Week 1

Question 1

Organization

Answer 1

A group of people work together in an organized way for a shared purpose

Question 2

Challenges organization

Answer 2

• Leadership & communication
• Positioning & strategy
• Culture & diversity
• Customers
• HRM
• Benchmarking
• Sustainability
• Innovation & entrepreneurship

Question 3

Why communication strategy?

Answer 3

1. Stakeholders requested for transparency
2. Protection against abuse

Question 4

The Boardroom give info that…

Answer 4

1. is legally required
2. improves reputation

Question 5

The Boardroom do not give that…

Answer 5

1. sensitive stuff (nuclear codes, recipes, etc.)

Question 6

A communication strategy has effect on…

Answer 6

1. Awareness (recognition)
2. Attitude (interest, desire, engagement, reputation, image, trust, legitimacy)
3. Action (positive, neutral, negative)

Question 7

Theoretical framework Coebergh (2011)

Answer 7

Stakeholder theory & Agency theory–> Outcomes î Voluntary disclosure of corporate strategy î Determents

Question 8

Outcomes theoretical framework Coebergh (2011)

Answer 8

1. economic performance
2. adverse selection

Question 9

Determinants theoretical framework Coebergh (2011)

Answer 9

1. size
2. industry
3. leverage
4. profit
5. ownership
6. listing
7. capitalization
8. age

Question 10

How to communicate strategy?

Answer 10

1. strategy management: strategy with sources and messages
2. communication management: communication with channels and receivers

Question 11

Strategic management

Answer 11

From challenges organization
1. vision
2. mission/purpose
3. strategy
4. implementation
To Media

Question 12

Communication management

Answer 12

From media
1. paid
2. earned
3. social
4. owned
To Stakeholders

Question 13

Reputation Jonkman (2019)

Answer 13

= Likeability
Measured by asking people what they think of a company on a scale from 0 to 10
Related lookalike = trust

Question 14

Advantages reputation

Answer 14

1. magnet for talent
2. magnet for credit
3. buffer in crisis

Question 15

Disadvantages reputation

Answer 15

1. subjective
2. hard to get
3. easily lost

Question 16

Reputation management

Answer 16

1. culture history –>
2. corporate strategy –>
3. CI mix –>
4. corporate reputation <–>
5. Organizational performance
   î Environment î

Question 17

CI mix reputation management

Answer 17

1. Behavior
2. Communications
3. Symbolism

Question 18

Organizational performance reputation management

Answer 18

1. financial performance
2. sales
3. environment
4. HRM

Question 19

Influencers of stakeholders

Answer 19

1. Advertising
2. Corporate/marketing communication
3. Corporate media
4. Design
5. Events
6. Investor relations
7. Journalism
8. Public affairs
9. Public relations

Question 20

What is communication?

Answer 20

Source
Message
Channel
Receiver

Question 21

Source

Answer 21

1. communication skills
2. attitudes
3. knowledge
4. social system
5. culture

Question 22

Message

Answer 22

1. elements
2. structure
3. content
4. treatment
5. code

Question 23

Channel

Answer 23

1. seeing
2. hearing
3. touching
4. smelling
5. tasting

Question 24

Receiver

Answer 24

1. communication skills
2. attitudes
3. knowledge
4. social system
5. culture