W1.1 defining corporate communication
Who are considered key stakeholders in Shareholders, investors, customers, employees,
corporate communication? members of the community in which the company
operates
What is the core task of corporate Build, maintain and protect the company’s
communication practitioners? reputation
How did the term Public Relations evolve from Initially, PR focused on communication with
’70 to include corporate communication? stakeholders and the press. Overt time, it expanded
to include corporate design, corporate advertising,
internal communication, issues and crisis
management, media relations, investor relations,
change communication and public affairs. The term
now focuses on the organisation as a whole,
symbolizing both internal and external
communication.
Define corporate communication. Corporate communication is a management
function that offers a framework for the effective
coordination of all internal and external
communication, aiming to establish and maintain
favourable reputations with stakeholder groups upon
which the organisation is dependent.
The basic profile that an organization wants to
How is corporate identity defined? project to all stakeholders and the values
communicated by the organization.
Explain the concept of corporate reputation. Corporate reputation is an individual’s collective
representation of past images of an organization,
formed through communication and past
experiences.
What led to the restructuring of corporate The focus on accountability and contribution led to
organization in the 80s? the restructuring, resulting in disciplines such as
media relations, advertising, sales and product
publicity. To avoid counterproductive fragmentation,
organizations developed procedures to integrate
these disciplines, involving communication
guidelines, house-style manuals, council meetings
and networking platforms.
How did corporate communication strategies In the 90s, organizations focused on positioning
evolve in the 90s with the advent of social themselves strategically in the minds of stakeholders,
media? emphasizing corporate identity, reputation and
branding. This led to a linear model of
communication, viewed as a joint activity. The rise of
social media brought about a shift towards more
interactive and dialogue-based forms of
communication, emphasizing individual skills and
interpersonal interactions within the organization.
, W1.4 Stakeholder management en communication
Why did stakeholder management become Because of pressures form governments and the
important? international community promoting the stakeholder
perspective.
How does the neo-classical economic theory The purpose is to make profits in accountability to
view the purpose of organizations? themselves and shareholders, contributing wealth for
themselves and society at large.
What is the input-output model in stakeholder This model suggests that others are only contributing
management? inputs to the organization and are rewarded with
compensation.
How does the socio-economic theory differ The socio-economic model suggests that
from the neo-classical economic theory in accountability extends to other groups besides
terms of accountability? shareholders, unlike the neo-classical economic
theory, which focuses solely on shareholders.
Define a primary and a secondary group in A primary group consists of people important for
stakeholder management. financial transactions and necessary for an
organization to survive. A secondary group consists
of people who influence or affect the organization,
but are not engaged in financial transactions.
What is the difference between contractual Contractual stakeholders have a legal relationship
and community stakeholders? with the organization for the exchange of
goods/services, while community stakeholders have
a non-contractual relationship with the organization.
Describe three types of stakes in an Equity stakes involve direct ownership of the
organisation. organization (shareholders, directors). Economic or
market stakes involve economic interest without
ownership (employees, customers). Influencer stakes
involve no ownership or economic interest (consumer
advocates, environmental groups).
What is the stakeholder salience model and The stakeholder salience model investigates
what are the three attributes it considers? stakeholders’ impact based on: power, legitimacy
and urgency.
Explain the power-interest matrix used in The power-interest matrix categorises stakeholders
stakeholder management. based on the power they possess and their level of
interest in the organization’s activities. it helps
management form strategies for engaging different
stakeholders.
Differentiate between the old approach of The old approach of stakeholder management is
stakeholder management and the new fragmented among departments, focuses on
approach of stakeholder engagement. managing relationships, emphasizes buffering the
organization from stakeholders, links to short-term
goals, and is dependent on individuals managers.
The new approach of stakeholder engagement is
integrated, focuses on building relationship,
emphasizes bridging and creating mutual benefits,
links to long-term goals, and is driven by the
organization’s mission, values and strategies.
