Read the summary and the most important questions on Corporate communication : a guide to theory and practice | 9780857022431 | Joep Cornelissen.

• 1 Defining Corporate Communication.

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• 1.3 Key Terms

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• What is a mission?

  Overriding purpose in line with the values or expectations of stakeholders

• What are corporate objectives and goals? (SMART)

  (Precise) statement of aims or purpose (Specific, Measurable, Achievable, Realistic and Time-bound)

• 2 Corporate Communication in Contemporary Oraganizations

• 2.2 Historical Background

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• When did organizations started to use communication disciplines?

  about 150 years ago

• 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

• 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 D?

  'Corporate ' public relations includes issues management, community relations, investor relations, media relations, internal communication and public affairs