Week 9 Flashcards
Corporate Communication can include:
Investor relations Employee communication Media, public and government relations Corporate advertising and philanthropy Crisis management
What are the predominant aspects of communication as as organization?
- Identity: conduct on multiple levels + history + evolution + quality of vision
- Reputation
- Corporate brand can be a key building block for a company’s reputation
3.Corporate Brand
-Iconic brands connect to social context
- Plainly related to identity and history
- Endorsed brand: when a firms product brands (Nestle) connect to consumers more
then corporate brand (Coca Cola)
- Monolithic brand: when corporate brand resonates more then product brands
- Corporate brand extends promise that company will fulfill
4.Crisis management
Factors that affect the predominant aspects of communication as as organization?
predominant aspects: Identity Reputation Corporate Brand Crisis management
Factors that affect?
-Technology and social media
- Corporate social responsibility- growing trends with millennials
- Trust and authenticity – Warren Buffet called this most valuable asset to a
company
4 business-related communication disciplines
- Marketing: developing and implementing persuasive communication with customers
- Organizational Communication: creating + exchanging messages within network of interdependent relationships
- Public Relations: communicate with public to persuade, manage relationship and position company
- Corporate Communications: strategic communication to build and maintain image and reputation with internal/external stakeholders
4 areas of marketing communication
- Institutional Communication: deals with all stakeholders
- Marketing Communication: deals with customers
- Management Communication: deals with those involved with value chain
- Financial Communication: deals with investors
6 clusters of organizational communication
ORGANIZATIONAL COMMUNICATION
- Process of creating and exchanging messages within a network of interdependent relationships to cope with environmental uncertainty
- Conduit: organizations as containers/channels, communication is a tool for info
transmission - Lens: organization as eye seeking and relaying info, communication as a filtering,
reception/perception process - Linkage: organization as coordinated actions that make rules, structures,
environments, communication is social interaction and sense making - Symbol: organization is a text and communication is interpretation
- Voice: organization is chorus, communication is distortion and expression of
individual members - Discourse: organization as texts and patterns of interaction, communication is
conversation that adds action and meaning
Human communication can be broken down into four perspectives
- Mechanistic: transmission of messages across space through a channel
- Psychological: how characteristics of individual (cognition, attitudes and conceptual filters) effect communication process
- Interpretive-symbolic process: states organizational communication consists of coordinated behaviors that build socially constructed reality
- System interaction: sequences of patterned behavior
The communication aspect of an organization relies on four dimensions of interaction processes:
membership negotiation, self-structuring, activity coordination and institutional positioning.
PUBLIC RELATIONS meanings
- Communicate to public in order to persuade them
- Public relations as relationship management
- Means of position organization
Divided into: media relations, internal communications, community relations, issues management, crisis management, public affairs, financial relations and sponsorship
What is corporate communications?
- Utilization of all aspects of organizational identity (communications, symbols, behaviors) to create an attractive and realistic reputation
3 areas of corporate communications
- Management communication: planning, organizing, supervising
- Organizational Communication: PR, CSR communications, Investor relations
- Marketing Communication: promotion, sales etc.
3 Key Overlaps of Disciplines
Indivisible Phenomenon: communication crosses all sectors in varying degrees Relational Perspective: all disciplines studied adopt relationships Communication as an intangible resource
Marketing – relationships generate loyalty
Organizational – underlines knowledge creation
PR and Corporate Communications – reputation as a resource
Freeman’s Stakeholder analysis
Primary: Financiers, customers, communities, suppliers, employees
Secondary: Media, Government, Competitors, Special Interest Groups, consumer advocacy groups
Relationship between identity and reputation
Brand is customer centric – focusing on product/service that company delivers to consumers and what that commitment means to them
Reputation is company centric – credibility and respect that company has amongst employees, investors, regulators etc.
Strategic Internal Communication
- Communication Function (example: employee relations)
- Objective
- Stakeholders
- Channel
