This is a clear and structured summary of the book 'Corporate Communication: a guide to theory and practice' by Joep Cornelissen. By only using my summary to learn for the exam, I received a score of 70%! It contains all important terms/definitions and models.
Protectin the compaiy’is reputation (= how nt nis vnewed by istakeholderis) nis critical
“Corporate communicaton ii a management functon ttat oferi a framework for tte efectte
coordinaton of all internal and external communicaton witt tte oterall purpoie of eitabliiting and
maintaining fatourable reputatoni witt itaketolder groupi upon wtict tte organizaton ii
dependent.”
more actve istakeholderis
empowered by iew medna
electroinc word of mouth (eWOM): meisisaneis are vnisnble for ornainzatoiis
peer-to-peer nifueice: istakeholderis efect each other
medna wnisdom: nrownin awareieisis of mainpulatoi by ornainzatoiis
,Chapter 2: Corporate Commuincatoi ni Coitemporary Ornainzatoiis
1. maisis productoi/coiisumptoi (late 18th ceitury – 1930)
nicreaised compettoi
rnise of marketin commuincatoiis
2. muckraknin jourialnism (early 20th ceitury)
rnise of publnc relatoiis
3. ecoiomnc depreisisnoi (1920-1930)
developmeit of expertise oi PR aid marketin
PR (publncis, nisisueis) aid marketin (marketis, productis) ais iseparate exterial dniscnplnieis
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