Corporate Communication Chapter 1

Mission

A company's overriding purpose in line with the values or expectations of stakeholders

Market

A defined group for whom a product is or may be in demand

Stakeholder engagement

Involving stakeholders in communication listening to them and allowing them to have a say in corporate decision-making process

Corporate Identity

The Profile and Values communicated by an organization and the character it seeks to establish for itself in the mind of its stakeholders

Integration

The act of coordination all communications so that the corporate identity is effectively/consistently communicated to external groups

Corporate Communication

The function and process of managing communications between an organization and important stakeholder groups in its environment

Corporate reputation

The general evaluation of an organization in terms of the stakeholders, leading to likability and preference

Vision

The long-term aims and aspirations of the company for itself

Authenticity

The quality or condition of communication through being authentic/trustworthy or genuine

Transparency

The state where the image+reputation of an organization held by stakeholder groups is similar to the actual and/or projected identity of an organization

Corporate Image

The way a company is perceived, based on the messages at points in time.

Advocacy

attempting to change stakeholder expectations and public opinions on an issue through issue campaigns and lobbying