Corporate Communication Exam 1
Define "mission"
Overriding purpose in line with the values or expectations of stakeholders
ORGANIZATION drivers
-improved efficiency -increased accountability -provision of strategic direction and purpose through consolidation -organizational positioning
COMMUNICATION based drivers
-increased message effectiveness through consistency and reinforcement of core messages -complementarity of media and media cost inflation -media multiplication requires controls of communication channels
Gues Spaaker Kathryn Campbell and Megan Carver from Brady Corp.
-innovation is key -take risk-
Vertical structure multinational CCOM responsibilities
-seperate from martketing -sets the themed messages for all corporate communications functions in differetn regions
Stakeholder communication Strategies
...
Where should a CCOM major be housed?
A business school would be best because it deals with the functions of a corporation. (they call this the academy--the part of the university)
Define "market"
A defined group for whom a product is a or may be in demand (and for whom an organization creates and maintains products and service offerings)
Define "issue"
An unsettled matter (which is ready for a decision) or a point of conflict between an organization and one or more publics
Define "corporate reputation"
An individual's collective representation of past images of an organization (induced through either communication or past expereinces) established over time
Define "stakeholder"
Any group or individual who can affect or is affected by the achievement of the organization's objectives
QUIZ QUESTION:A method of researching organization identity that consists of a group of senior managers coming together and sharing their views on the organization's key characteristics in a mangement session
Cobweb method (brainstorming with just managers)
QUIZ QUESTION: According to Gray and Balmer ________ is the immediate mental picture the audience has of an organization
Corporate Image
Define "vision"
Desired future state: the aspiration of the organization
To survey coporate reputation there are three methods
Fortunes "most advanced" corporations RepTrak Pulse Friancial Times-worlds most respected companies *Large surveys leads to rankings.
QUIZ QUESTION: The argument that the discipline of coporate communications should be housed in the school of business is ______________ (Argenti)
Historical and Political
Corporate image is _________
Immediate mental picture an audience has of an organization (Gray and Balmer, 1998)
Communication with stakeholder models: Equal participation and marketing model
Implementers who have the time and resources will seek equal partiicipation among all stakeholders to resolve an issue
How does the curricula align with these perspectives of corporate communication Journalisim arts and literature econ/business social sciences
Journalisim- publicize the unknown arts and literature- production of a story, message and rhetoric econ/business-managment, planning, organization social sciences- social and psychological processes (mass comm theory)
QUIZ QUESTION: Advertising falls under which corporate activity?
Marketing Communications
What are the needs driving PR and Marketing
Marketing- A need for product publicity and support for products PR-A need for getting the info to the public and gov
QUIZ QUESTION: __________ is shaped through the alignment of strategic vision, org culture and stakeholder images
Organizational identity
What are the 3 key characteristics of stakeholders
POWER LEGITAMCY URGENCY
Define "public"
People shoe mobilize themselves against (or sometimes in support of) the organization on the basis of some common issues or concern to them
What are the multiple levels of stakeholders
Persons groups neighborhoods organizations societies
Define "definition"
Precise statement of aims or purpose
Organizational idenity is formed when these three parts work together
Strategic Vision (manager) Organizational Culture (employees) image (Stakeholder)
Define "communication
The TACTICS and MEDIA that are used to communicate with internal and external groups
Definee "integration"
The act of coordinating all communication so that the corporate identity is effectively and consistently commmunciated to internal and external groups
Define "Corporate image"
The immediate set of associations of an individual in response to one or more signals or messages from or about a particular organization at a single point in time
Define "Corporate Identity"
The profile and values communicated by an organization
Define "Strategies"
The way or means in which the corporate objectives are to be achieved and put into effect
Vertical vs. Horizontal structures (what are they)
Vertical-the way in which tasks and activities are divided or arranged in a dept. (hierarchy in an org.) Horizontal- structures laid over the vertical that integrate functionality and separate tasks
Tooks needed for aligning idenity and image (3 things)
Vision Culture images
What are the key questions in identity consturction and maintenance
WHO ARE WE WHAT IS THEIR IMAGE OF US
What is definition of CORPORATE COMMUNICATION (3 part definition)
a department an area of practice an overarching framework for managing communication
Endoresed
business have their own productus and identities but are "endorsed" by a parent company. EX: General Motors
Communication with stakeholder models: Need to Know Model
change sparks controversy...requires little commitmment from stakeholders-target spefific stakeholders who are related to the issue
What are three components of coprorate identity model that make up the corportate personality
communication-all planned communication behavior- all behavior of employees that leave an impression symbolism-logos
Monolithic identity
corporate brand or structure brandined with same company name (think mono-one) SONY: Ads...logo...behavior
When marketing and PR are integrated together it is called
corporate communications
What are the four MAJOR stakeholder categories
definitive stakeholders (Legit claim & sufficient power) dominant stakeholders (Legit claim & power NO urgency) dangerous stakeholders (urgent claim & power, NO legitamcy) dependent stakeholders (urgent claim & legit, NO power)
What are the three MINOR stakeholder categories
demanding-(urgent claim-no legitamcy, no power) discretionary (legitmacy- no organization, no power) dormant (power- no legitamcy-no urgency)
Where did CCOM evolve from
evolved out of Public Relations and journalisim; they were not equipped to handle the day-to-day flow of communication
There are nine functions of corporate communication within the discipline
image and identity corporate advertising media relations financial communications employee relations community relations corporate philathropy governement relations crisis communication
Communication with stakeholder models: Quid pro Quo
implementers focus on stakeholders that have the most power and would be the most beneficiial to the corporation by having their support
Communication with stakeholder models: Equal dissemination
implementers have freqent and abundant opportunities for communication with stakholders and do not have an urget need or issue communication to ALL stakeholders is possible and encouraged
Coporate communication is most closely linked to what discimpline
managment or organizational behavior (business)
Similarities between CCOM definitions
mututally beneficial relationships
Branded identity
refers to structures where products and services are brought to market with their own brand name and value PROCTOR & GAMBLE- Many different products have their own ads ex Crest toothpaste
3 types of MARKET based drivers
stakeholder roles audience fragmentation greater amounts of message clutter
Characteristics of organizations with strongest reputation
visibility distinctiveness authenticity transparency consistency