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Summary all lectures Corporate Communication (825051-B-6)

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Course
Corporate Communication (825051B6)

Institution
Tilburg University (UVT)

This is a summary of all lectures (powerpoints) of the course Corporate Communication (825051-B-6) of Tilburg University's Communication and Information Sciences study. I took this course in 2022 (spring semester) in my second year.

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Uploaded on March 7, 2023
Number of pages 16
Written in 2021/2022
Type Summary

corporate
communication
corporate communication
communication strategies
business
business communication
ciw
cis
cc

Institution
Tilburg University (UVT)
Education
Communicatie- en Informatiewetenschappen
Course
Corporate Communication (825051B6)

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SAMENVATTING CORPORATE COMMUNICATION (825051-B-6)
CIW JAAR 2 SEMESTER 2 (2022) – LECTURES 1 TO 10

LECTURE 1
 Corporate communication: “a management function that offers a framework for the
effective coordination of all internal and external communication, with an overall purpose of
establishing and maintaining favourable reputations with stakeholder groups upon which the
organization is dependent”
- In the past it focussed on public relations, now it’s more holistic (whole
organization/stakeholder presentation)
- Range of disciplines: corporate advertising, issue and crisis management etc.
- Types of activity: managerial (planning, coordinating, counselling CEOS) vs tactical
(producing/disseminating messages)
 Key concepts:
- Mission: overriding purpose in line with the values and expectations of stakeholders (what
does your company stand for?)
- Vision: desired future state, the aspiration of the organization (what do you want to be in the
future?)
- Corporate objectives: statement of overall aims in line with the overall purpose (more short
term and precise, in line with overall vision)
- Strategies: statement of overall aims in line with the overall purpose (more short term and
precise, in line with overall vision)

- Corporate identity: the profile
and values communicated by an organization (how the company perceives itself)
- Corporate image: public perception of the company
- Corporate reputation: an individual’s collective representation of past images of an
organization (induced through either communication or past experiences) established over
time
- Stakeholder: any group or individual who can affect or is affected by the achievement of the
organization’s objectives

LECTURE 2

- P
u

, blic relations: the act of connecting and communicating through all the various relationships
that a business or organization may have formed with the public
- Media relations: a company’s interactions with editors, reporters and journalists  generate
publicity, provide business coverage that influences stakeholders

LECTURE 3
 Amplification  a company’s reputation can be amplified by ‘good’ and ‘bad’ news
 Agenda setting theory: media attention determines issue salience (=amount of importance
that an individual attaches to an issue)
1. Objects of the news (ex: an organization)
2. How to think about the object  facts, issues, scandals etc.
 Agenda building: organizations influence the media  news conferences, press releases,
campaigns
 Framing: how the sender would like to have its story told

Stakeholder Management
1. Neo-classical theory
- Purpose of organizations is to make profit
- Accountable to themselves and stakeholders
2. Socio-economic theory
- Other groups besides stakeholders count
- Accountability extends to groups considered to be important for the continuity of the
organization and the welfare of society
- Market groups financially involved, not-market groups not

,  Stakeholder: ‘any group or
individual who can affect or is
affected by the achievement of the organization’s purpose and objectives
 Stake: ‘an interest or a share in an undertaking, [that]can range from simply an interest in an
undertaking at one extreme to a legal claim of ownership at the other extreme’
 Benefits of stakeholder model:
- To be a good citizen as an end in itself (if you are aware of all the different kind of
interests, you can improve your organization)
- Employee morale (employees know what the organization stands for, what the values
are)
- Reputation of the
organization (good for
the corporate
reputations if you
know all the different
kind of relations, in the
end also positive for
the financial part)

 Basic stakeholder
identification analysis 
Who are the stakeholders?
What are their stakes? Etc.
 Stakeholder salience model:
- Latent  often not the most important ones, doesn’t really influence the organization
- Expectant  more influence so more important
- Definitive  all three characteristics

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