:
- Bridging
- Advocacy: alibaba’s 996 issue try to change public’s negative pov about working overtime by
giving speeches, encouraging that overwork=hardwork pays off
- Thought leadership: e.g. zara, h&m fashion brand change from fast fashion to sustainable
fashion after people called them out for wasting clothes and harm the environment
EVERYTHING: CSR
26. Definition of CSR (again)
- Org’s actions that concerns public welfare + society ar large, often bout ecological and social
matters, that purely do not involve financial benefits
- Companies taking responsibility for their impact on society
27. Name 3 CSR strategy
- Stakeholder information strat: stkh are informed about the corp’s csr
- Stakeholder response strat: stkh’s feedback used to improve org
- Stakeholder involvement strat: use communication to collab with stkh in developing CSR
28. Approach to CSR (acc to books)
- Defensive approach = ad hoc interventions with shareholders and gov
E.g.
- Charitable approach = charitable donations for communities
- Promotional approach = pr campaigns and events for public + stkh
- Strategic = management systems that spread across the org
- Transformational = business model that spread across the org that focus on the foundation
of org that helps the society + planet
29. 7 sins of greenwashing
- The hidden trade off
- No proof
- Vagueness
- Worshipping false labels
- Irrelevance
- Lesser of two evils
- Fibbing
30. Why CSR is important?
- It boost reputation
- And reputation indirectly boost profit, org integrity + ethics
EVERYTHING ABOUT CRISIS
31. Definition of crisis
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