Strategic Corporate Communications Exam Bank Solution Manual Rated 100%
Audience - Answers People who pay attention or receive a message
Stakeholder - Answers Relates to the public's potential impact on an organization, or
who have a conscious mutual relationship with an organization
Public - Answers Strategic grouping of demographic or market that share common
space in the public sphere
Analysis - Answers is fundamental to the success of your message: to capture and hold
an audience's attention and to motivate readers and listeners, you must
shape your message to meet the audience's goals, interests, and needs
Public analysis - Answers Fundamental to the success of your message.
- Important to capture, hold audience's attention, and motivate readers and listeners
Shaping your message to meet the audiences: - Answers Goals, Interests, and Needs
Discourse communities - Answers Groups whose members create the affiliation, the rules and the
norms, through discourse, or dialogue. Members communicate through shared
symbols (language, values) that may or may not be exclusive to their group, but
which identify them as members of that group
Four Types Of Market Segmentation - Answers Socio-Demographic segmentation,
Psychographic segmentation, Behavioral segmentation,
Motivational segmentation
Socio-Demographic segmentation - Answers age, gender, education, marital status, race, religion,
ethnicity, occupation
Psychographic segmentation - Answers values, beliefs, interests, personality, lifestyle
Behavioral segmentation - Answers Relevant behavior, frequency of behavior, consistency, duration,
brand interactions
Geographic Areas - Answers Neighborhood, area code, city, region, country, rural, suburban, etc.
, Motivational segmentation - Answers Professional, ideological, competitive, political, issue-based
Producer Publics - Answers Publics that provide input to the organization, including employees,
volunteers, unions. Vendors, investors, donors, etc.
Enablers - Answers Set norms or standards for the organization (professional associations, Govt
agencies) or opinion leaders with influence over customers (stockbrokers, analysts).
Limiters - Answers Reduce or
undermine progress of an organization
either as ideological
opponents, market
competition, hostile ideologies, lawyers, unfriendly media, bloggers, etc.
Who/What influences your publics? - Answers - Media
- Thought leaders/influencers
- Politics
- Economics
Discourse Communities - Answers - family, peers, professional associations, clubs, and the workplace —
are groups whose members create the affiliation, the rules and the norms, through discourse, or
dialogue.
- Members communicate through shared symbols (language, values) that may or may not be exclusive
to their group, but which identify them as members of that group.
Media relations - Answers The practice of trying to persuade journalists to cover new stories in ways
that put certain policies or perspectives in the most favorable light
News media - Answers is an intermediary; the target is the intended audience
Business vs. Nw Media - Answers - Reporters think policy makers and businesses executives
- Executives and policymakers think media
Newspapers/Magazines - Answers - Seek access/multiple sources
- More in-depth reporting
