Chapter 7: What is PR? Flashcards

1
Q

What is corporate identity and corporate image?

A

The strategic development of a distinct and coherent image of an organization that is consistently communicated to stakeholders through symbolism, planned communications and behavior

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2
Q

What is the difference between Corporate identity and corporate image?

A

Corporate identity = what the organization communicates
Corporate image = how the public actually views the organization

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3
Q

How can you control corporate image?

A

Cannot be controlled, but a well managed corporate identity could influence it

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4
Q

How to manage corporate identity?

A

Embracing all aspect of CI mix:
- Symbolism
- communication
- Behavior

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5
Q

What model can help to determine what constitutes to identity?

A

Corporate identity taxonomy (adapted)
And looking at the current issues (EPISTLE)

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6
Q

What are the steps to take when researching the corporate identity?

A
  1. Identify gap and what is needed to make them coherent (current image and identity)
    a. Use an Audit: extensive communication study of the organization.
    * Internally and externally
    * Interviews, observations, content analysis.
    * Visual audit
    b. Increasing importance of the role of Social Media
    * Questions: what platforms, what content, what interaction etc
  2. Goals of Corporate Identity strategy can be:
    a. Maintain present position
    b. Adapt the present situation
    c. Develop a new position
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7
Q

What is the essence of identity from a cultural perspective?

A
  • We create the identity within our discourse.
  • How do we view the organization and communicate about it
  • Role symbolism
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8
Q

What is the essence of identity from a organizational perspective?

A
  • What is central to the organization?
  • What makes it distinct from competitors?
  • What element has been stable in the past, and will be in the present and
    future?
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9
Q

What is the relation between consistency and transparency?

A

Transparency is seen as a new pressure to police for consistency in corporate communication

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10
Q

Why is transparency important?

A
  • Because of critical media looking for gaps
  • Organizations use transparency claims to discipline organizational voices
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11
Q

What makes consistency hard?

A

Different stakeholder and different therefore different interests

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12
Q

What is also part of the corporate identity? (Think of “This is the way we do around here”)

A

Organizational culture

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13
Q

Which tool can we use for mapping and understanding organisational culture?

A

the cultural web (Johnson & Scholes, 1992)

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14
Q

Which topics does the cultural web model for mapping organisational culture consist of? (johnson & Scholes, 1992)

A
  • stories
  • Rituals
  • Control systems
  • Organizational structures
  • Power structures
  • Symbols
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