100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Summary Corporate Communication €4,99   In winkelwagen

Samenvatting

Summary Corporate Communication

6 beoordelingen
 554 keer bekeken  41 keer verkocht

Grade of the exam: 8.7. This is a clear summary of the book 'Corporate Communication: a Guide to Theory & Practice' by Joep Cornelissen. This document includes a summary of the 5th edition of the book (including pictures), the lecture slides & the notes of the lectures; everything you need for the ...

[Meer zien]

Voorbeeld 2 van de 43  pagina's

  • Ja
  • 3 september 2019
  • 43
  • 2018/2019
  • Samenvatting
book image

Titel boek:

Auteur(s):

  • Uitgave:
  • ISBN:
  • Druk:
Alle documenten voor dit vak (9)

6  beoordelingen

review-writer-avatar

Door: darkob707 • 1 jaar geleden

review-writer-avatar

Door: jannekenienhaus • 2 jaar geleden

review-writer-avatar

Door: romyzitman • 4 jaar geleden

review-writer-avatar

Door: stino0014 • 5 jaar geleden

review-writer-avatar

Door: noaterbraak • 5 jaar geleden

review-writer-avatar

Door: SinitaKuusela • 5 jaar geleden

avatar-seller
annabos
Corporate Communication
4 September 2018

Important topics for corporate communication:
- Leaderships
- Stakeholders (costumers, employees, shareholders etc.)
- CSR (= corporate social responsibility), society-important issues
- Social media
- Crisis communication
- Impacts of news


Chapter 1 – defining corporate communication
Reader should be familiar with the basic characteristics of corporate communication,
its historical emergence and its relevance to contemporary organizations.

Building, maintaining and protecting the company’s reputation = core task of
corporate communication practitioners.

Until 1970’s: public relations = communication with the stakeholders, mostly press ->
corporate communication
- Important characteristic: focuses on the new organization as a whole and of
how an organization presents itself to all its key stakeholders, both internal
and external.

‘What is corporate communication about?’
 Many CEO’s & senior executives consider protecting their company’s
reputation to be critical.
 Reputation depends on advertising, personal experience, negative news

Corporate communication:
- ‘a management function’
- that offers a framework for the effective coordination of all internal and external
communication
- with an overall purpose of establishing and maintain favourable reputations
- with stakeholder groups upon which the organization is dependent.


Managerial activities Tactical activities
Planning Producing messages
Coordinating Disseminating messages
Counselling CEOs and senior managers




1

, Factors making corporate communication more complex:
- Different stakeholders, goals, etc.
- Wide geographical range
- Wide range of products/services
- Corporate headquarters and various divisions and business units


6 September 2018
Investors = important stakeholder group because of financial gains.

Key concepts:
 Mission, vision, objectives, strategies
- Mission = the overriding purpose in line with stakeholders’ values and
expectations (who we are, what we value)
- Vision = the desired future state or aspiration of the organisation (what we
want to become)
- Objectives = the overall aims in line with the overall purpose (more specific
than the previous two; how we gauge our degree of success in accomplishing
our mission)
- Strategy = the ways or means in which the corporate objectives are to be
achieved and put into effect (how we will achieve our vision/objectives)
 Corporate identity, corporate image, corporate representation
- Corporate identity = the profile and values communicated by an organization
- Corporate image (stakeholders’ perspective) = an individual’s immediate set
of association in response to (a) signal(s) or message(s) from or about a
particular organization at a single point in time
- Corporate representation = an individual’s collective representation of past
images of an organization (induced through either communication or past
experiences) established over time
 Stakeholder, market
- Stakeholder = any group or individual who can affect or is affected by the
achievement of the organization’s objectives. (Differences between
stakeholders -> difficult for organizations to have a consistent reputation and
to keep all stakeholders content).
- Market (target groups) = a defined group for whom a product or service is or
may be in demand (and for whom an organization creates and maintains
products and services).
 Communication, integration
- Communication = the tactics and media that are used to communicate with
internal (employees) and external groups (ex: investors).
- Integration = the act of coordinating all communication so that the corporate
identity is effectively and consistently communicated to internal and external
groups.

Trends in corporate communication:
 Before 1980: fragmentation led to each department sub optimizing their own
performance.
Fragmentation (disadvantage: likely that each department optimizes its own
performance instead of working for the organization as a whole) -> procedures (like
communication guidelines) and coordination mechanisms (like council meetings).

2

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

Verzekerd van kwaliteit door reviews

Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper annabos. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €4,99. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 66579 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€4,99  41x  verkocht
  • (6)
  Kopen