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Summary Corporate Communication chapter 2-7 Joep Cornelissen
A summary of the chapters 2-7 from Corporate Communication. Helped me a lot with studying for my exams. Corporate Communication: A Guide to Theory and Practice.
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ALLES IS AFKOMSTIG UIT HET BOEK VAN JOEP CORNELISSENCorporate Communication Chapter 2
2.1
From the 1930 when the Industrial Revolution began, the type of communication that were used
was consisted of selling activities, publicity and promotions to mainly buoyant markets. Later on
when there were less stable, more competitive markets, coinciding with greater government
interference in many markets the result was a redefining of the scope and practices of
communication in many organizations. New practices were developed. Managers in function
realized that the most effective way of organizing communication consists of integrating
most, if not all, of an organization disciplines and related activities. The basic idea is that whereas
communication had previously been organized and managed in a rather fragmented manner, a
more effective organizational form is one that integrates or coordinates the work of
various communication practitioners together.
2.2
In contrast to what had gone before, professional communications officers and a more organized
form of handling publicity and promotions. They needed to invest in public relations and
advertising campaigns. In the early years of 1900 industrial corporations hired individuals for their
communication campaigns. These individuals often played on the gullibility of the public. And
many advertisements en press releases in those days were in face exaggerated to the point
where they were outright lies. At the turn of the nineteenth century. Industrial magnates and large
organizations in the Western world were answerable to no one and were largely immune to
pressure from government or public opinion. Seeing investigative journalists who exposed
scandals who raised public awareness of the unethical and sometimes harmful practices of
businesses. At the same time, the growth of many markets stabilized and even declined, which
led organizations to hire advertising agents to promote their products.
In the following decade economic reform intensified public skepticism towards big business
made it clear to organizations that these writers, publicists and advertising agents were
needed on a more continuous basis, and should not just to be hired on and off. These
practitioners were therefore brought in house and communication activities to both the
general public and the markets served by the organization became more systematic and
skilled. This development effectively brought the first professional expertise to the area of
communication. The two professional disciplines: marketing en public relations.
Both marketing and public relations emerged as separate external communication disciplines
when industrial organizations realized that in order to prosper they needed to concern themselves
with issues of public concern as well as with ways of effectively bringing products to markets.
, ALLES IS AFKOMSTIG UIT HET BOEK VAN JOEP CORNELISSEN
Since those early days they had their own separated ways. Since 1980s organizations have
increasingly started to bring these two disciplines together again under the name of corporate
communication.
2.3
Until the 1980 marketing en public relations were considered as rather distinct in their objectives
and activities with each discipline going through its own trajectory of professional development.
Marketing deals with markets while public relationships deals with all the publics of an
organization. Markets from this perspective, are created by the identification of a segment
of the population for which a product of service is or could be in demand, and involves
product or service-related communication. Publics on the other hand, are seen as actively
creating and mobilizing themselves whenever companies make decisions that affect a
group of people adversely. Later they began to see that marketing en pr had some common
ground. Many companies started to make greater use of marketing public relations. Marketing
public relations is focused on the marketing of a company’s products and services, is distinct from
corporate activities within public relations. These corporate activities involve communication with
stakeholders. Corporate advertising involves the use of radio, TV, cinema etc to maintain a
favorable image of the company and its management. Sponsorship of a cause or event may also
serve both marketing and corporate objectives. They are also a number of ways in which
marketing and public relations activities can complement one another. For example:
- A company’s image, created through public relations programs, can positively reflect upon
its product brands, thereby increasing the awareness of the product brand as well as
enhancing consumer’s favorable impression of the brand.
Integrated Marketing Communications which is defined as a concept of marketing communication
planning that recognizes the added value of a comprehensive plan that evaluates the strategic
role of a variety of disciplines and combines these disciplines to provide clarity, consistency and
maximum communication impact.
2.4
In most organizations marketing and public relations disciplines are not merged within
organizations. To one and the same function. Both disciplines, while existing separately, are
balanced against each other and managed together within the overarching management
framework of corporate communication. The importance of integrating marketing communications
and public relations in this way has resulted from a variety of factors/drivers. These drivers can be
grouped into three main categories:
- Market- and environment based drivers:
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