Summary Corporate communication : a guide to theory and practice

ISBN-10 0857022431 ISBN-13 9780857022431
184 Flashcards & Notes
13 Students
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This is the summary of the book "Corporate communication : a guide to theory and practice". The author(s) of the book is/are Joep Cornelissen. The ISBN of the book is 9780857022431 or 0857022431. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

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Summary - Corporate communication : a guide to theory and practice

  • 1 Defining Corporate Communication.

  • Hebben chimpansees of mensen een beter kortetermijngeheugen?
  • 1.1 Introduction

  • The primary goal is to give readers a sense of how corporate communication is used and managed strategically as a way of guiding how organizations can communicate with their stakeholders
  • 1.2 Scope and Definitions

  • Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent
  • 1.3 Key Terms

  • What is a mission?
    Overriding purpose in line with the values or expectations of stakeholders

  • What is a vision?
    Desired future state: the aspiration of the organization

  • What are corporate objectives and goals? (SMART)
    (Precise) statement of aims or purpose (Specific, Measurable, Achievable, Realistic and Time-bound)

  • What are strategies?
    The ways or means in which the corporate objectives are to be achieved and put into effect

  • What is corporate identity?
    The profiles and values communicated by an organization

  • What is a corporate image?
    The immediate set of associations of an individual in response to one or more messages from or about a particular organization at a single point in time

  • What is a corporate reputation?
    An individual's collective representation of past images of an organization established over time

  • What is a stakeholder?
    Any group or individual who can affect of is effected by the achievement of the organization's objectives

  • Definition of public?
    People who mobilize themselves against the organization on the basis of some common issue or concern to them

  • What is a market?
    A defined group for whom a product is or may be in demand

  • What is communication?
    The tactics and media that are used to communicate with the internal and external groups

  • What is integration?
    The act of coordinating all communication so that the corporate identity is effectively and consistently communicated to internal and external groups
  • 2.2 Historical Background

  • When did organizations started to use communication disciplines?
    about 150 years ago

  • What happend during the industrial revolution?
    More competative markets ---> Need for an organized form of handling publicity and promotion

  • What happend in the year 1800?
    Large organizations became immune to pressure from the government or the public opinion

  • What happend in the year 1900?
    Investigative journalists exposed scandals

  • What happend when the growth of the markets declined?
    Organizations hired agents to promote products and created ''in house'' communication activities

  • What is the 20th century approach towards organizational communication?
    Public Relations (PR) and Marketing

  • Definition of communication?
    Any type of cummunication activity undertaken by an organization to inform, persuade or otherwise relate to individuals and groups in the outside invironment

  • Definition of management?
    Management of all communication activity from an organization to it's public and stakeholders

  • What is integrated communication?
    Marketing + public relations = Corporate communication

  • What is model A?
    Corporate advertising (advertising by a firm where the company, rather then its products or services is emphasized

  • What is model B?
    Direct marketing (Direct cummunications --> via post, telephone or email to customers and sales promotions --> tactics to engage the customer, including discounting, coupons, guarantees, free gifts and bonus commission)

  • What is model C?
    Distribution and logistics, pricing and development of products

  • What is model D?
    'Corporate ' public relations includes issues management, community relations, investor relations, media relations, internal communication and public affairs

  • What is model E?
    'Marketing' public relations includes product publicity and sponsorship

  • What is model F?
    Mass media advertising --> advertising aimed at increasing awareness, favour or sale of a company's products or services
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