College aantekeningen
Corporate Communication lecture summary
- Instelling
- Universiteit Van Amsterdam (UvA)
In dit document vind je alle aantekeningen van de hoorcolleges en werkgroepen van het vak Corporate Communication.
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Voorbeeld 3 van de 18 pagina's
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Corporate communicationVideo lecture 1
What is corporate communication?
Definition corporate communication
A corporate communication is a management 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.
• Aim is to oversee & coordinate all communication of employees and departments of the
organization
• CorpCom is integrated around one mission/vision/corporate identity
• CorpCom is strategic (for example make profit or create knowledge community)
Corporate reputation
The collective evaluation of an organization (induced through either communication or past
experiences) established over time. Reputations are often measured to rank
organizations. Not only separate organizations have a reputations but also sectors of
reputations like (banks, meat industry). But also one specific person (for example the
CEO) can influence the reputation of an organization.
Media relations, investor relations, recruitment (employer branding) and public affairs are
under the coordination of corporate communication. Organizational communication
deals with internal communication. From the management to the employees, but also the
communication of employees among each other.
What is an organization?
A group of people working together to reach a common goal. Those goals cannot be
obtained individually. You have to collaborate with other people and communication helps
to work together. Not all organizations necessarily have a profit orientation. Organizations
want to adapt to changes in the market and society really quickly. To do that organizations
are increasingly trying to become really small and lean and then collaborate with local
partners.
Five different approaches
We are using five different approaches that help you understand how communication
works and why organizations are communicating. The first two approaches view
communication in terms of an active sender and a more or less passive receiver. The third
approach is a relational approach. Interpretative approach is based on social
constructivism. The last approach, critical approach is a normative approach, more political
and very idealistic.
1. Informative approach
• Communication is information transmission from a sender to a receiver
2. Persuasive approach
• We acknowledge that communication is intended to have some effect on people
• You want certain perceptions to come across
• You don’t just want to reach people but you also want to have some effect on people
• People are usually not very much effected by communication (cognitive dissonance)
3. Relational approach
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, • This approach assumes both actors are receiver and sender at the same time
• Communication can contribute towards building a relationship between these actors
• Mutual trust is created because both parties are willing to keep the others interest in
mind
• Systems theory, all the different systems have to work together.
4. Interpretative approach
• It devotes attention to the meanings that people contract through communication
• What people know and see about reality is a construction of the mind
• What we see and know about our environment is actually constructed by our
communication instead of from direct observation
5. Critical approach
• What should communication look like?
• Through communication you build certain societies with power structures
• In the critical theory you should really look at how communication can contribute to a
society that is for example open or egalitarian
• The aim in external communication is to create a society that is free of power
inequalities
Historic development CorpCom
Historically the communication professional was dominated by PR professionals that were
usually former journalists. Before the seventies there was a large emphasis on reaching
audience and devising messages. After this, marketing came up and positioning was
getting bigger. After 2000 marketeers wanted a relationships with the stakeholders. They
wanted to engaged people more in what they do. In real life they mostly only want a good
reputation. But there is definitely a more relational approach since 2000.
The environment of organizations
There are two theories about the environment of organizations. The stakeholder theory
or model is a very dominant way of approaching the environment of organizations. The al-
ternative is issue management. Both this theories deal with how an organization relates
to the different parties in the environment.
The stakeholder theory/model
The stakeholder theory or model is a very dominant way of approaching the environment
of organizations. The stakeholder theory says that besides investors, customers,
employees and suppliers there are other parties that are involved in a organization. For
example governments, communities, political groups. The relations are two ways, one
depends on the other. The stakeholder salience model is looking at how much power,
legitimacy and urgency a stakeholder has.
Two ways of stakeholder approach
If you take a stakeholder approach there are different ways of using communication to deal
with stakeholder. Historically, there is the stakeholder management approach in which you
use persuasion and information to convince your stakeholders. There is a large emphasis
on management of relationships. You often buffer stakeholders from interfering with
operations. You use a one way communication. A stakeholder engagement is about
building a relationship with the stakeholders by bridging and creating mutual benefits. This
is a relational approach.
The issue management/arena model
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, The issue management says that there are a lot of parties interested and involved in a
topic. There is an organization you have to fight or invest in to defend your position in that
organization. You have to establish yourself to have a say about this topic.
Stakeholder Each group, or individual that can influence or is influenced by the behavior
of the organization.
Stake An interest (belang) or stake in a corporation, which can vary from personal interest
to ownership of the organization.
Issue A public concern about the organization’s decisions and operations that may or may
not also involve a point of conflict in opinions and judgements regarding those decisions
and operations.
Stakeholder analysis
• Who are stakeholders?
• What are their stakes?
• Which chances and challenges does the organization have in relation to this
stakeholder?
• Which responsibilities does the organization have in relation to this stakeholder?
• What is the best way to communicate with this stakeholder?
Video lecture 2
Identity and reputation
We see the organization as a person. What is this organization showing of themselves?
Identity is a really important concept in corporate communication. Corporate
communication aims for a good reputation. The way corporate communication professions
do that is that they try to consistently convey and communicate an unique, authentic,
distinct identity.
Mission & vision
We all have certain images in our head about who or what is a specific organization.
Organizations try to influence what people think about them. They come up with a vision
and mission for their organization. For example the vision of Rijksmuseum is to link
individuals with art and history. A mission describes with a little more details how they will
try to complete their vision. Another way of expressing your identity is your design or your
logo a color palette. This is the corporate visual identity. What do you want to express?
The Birkigt and Stadler model of corporate identity
This model is describing how communication can establish a particular image. The idea is
that certain attributes in your communication or in your policy are all coordinated around
this idea of what you want to be or what you are. They call this corporate personality in
the model. You use behavior, communication and symbolism to convey your corporate
personality. Through those attributes you express your corporate identity. If you keep on
doing that in a consistent way people are going to pick that up and it will be reflected in
your corporate image. The corporate image is what people know, think and feel about
your organization. A reputation is a collective evaluation and an image is really a more
individual concept that is more about associations with the organization.
Social, organizational, and corporate identity
The corporate identity is the identity that the organization is revealing to the outside
world through it’s behavior, communication and symbolism. This is symbolic and external
communication. Organizational identity is much more cognitive. It’s in the minds of
people. You ask members, who are we as an organization? That makes it internal. Social
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