Exam prep 1 Flashcards
What is corporate communication?
A management function that offers framework for an effective coordination for both internal & external communication in order to establish & maintain favorable reputation with stakeholder groups
The differences between shareholders & stakeholders
Shareholders: Own part of a company through shares of stock, play a big role in company’s survival, have an interest in company’s financial performance & return of investment
Stakeholders: Don’t own a company, have an interest in company’s performance for reasons other than financial matters,
what communication practitioners do?
Building, maintaining, and protecting company’s reputation
History of corporate communication?
<1970: public relations (communicating with the press)
> 1970: corporate communication (focuses on the organisations as a whole)
3 ways to understand Corporate Communication?
Holistic, Strategic, Integrated
What is holistic in corporate communication?
- We speak behalf of the company
2. Looking into a WHOLE company instead of a certain discipline separately
What is strategic in corporate communication?
corporate communication close & linked to board of directors
What is integrated in corporate communication?
Corporate communication integrates to different functions & disciplines of communication
What are 3 drivers for integrated communication?
Market & environmental, Organisational, Communication drivers
Define which driver relates to these conditions!
a. Greater amounts of message clutter
b. Increased message effectiveness through consistency or reinforcement of core messages
c. Complementarity of media and media cost inflation
d. Media multiplication requires control of communication channels
Communication drivers
Define which driver relates to these conditions!
a. Improves efficiency
b. Increased accountability
c. Provision of strategic direction and purpose through consolidation
d. Commonalities and overlap between communication disciplines
Organisational drivers
Define which driver relates to these conditions!
a. Stakeholder roles overlap
b. Internal communication is inseparable from external communication
c. Demands for greater transparency
Market & environmental drivers
What is corporate identity?
The profile & values communicated by an organisation
How to express corporate identity?
- Internal culture & values
- Visual elements
- Brand style/design
Why we establish corporate identity?
- To make the organisation recognized & memorable
- To create brand consistency
- To shape people’s sentiments about the corporate & its products/services
What are 4 elements of Corporate Identity based on Birkigt & Stadler?
Corporate Personality, Behaviour, Communication, Design
What is Corporate Image?
How a company is perceived by the market
What can express corporate image?
Company’s reputation, goodwill, rumors
How an organisation present itself to the people called?
Corporate Identity
There’s an input possibility for communication policy if?
There is a gap between identity & image
a. What happen if Image>Identity?
b. What could we do?
a. Over-promising.
A chance of failure
b. Increase the identity or communicate realistic image
a. What happen if Image
a. Under-promising.
Missing an opportunity in the market
b. Improve the image
What is vision?
A desired future state
- The point of the horizon
- Place where we want to go
What is mission?
Overriding purpose in line with values and expectation of the stakeholders
Who have an important role to establish Corporate Reputation?
Leaders or CEO
What is Corporate Reputation
A perceptual representative of a company’s past action and future prospects to all key stakeholders compared to other competitors
Mention 3 differences between Image & Reputation!
Image: built, quick, short-term
Reputation: earned, takes time, long-term
a. What is Vision-Culture Gap?
b. When could it happen?
a. A gap between management and employees
b. When the vision is too ambitious
a. What is Culture-Image Gap?
b. When could it happen?
a. A gap between employees and stakeholders
b. When employees don’t practice what they’ve promised
a. What is Vision-Image Gap?
b. When could it happen?
a. A gap between management and stakeholders
b. When organisation doesn’t sufficiently listen to what their stakeholders want/expect
2 ways to establish corporate reputation?
- Evolve over time
2. Strategic approach (choose what kind of reputation that would like to work towards developing it)
Choose 4 of the correct answers!
A strategic approach requires?
a. Monitoring
b. Sustainable leadership
c. Consistency
d. A strong brand image
e. An in-depth understanding of the organisation
f. Careful coordination & alignment of corporate behaviour, communication, and design
b,c,e,f
What are 5 things that can be done in managing corporate reputation?
- Monitoring
- Dialogue
- Issues Management
- Hire PR agency
- Crisis communication
Communication managers need to know what values the company is known/respected for. What are 2 ways to measure corporate reputation?
- RepTrak Pulse Reputation Institute
2. FORTUNE’S most admired corporations
What are 7 key dimentions in RepTrak model?
- Products/Services
- Innovation
- Workplace
- Governance
- Citizenship
- Leadership
- Financial Performance
What is stakeholder?
Stakeholder is any group/individual who can affect or be affected by an organisation
What are 4 classifications of stakeholder? Explain it!
- Primary Stakeholders:
- Have a direct impact on company’s performance
- Have financial interest
- Necessary for company’s survival - Secondary Stakeholders:
- Don’t have a direct impact but influential for performance
- Non-financial interest - Contractual
- Have legal relationship for the exchange of goods/services
- Tied to contract
4 Community
- Relationship seen in terms of impact
Government, Media, NGO are classified in which stakeholder group?
Secondary Stakeholder
Shareholders, Employees, Customers, Suppliers are categorized in which stakeholder group?
Primary stakeholder
Distributors, Influencers, Lenders are in which stakeholder groups?
Contractual Stakeholder
Those who have financial OR moral interest in an organisation called internal or external stakeholder?
External
Make power-interest Matrix of Amazon!
High power - High Interest:
- Manage closely
- Key players (Shareholders, Directors, Employees)
High power-Low interest:
- Make them satisfied (Customer, Suppliers)
Low power-High Interest:
- Could be helpful
- Government, NGO, Media
Low power-low interest:
- No need big effort to manage
- Competitors, Community
What is salience model?
A stakeholder analysis method to know how prominent a stakeholder is based on 3 attributes
Make the salience model of Amazon!
What are 3 attributes of salience model?
Power, Urgency, Legitimacy
What are 7 elements in salience model? Explain each of them!
- Dormant: Power
- Discretionary: Legitimacy
- Demanding: Urgency
- Dominant: Power + Legitimacy
- Dangerous: Power + Urgency
- Dependent: Urgency + Legitimacy
- Definitive: Power + Urgency + Legitimacy
What are the 3 strategies of Organisation-Stakeholders Communication?
Informational Strategy, Persuasive Strategy, Dialogue Strategy
Which communication of organization-stakeholder is one way symmetrical?
Informative strategy
Which communication of organization-stakeholder is two way symmetrical?
Dialogue strategy
Which communication of organization-stakeholder is two way Asymmetrical?
Persuasive strategy
Debate and Promote mutual understanding are examples of which communication strategy of organization-stakeholder?
Dialogue strategy
Ads, Campaigns, Meetings are examples of which communication strategy of organization-stakeholder?
Persuasive Strategy
Newsletters, Reports, Free Publicities are examples of which communication strategy of organization-stakeholder?
Informative strategy
Mention 3 aspects of Stakeholder Management!
- Identify stakeholders
- Analyze their influence
- Manage their expectations
What is CSR?
The responsibility of organizations for their impacts on society
Choose 3 main reasons why we do CSR!
a. To be responsible in the name of company
b. Creating goodwill
c. To create corporate identity
d. An important aspect of an organization’s reputation
e. Involving & motivating employees
B, D, E
What is sustainability?
Sustainability is an integrated business strategy for long-term growth focusing on society & environment
What does the triple bottom line mean?
Profit (economy), People (social), Planet (environment)
What do companies will get if they receive good feedback overtime in their business strategy or activity?
- Makes the company more competitive & profitable
- Attract & maintain customers & employees
- Creates a good reputation & stakeholder relations
Tell me 4 key differences between CSR and Sustainability!
- CSR:
- A short-term plan
- Add-on
- Target to investors, media, politicians
- Doing good by giving back - Sustainability:
- A long-term plan
- Integrated to core business processes
- Target to all stakeholders
- Solving the world’s problem through business contribution
What is an issue?
Issue is a public concern about company’s decision and operations that may/may not involve public
Which of these statements are correct about issue?
a. Issue always involves public
b. Caused by expectation gaps from stakeholders
c. Becomes public through mass media
d. A point of conflict between organization & employees
e. A point of conflict between organization & stakeholders
b, c, e
What is issue management?
Issue management is an effort to prevent latent & active issues to become a crisis
Mention 5 cycle stages of issues!
Potential, Emerging, Current, Crisis, Dormant
Which cycle of issue is it when there is a period of increasing awareness and early issue identification & management?
Emerging
Which cycles have an opportunity to influence?
Potential & Emerging
Which stages are difficult to influence?
Current and Crisis
What does dormant mean in issue lifecycle?
It means the issue is asleep, no people are talking about that. But keep it on your radar to check
What are steps to develop communication in issues management?
- Environmental Scanning
- Issues identification & analysis
- Issue-specific response strategy
- Evaluation
What is environmental scanning? and how can we do that?
Environmental Scanning is a step in which we are looking to find the potential issues
We do that by doing DESTEP & SWOT analysis
What is DESTEP stands for?
Demographic, Economic, Social, Technological, Environmental, Political.
What does issue identification & analysis mean? How could we do that?
Issues identification & analysis is a step in which we find a potential effect on the organisation.
We do that by categorizing & mapping stakeholders involved
What is issue-specific response strategy? And what is evaluation means?
Issue-specific response strategy is a step in which we develop a plan to work & solve the issue based on intensity, importance, values & beliefs, costs
Evaluation means a stage in which we answer did the strategy work? and is the issue already dormant?
What is brand?
Brand is a name, term, symbol, design or combination of these elements that intended to identify goods/services that differentiate them from their competitors
What can we brand?
- Places, cities, countries
- Products/services
- People
- Corporations, Cow
What is branding?
Branding is an action for selecting and blending tangible & intangible attributes to differentiate products or corporations
Can you remember the corporate communication wheel? There’s 7 layers of it :)
- The corporation
- Corporate Brand
- Business Partnership & Alliances
- The industry, country of origin
- Media of communication
- The stakeholders
- Environment
What are the influencers of corporate brand?
Heritage, Vision, and Assets
Do you remember the connection arrow between … and … in corporate brand? What is it?
Vision -> Culture
Meaning: The way employees behave (culture) moves & helps company to go foward to their vision
What are the characteristics of Corporate Brand? Explain each of them!
- Holistic: Corporate brand involves the whole organization
- Bona Fide: Authentic/Not designed like many products
- Strategic: Shapes the direction of the organization
- Relational: Connects/communicate with stakeholders
What are the differences between corporate and product brands? (Managed by, Responsibility, Discipline, Communication, Focus)
- Corporate:
- Managed by CEO
- Responsibility: All personnel
- Discipline: Multi/strategic
- Communication: Corporate Comm
- Focus: Internal & External Stakeholders - Product Brands:
- Managed by middle management
- Responsibility: Middle Management
- Discipline: Functional
- Communication: Marketing Comm
- Focus: Customer
Select 4 of these statements that are correct for marketing communication!
a. Multiple stakeholders
b. Positions a product/service
c. More room for creativity
d. Needs to be consistent with corporate identity
e. Controlled communication types & channels
f. Focus on customer
B, C, E, F
Mention Olins Principle Types of Branding Relationships and EXPLAIN each of them!
- Monolithic: Only 1 Brand
- Endorsed: Corporate brand endorses consumer brands
- Branded: consumer brands are independent (don’t need endorsement from corporate brand)
Shell is an example of which type of branding?
Monolithic
What is Umbrella in principle types of branding relationship?
Umbrella is the type between Monolithic & Endorsed
Virgin is an example of which type of branding?
Umbrella
What is the example of endorsed type in Olins principle?
Unilever (Corporate brand) endorses Dove, Olla, Peanut & Butter, Axe (Consumer Brands)
Kraft is the example of which Olins principle?
Between Endorsed & Branded
What is the example of branded type in Olins principle?
LVMH (corporate brand) doesn’t endorse Luis Vuitton, Christian Dior, Jacobs (Consumer brands)
What is a dual role brand? mention the example!
A dual role brand is when the name of corporate brand is also the name of their consumer brand
Example: Coca-cola
What is the core of corporate branding?
Alignment between vision, culture, and image
What is:
a. corporate objective
b. Strategies
Corporate objective is statement of overall aims in line with overall purpose
Strategies are the ways or means in which the coporate objectives are put into effect/implemented
What is stakeholder engagement today?
Advocacy, Transperency, Interactivity, Authenticity
What is the development of integrated communication? (PR - MARKETING)
PR - Marketing PR )( Marketing Marketing (PR) PR (Marketing) Marketing=PR
What are the strategic advantages from corporate image?
- Distinctiveness
- Impact
- Stakeholders
What distinctiveness means in strategic advantages of corporate image?
- Help stakholders find & recognize the organization
2. Raise motivation & create “WE” feelings among employees
support for the organization, buying their products, not opposing decisions are the example of which strategic advantage in corporate image?
Impact
individuals may have more than one stakeholder role; a consistent image avoids potential pitfalls that may occur when conflicting images or messages are sent out is effects from which strategic advantage of corporate image?
Stakeholders
The tangible manifestation of a corporate personality is?
Corporate Identity = projects & reflects the reality of corporate personality
What are the 5 planning cycle of research? Explain!
- Audit: Analyse data to identify issues
- Objectives: Setting target from the audit
- Planning & Execution
- Measurement & Evaluation
- Results
What are the research methods that communication practitioners can use for campaign evaluation?
- Interviews
- Focus Group
- Survey
- Panel Study
Which of these statements are true regarding quantitative research?
a. Less rich & less insightful
b. Hard to administer & process
c. Allows structured measurement across large sections of stakeholders
d. provide intangible indication
A and C
Oral interview; each respondent is asked to reflect upon beliefs about the organisation to discover means-ends relationships (why they assign certain reputation to the org) considered as …. in corporate reputation research methods
Laddering
Oral interview; each respondent picks out 3 statements that describe the org and comparing it to other org considered as …. in corporate reputation research methods
Repertory Grid
What is Neo-Classical Theory in Stakeholder Management?
The purpose of the organisation was only to make profit
What is Socio-Economic Theory in Stakeholder Management?
Purpose of the organisation is to make profit along with contributing to the welfare of society
There are 3 types of stakes based on Edward Freeman. Explain each of them!
- Equity Stakes: direct ownership with the org (shareholders, directors, owners)
- Economic or Market Stakes: have economic interest but not an onwnership interest (employees, customers, suppliers, competitors)
- Influencer Stakes: neither ownership nor economic interest, but interest as consumer advocates (environmental groups, trade organisations, government agencies)
What is Agenda-Setting Theory?
A frequency in which media on a public or political issue determines that issue’s salience in the mind of general public, who will use the input from the media to decide which issue is important.
Agenda-setting theory distinguishes two levels of agenda setting. What are they? EXPLAIN! :)
- The first level of Agenda-Setting: relates to the objects of the news coverage, deals with their salience
- The second level of Agenda-Setting: links to the concept of framing by suggesting that media can influence how people think about a topic = MEDIA FAVORABILITY
The issue expert, Healey, provides a useful framework of the ‘life-cycle’ of an issue which consists of 4 stages. What are they? EXPLAIN :)
- Emergence: Detect issues when they first emerge
- Debate: Engage publicly on the issue to influence opinions
- Codification: The issue defined in the public
- Enforcement: The issue enforced through movement (Government legislation, public action/boycotts)
Engage publicly on the issue to influence opinions is In which life-cycle stage issue?
Dialogue
The issue enforced through movement (Government legislation, public action/boycotts) is in which life-cycle stage issue?
Enforcement
What are the Issue-Specific Response Strategies? EXPLAIN shortly
- Buffering: Denying
- Bridging: Recognize & Adapt Operations
- Advocacy: Change Public Expectations
There are 4 Crisis Type Matrix, Explain each of them!
- Faux Pass: unintentional action that transformed into a crisis by an external factor
- Accidents: unintentional & happen during org’s operations
- Transgressions: intentional acts taken by an org that knowingly place stakeholders at risk
- Terrorism: intentional acts taken by external agents
Product defects, employee injuries, natural disasters are all examples of which crisis type?
Accidents
selling defective/dangerous products, withholding safety info from authorities, violating laws are all examples of which crisis type?
Transgressions
Faux pas come from French, which means?
False step
Immediate set of associations of an individual in response to one or more signals or messages from or about a particular organisation at a single point in time are called?
Corporate image
an individual’s collective representation of past images of an organization (induced through either communication or past experiences) established over time is known as?
corporate reputation
Individual’s knowledge that they belong to certain groups together with the emotional and value significance of that group membership is called?
Social Identity Construct
Organizational Identity Construct is?
a. The distinctive public image that an organization communicates that influences stakeholders image and reputation of organization
b. embraces the subject at its most profound level (soul, persona, spirit of the organisation), tangible manifestation of personality is the identity
c. individual’s knowledge that they belong to certain groups together with the emotional and value significance of that group membership
d. The shared meaning that an organization is understood to have that arises from its members awareness that they belong to it
D
Organizations with the strongest reputations are on average characterized by? (5 Aspects)
- Visibility
- Transparency
- Distinctiveness
- Authenticity
- Consistency
What does points-of-parity mean?
Features and association not necessarily unique to the brand but may be shared by other competing brands, but whose absence can still be a reason to discount the brand
Feature or association that consumer and stakeholders find relevant and believe they cannot find in competing brands called?
Points of difference
In framing news stories, the relationship between communication practitioners & journalists are? Explain!
Adversarial: Both have their own interest
Interdependent: They need each other role
Spotting stories or angles that can turn corporate news into media news is called?
Frame Alignment
The continuing commitment by business to contribute to economic development while improving the quality of life, the workforce, and their families as well as of the community and society as large is known as?
CSR
Declaring and framing themselves as promoting environmentally friendly policies whereas in reality, actual implementation is out of step is called?
Greenwashing
There are 5 strategies of CSR practices. What are they?
Defensive, Chairtable, Promotional, Strategic, Transformative CSR
Largely rhetorical or symbolic use of CSR through public relations programs and campaigns to bolster the organizations brand or reputation is considered as which CSR Strategy?
Promotional CSR
More tactical and local approaches to CSR and involves the organization identifying the social and environmental issues that connect its strategy and core business operations is considered as which CSR strategy?
Strategic CSR
Focusing their activities on the roots causes of environmental causes of environmental sustainability and social responsibility and trying to invent business models and revolutionary product and services that allow them to address these foundations in society considered as which CSR Strategy?
Transformative CSR
As the pressure goes up, what are the 4 stages of issues?
Latent, Active, Intense, Crisis
An event or issue that requires decisive and immediate action from the organization; may involve accidents or natural disasters, but may also stem from actions and failures within the org is called?
Crisis
Unintentional action which is transformed into a crisis by an external actor is known as?
Faux pass
