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Corporate communication Flashcards

1
Q

Corporate communication

A

The management function within an organization, that is responsible for the communication process that are initiated from within the organisation and thus trying to promote sustainable interaction between organization and public groups in the internal and external environment

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2
Q

Reputation quotient measures corporate reputations in 6 areas:

A
  1. Emotional appeal
  2. Products and services
  3. Workforce environment
  4. Financial performance
  5. Vision and leadership
  6. Social responsability
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3
Q

Marketing communication

A

focused on selling

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4
Q

(Goals of organisations) profit companies

A

communicate with shareholders, stakeholders, clients, suppliers

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5
Q

(Goals of organisations) non profit governmental organizations

A

communicate with inhabitants and stakeholders

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6
Q

(Goals of organisations) non-governmental organization

A

communicate with government, clients, suppliers and employees

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7
Q

(Goals of organisations) syndicates (unions)

A

communicate with members, government, companies and non-profit organizations

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8
Q

(Goals of organisations) pressure groups

A

communicate with members, volunteers, government, politicians

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9
Q

The aim of organisations in communication:

A
  1. organisational aim
    continuity
  2. Economical aim
    profit or no profit
  3. Social aim
    people, planet, profit
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10
Q

Public groups

A 
employees
owners
shareholders
financial groups
customers 
suppliers
trade unions/employer's unions
branch organisations / professional organisations 
competitors
government
community
pressure groups
education 
media
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11
Q

Globalisation

A

increasing internationalisation of the economy, social, cultural and political processes

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12
Q

2 conditions for successful global communication

A
  1. news is EFFICIENTLY distributed around the globe

2. news must be relatively QUICKLY DIFFUSE among the various populations

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13
Q

3 variables are responsible for differences in messages being spread among different countries

A
  1. Geographical distance from the location of the event
  2. the extent of trade relations between the countries
  3. the amount of existing communicative relations between countries
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14
Q

3 factors that influence eachoteher continually

A
  1. changes in the international economy
  2. changes in organisations
  3. changes in computer and communication technology
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15
Q

Disintermediation

A

less intermediaries

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16
Q

prosumption

A

gap between consumers and producers becomes smaller

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17
Q

Molecularazitons/regionalisation

A

mass media, production and monolithic governments are replaced by smaller scale, molecular media, production and governance

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18
Q

discordance

A

massive social contradictions are arising

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19
Q

global activism

A

internationally organised groups that fight globalism and other international developments

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20
Q

cross-cultural communication

A

communication with groups from other cultures

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21
Q

Shannon & Weaver’s communication transmission model

A 
Sender
Encoding
Message
Medium
Decoding
Receiver
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22
Q

Cognitive dissonance theory based on 2x

A

Cognitive: thinking/in mind
Dissonance: conflict/inconsistency

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23
Q

Broking window theory

A

strategy for preventing vandalism is to fix the problems when they are small in short time

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24
Q

Precaution adoption process model (PAPM)

A 
Stage 1. unaware
Stage 2. Unengaged
Stage 3. Deciding about acting
Stage 4. Deciding not to act
Stage 5. Deciding to act
Stage 6. Acting
Stage 7. Maintenance
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25
Q

Cialdini 7 principles Reciproaction

A

people want to repay people for what they do for us

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26
Q

Cialdini 7 principles Commitment and consistency

A

once people have made a choice, they are under internal and external pressure to behave consistently with that commitment

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27
Q

Cialdini 7 principles Social proof

A

We decide what is correct by noticing what others think is correct

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28
Q

Cialdini 7 principles Liking

A

people want to say yes to people they know and like, the more similar someone is to you, the more you like him/her

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29
Q

Cialdini 7 principles Authority

A

people are raised with respect for authority

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30
Q

Cialdini 7 principles Scarcity

A

hard-to-get things are perceived as better than easy going things

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31
Q

Giant hypodermic needle theory:

A

media is used to insert info in people’s minds

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32
Q

Two-step flow model:

A

Communication process in 2 steps:
1. The mass media sends messages to the public. Opinion-leaders get info about a certain subject

  1. Opion-leaders pass on info to other people (followers)
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33
Q

Selectivity, 5 steps can directly interfere with the reception and comprehension of the message

A
  1. Selective exposure
    people make a choice to receive a message from a specific source
  2. Selective attention
  3. Selective perception
    People may interpret messages differently
  4. Selective retention
    Peopledecide to save or not save info in their long-term memory
  5. Selective recall
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34
Q

5 Basic needs of individuals

A
  1. Cognitive needs
    Need to be informed, mentally stimulated, understanding a subject
  2. Psychological needs
    Need to understand people and oneself
  3. Integrative needs
    People want to relate to their environment
  4. Family needs
  5. Escape needs
    Needs to avoid unpleasantness or release anger or frustrations
35
Q

Media conglomerates

A

who owns the media

36
Q

Oeffentlichkeit

A

knowledge that is public

37
Q

McLuhan’s theory of communication

A
  1. The medium is the message
  2. Global village and ages of civilisation
  3. hot and cool media
38
Q

Global village and ages of civilisation, 3 communication ages in history

A
  1. Preliterate or tribal age: visions and osund
  2. Gutenberg age: writing and reading
  3. Electric age and global village: electronic interactive media
39
Q

Agenda-setting theory

A
  1. find out which issues are most important today
  2. Find out which issues people talk about
  3. Determine whether the media agenda influenced or caused the public agenda
40
Q

Gate keeping theory of mass media

A 
Actual facts 
Pr consultant (gatekeeper 1)
Press agency (gatekeeper 2)
Journalist        (gatekeeper 3)
NEWS IN THE MEDIA
41
Q

Media imperialism

A

Criticism on the predominant ownership and therefore influence of american culture in the media

42
Q

The spiral of silence

A

if people feel that their opinion is in the minority, they remain silent and become part of a bigger ‘spiral of silence’

43
Q

Corporate communication deals with 3 aspects

A
  1. corporate identity
  2. corporate image
  3. corporate reputation
44
Q

Corporate communication plan

A
  1. Defining communication public groups
  2. Defining the current corporate identity
  3. Defining the current corporate image
  4. Defining the ideal corporate identity
  5. Defining the ideal corporate image
  6. Defining a corporate communication strategy
45
Q

Corporate identity mix 4

A
  1. personality: mission, objectives
  2. behaviour: products, services
  3. symbols: visuals
  4. Communication: advertisements, internal messages
46
Q

Bernstein’s spin web methodology

A

Research technique to find the company’s identity by organising a discussion session in which management and staff present their perceptions of the organisation.

47
Q

Brand policy Monolithic identity

A

Monolithic identity: company provides each product with an identical name and identity

48
Q

Brand policy Umbrella identity

A

company dominates the profile, parts of the company can promote own identity

49
Q

Brand policy endorsed identity

A

company externalises some actives and allow subsidies to operate under that name

50
Q

Brand policy Branded identity

A

company is hardly visible, but its brands are

51
Q

3 categories of issues/trends

A

current issues
emerging issues
social trends

52
Q

issue management

A
  1. issue identification
  2. issue analysis
  3. issue strategy determination
  4. issue action programme
53
Q

4 p’s

A

product, price, place, promotion

54
Q

4 c’s

A

consumer wants and needs, costs, convenience, communication

55
Q

Brand development

A

generation of ideas
concept developing
testing

56
Q

brand extension

A

the company’s name is used to develop more brands

57
Q

qualitative research measures:

A

subjective criteria

58
Q

quantitative research measures

A

objective criteria

59
Q

media use

A

what medium and what tone of voice to use

60
Q

involvement

A

measure the ay people feel about a product category

61
Q

active brand recognition

A

a customer can mention a brand when asked

62
Q

passive brand recognition

A

a customer can recognise a logo when shown

63
Q

consumer roles

A

initiator
influential
decision maker
buyer

64
Q

Internal communication

A

sending message from sender to receiver who are part of the same organisation

65
Q

types of internal information

A 
task information
management information
human resources information
motivational information 
project information
66
Q

Looping model

A

explaining
listening
giving feedback

67
Q

Parallel communication

A

communication trough additional media directed to all employees at the same time

68
Q

vertical communication

A

management speaks to middle management

69
Q

diagonal communication

A

middel management communicates with employees of another department

70
Q

formal communication

A

all forms of communication via a fixed communication structure

71
Q

informal communication

A

all forms of communication that do not go through fixed communication structure.

72
Q

wheel model

A

completely decentralised network where all members are equal

73
Q

circle model

A

fully centralised network where 1 member has the power

74
Q

chain model

A

moderately centralised network where few members are make decisions

75
Q

y network model

A

partly centralised netwerk where 1 member is central

76
Q

Media concentration

A

the degree to which the largest companies control production

77
Q

horizontal concentration

A

merger of 2 newspapers

78
Q

vertical concentration

A

merger of a tv broadcasting channel and a tv production channel

79
Q

cross media concentration

A

merger of a TV broadcasting channel and a newspaper

80
Q

Media plan 6x

A
  1. media objective
  2. preliminary media budget
  3. media strategy
  4. media tactics
  5. final media budget
  6. schedule of media placements
81
Q

passive press relations

A

organizations wait until the press approaches them

82
Q

active press relations

A

offering news and images proactively to the press

83
Q

internal pacing

A

reader can choose his own speed for receiving the message

84
Q

external pacing

A

media have their own speed

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