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Corporate Communication Summary
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, CUP 1Defining corporate communication
Corporate communication:Amanagement function that offers a framework for the effective
·
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favorable reputations with stakeholder groups upon which the organization is
dependent.
·
Corporation
legal form of organization
-Narrow view:Specific
Broadview:Group of people working together strategically
+
↳ Latin word:
corpus -- organization a body with different functions
Metonymy: a figure ofspeech we use in everyday life. Usually a symbol or label that talks
·
about a much more complex thing-often a whole complex organization (e.g. The White Housel
·
An organization:All organized groups that communicate strategically with their stakeholders
Corporate communication:The integration ofstrategic communication functions
·
Corporate Communication
-
Marketing Public Relations Organizational
communication communication
stakeholder communication a corporate reputation
Corporate branding Issue management Employee communication
corporate identity Media relations Leadership communication
CSR communication Crisis communication Change communication
Important concepts
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Mission:Overriding purpose in line with the values and expectations of stakeholders
Vision:Desired future state, what is inspired to become in long-term future
·
corporate objectives:Statement ofoverall aims in line with the overall purpose
·
·
Strategy:The ways or means in which the corporate objectives are to be achieved and put
into
effects
corporate identity:The profile and values communicated by an organization
·
·Corporate image:The immediate set of associations of an individual in response to one or
more
signals or messages from or about a particular organization at a single pointof time
·
Stakeholder:group/individual who can affect or is affected by the achievement of
the
organization's objectives
, ·
Market:Adefined groupfor whom a product is or may be in demand
·
Communication:The tatics and media that are used to communicate with internal and
external groups
Integration:The act of coordinating all communication so that the corporate identity
·
is
effectively and consistently communicated to internal and external groups
Corporate communication in a
changing media landscape
·
Trends in corporate communication
·Current media landscape
Traditional/current media New/current media
communication approach Broadcasting Crowd-casting
Communication model One-to-many Many-to-one, many-to-many
Underlying principle Corporate positioning Content generation
key metaphors Medium, channels Platforms, arenas
Rules of communication Fixed and controlled Messy and emergent
costs of content/publishing Expensive/high Cheap/low
threshold
·
Classification of social media
-
Own, paid, earned media
↳ own media:online media that an organization owns and thus controls
↳ Paid media:paid for content exposure on other online media
or
↳ Earned media:stakeholder generated online word-of-mouth abt an organization
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