Corporate communication Flashcards
Corporate communication
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
Reputation quotient measures corporate reputations in 6 areas:
- Emotional appeal
- Products and services
- Workforce environment
- Financial performance
- Vision and leadership
- Social responsability
Marketing communication
focused on selling
(Goals of organisations) profit companies
communicate with shareholders, stakeholders, clients, suppliers
(Goals of organisations) non profit governmental organizations
communicate with inhabitants and stakeholders
(Goals of organisations) non-governmental organization
communicate with government, clients, suppliers and employees
(Goals of organisations) syndicates (unions)
communicate with members, government, companies and non-profit organizations
(Goals of organisations) pressure groups
communicate with members, volunteers, government, politicians
The aim of organisations in communication:
- organisational aim
continuity - Economical aim
profit or no profit - Social aim
people, planet, profit
Public groups
employees owners shareholders financial groups customers suppliers trade unions/employer's unions branch organisations / professional organisations competitors government community pressure groups education media
Globalisation
increasing internationalisation of the economy, social, cultural and political processes
2 conditions for successful global communication
- news is EFFICIENTLY distributed around the globe
2. news must be relatively QUICKLY DIFFUSE among the various populations
3 variables are responsible for differences in messages being spread among different countries
- Geographical distance from the location of the event
- the extent of trade relations between the countries
- the amount of existing communicative relations between countries
3 factors that influence eachoteher continually
- changes in the international economy
- changes in organisations
- changes in computer and communication technology
Disintermediation
less intermediaries
prosumption
gap between consumers and producers becomes smaller
Molecularazitons/regionalisation
mass media, production and monolithic governments are replaced by smaller scale, molecular media, production and governance
discordance
massive social contradictions are arising
global activism
internationally organised groups that fight globalism and other international developments
cross-cultural communication
communication with groups from other cultures
Shannon & Weaver’s communication transmission model
Sender Encoding Message Medium Decoding Receiver
Cognitive dissonance theory based on 2x
Cognitive: thinking/in mind
Dissonance: conflict/inconsistency
Broking window theory
strategy for preventing vandalism is to fix the problems when they are small in short time
Precaution adoption process model (PAPM)
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
Cialdini 7 principles Reciproaction
people want to repay people for what they do for us
Cialdini 7 principles Commitment and consistency
once people have made a choice, they are under internal and external pressure to behave consistently with that commitment
Cialdini 7 principles Social proof
We decide what is correct by noticing what others think is correct
Cialdini 7 principles Liking
people want to say yes to people they know and like, the more similar someone is to you, the more you like him/her
Cialdini 7 principles Authority
people are raised with respect for authority
Cialdini 7 principles Scarcity
hard-to-get things are perceived as better than easy going things
Giant hypodermic needle theory:
media is used to insert info in people’s minds
Two-step flow model:
Communication process in 2 steps:
1. The mass media sends messages to the public. Opinion-leaders get info about a certain subject
- Opion-leaders pass on info to other people (followers)
Selectivity, 5 steps can directly interfere with the reception and comprehension of the message
- Selective exposure
people make a choice to receive a message from a specific source - Selective attention
- Selective perception
People may interpret messages differently - Selective retention
Peopledecide to save or not save info in their long-term memory - Selective recall
5 Basic needs of individuals
- Cognitive needs
Need to be informed, mentally stimulated, understanding a subject - Psychological needs
Need to understand people and oneself - Integrative needs
People want to relate to their environment - Family needs
- Escape needs
Needs to avoid unpleasantness or release anger or frustrations
Media conglomerates
who owns the media
Oeffentlichkeit
knowledge that is public
McLuhan’s theory of communication
- The medium is the message
- Global village and ages of civilisation
- hot and cool media
Global village and ages of civilisation, 3 communication ages in history
- Preliterate or tribal age: visions and osund
- Gutenberg age: writing and reading
- Electric age and global village: electronic interactive media
Agenda-setting theory
- find out which issues are most important today
- Find out which issues people talk about
- Determine whether the media agenda influenced or caused the public agenda
Gate keeping theory of mass media
Actual facts Pr consultant (gatekeeper 1) Press agency (gatekeeper 2) Journalist (gatekeeper 3) NEWS IN THE MEDIA
Media imperialism
Criticism on the predominant ownership and therefore influence of american culture in the media
The spiral of silence
if people feel that their opinion is in the minority, they remain silent and become part of a bigger ‘spiral of silence’
Corporate communication deals with 3 aspects
- corporate identity
- corporate image
- corporate reputation
Corporate communication plan
- Defining communication public groups
- Defining the current corporate identity
- Defining the current corporate image
- Defining the ideal corporate identity
- Defining the ideal corporate image
- Defining a corporate communication strategy
Corporate identity mix 4
- personality: mission, objectives
- behaviour: products, services
- symbols: visuals
- Communication: advertisements, internal messages
Bernstein’s spin web methodology
Research technique to find the company’s identity by organising a discussion session in which management and staff present their perceptions of the organisation.
Brand policy Monolithic identity
Monolithic identity: company provides each product with an identical name and identity
Brand policy Umbrella identity
company dominates the profile, parts of the company can promote own identity
Brand policy endorsed identity
company externalises some actives and allow subsidies to operate under that name
Brand policy Branded identity
company is hardly visible, but its brands are
3 categories of issues/trends
current issues
emerging issues
social trends
issue management
- issue identification
- issue analysis
- issue strategy determination
- issue action programme
4 p’s
product, price, place, promotion
4 c’s
consumer wants and needs, costs, convenience, communication
Brand development
generation of ideas
concept developing
testing
brand extension
the company’s name is used to develop more brands
qualitative research measures:
subjective criteria
quantitative research measures
objective criteria
media use
what medium and what tone of voice to use
involvement
measure the ay people feel about a product category
active brand recognition
a customer can mention a brand when asked
passive brand recognition
a customer can recognise a logo when shown
consumer roles
initiator
influential
decision maker
buyer
Internal communication
sending message from sender to receiver who are part of the same organisation
types of internal information
task information management information human resources information motivational information project information
Looping model
explaining
listening
giving feedback
Parallel communication
communication trough additional media directed to all employees at the same time
vertical communication
management speaks to middle management
diagonal communication
middel management communicates with employees of another department
formal communication
all forms of communication via a fixed communication structure
informal communication
all forms of communication that do not go through fixed communication structure.
wheel model
completely decentralised network where all members are equal
circle model
fully centralised network where 1 member has the power
chain model
moderately centralised network where few members are make decisions
y network model
partly centralised netwerk where 1 member is central
Media concentration
the degree to which the largest companies control production
horizontal concentration
merger of 2 newspapers
vertical concentration
merger of a tv broadcasting channel and a tv production channel
cross media concentration
merger of a TV broadcasting channel and a newspaper
Media plan 6x
- media objective
- preliminary media budget
- media strategy
- media tactics
- final media budget
- schedule of media placements
passive press relations
organizations wait until the press approaches them
active press relations
offering news and images proactively to the press
internal pacing
reader can choose his own speed for receiving the message
external pacing
media have their own speed
