Block 1 Exam, Corporate girly check.
Corporate communication practitioners core task is to maintaining and protecting the
company’s reputation. Characteristic is that is focuses on the organization itself as a whole
and on the important task of how an organization presents itself to all its key stakeholders,
internal and external
Chapter 1&2 corporate and marketing communication
The general idea is that sustainability and success of a company depends on how its viewed
by the key stakeholders, and communication is a critical part of building, maintain and
protecting such reputations.
Stakeholders: (groups that interact with the organization) ‘is any group or individual who can
affect or is affected by the achievement of the organizations purpose and objectives’, like:
customers, employees, transports, shareholders and investors, governments, NGO’s (active
stakeholders dealing with the company).
Public Relations (PR):
Purpose: Aims to build and maintain a positive image and relationship between an
organization and its various stakeholders which the organization is dependent on.
Some characteristics of PR:
• It’s a planned communication activity with strategic intent.
• It seeks to create awareness/ engage interest among specific stakeholder groups
• Relationships should be mutually beneficial.
• Use of media attention (as opposed to advertising).
The key concept is REPUTATION. They always want the best reputation. `sometimes its’s not
that sincere/true like greenwash: they say they are very mindful about the environment,
when they are not just for their reputation.
Key Terms in corporate communication:
Mission: a single sentence that is used to explain its core purpose, values and culture. (What
business are we in?)
Purpose: a single statement that defines the reason of existence, beyond making profit. (how
to aim to be positively in society)
Vision: designed future state of the organization.
Objectives: are the short-terms statement to be achieved.
Strategy: the ways in which the objective is being achieved and put into effect.
Identity: the profile and values communicated by an organization itself.
Image: set of associations not formed by the organization.
Reputation: a collective representation of past images over time.
Market: a group of people whom a product is aimed for-> involves understanding of needs.
Corporate communication focus on the organization as a whole and management and
business communication on small groups within the organization.
, Communication as tactical support is shifted to a strategic tool to realize the organizations
objectives. It is shifted to a new era of ‘stakeholders’ engagement’ with new points of
emphasis around
*interactivity: active engagement and response.
*authenticity: being genuine, expressing one’s real identity, without pretending or imitating.
*advocacy: is the act of actively supporting or promoting a cause or issue to create positive
change. It involves raising awareness, influencing opinions.
*and transparency: being open, clear and honest
Marketing communication vs PR
Marketing: focusses on promoting products or services to drive sales. The main goal is to
create interest and demand so that customers make purchases.
Marketing
*Is about selling: identifying segments to whom you can sell products and communicating
about those products
*You can define your own target group
*have strategies as advertisement, promotions.
PR
*Is about having a good relations/reputation between stakeholders and organization.
*You cannot define your own target groups; they are simply there! Its for the public, so
everyone and not a specific target group (engage broader audience, media, investors,
general public and employees)
*Concerned about the general behavior of the organization
*have strategies as press releases, events, media relations.
However, they are related and sometimes helps each other in;
->Branding: Both marketing and PR help shape how people see a brand. Good PR can make
marketing work better by building trust and credibility with the audience.
-> Communication: Both areas focus a lot on how to communicate with people. They need to
work together to make sure the messages are clear and consistent everywhere.
->Crisis Management: When something goes wrong, PR is key in handling communication
about the issue, while marketing may need to change its approach based on how the public
is reacting.
The drivers for integrations are:
Market- and environment-based drivers: were stakeholder rolls overlap, internal and
external (individual as employees or costumers) being inseparable and demands for greater
transparency over operations.
Communication-based drivers: increase of message through consistency of core message
and examine their media presence and control it.
Organizational drivers: need to become more efficient, cost efficient to example research
and communication materials are more used than for one campaign.
