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Corporate Communication exam
Spring 2022 Pre-master CIS
This summary includes all of the lectures and included a
summary of the book ‘Corporate Communication a guide to
theory & practice’ by Joep Cornelissen
Index:
Chapter 1+2 Page 2
Chapter 3 Page 6
Chapter 4 Page 12
Chapter 5 Page 23
Chapter 6 Page 50
Chapter 7 Page 45
Chapter 8 Page 9
Chapter 9 Page 35
Chapter 10 Page 30
Chapter 11 Page 40
Chapter 12 Page 57
Chapter 13 Page 20
Note: The chapters are ordered the same as the lectures
Written by: Celine Moederscheim, updated: 08-06-2022
, 2
Chapter 1+2: Defining Corporate Communication
Corporate communication = Management function that offers a framework for the
effective coordination of all internal and external communication with the overall
purpose of establishing and maintaining favorable reputations with stakeholder
groups upon which the organization is dependent
Corporate communication changes over time
Until 1970s à corporate communication is called ‘Public Relations’
After 1970s CC got a new function and focusses on
à The whole organization
àHow organizations present itself to stakeholders internal and external
21st Century Corporate Communications
, 3
Types of activity
• Managerial
-Planning
-Coordinating
-Counselling CEOs and senior managers
• Tactical
-Producing messages
-Disseminating messages
Complexity
Factors that make CC more complex:
-Wide geographical range (multinationals)
-Wide range of services and products
-Corporate headquarters and various divisions and business units
-Consensus within the organization often hard to establish
Key concepts:
• Mission:
Concept: overriding purpose in line with the values and expectations of stakeholders
Example: ‘’British Airways is aiming to set new industry standards in customer
service and innovation, deliver the best financial performance and evolve from being
an airline to a world travel business with the flexibility to stretch its brand into new
business areas’’
• Vision:
Concept: Desired future state: the aspiration of the organization
Example: ‘’To become the undisputed leader in world travel by ensuring that BA the
customer’s first choice through the delivery of an unbeatable travel experience’’
• Corporate objectives
Concept: Statement of overall aims in line with the overall purpose
Example: ‘’To be a good neighbor, concerned for the community and the
environment’’
• Corporate identity
Concept: The profile and values communicated by an organization
• Corporate image:
Concept: 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
, 4
• Corporate reputation:
Concept: An individual’s collective representation of past images of an organization
(induced through either communication or past experiences) established over time
• Stakeholders:
Concept: Any group or individual who can affect or is affected by the achievement of
the organization’s objectives
• Market:
Concept: a defined group for whom a product is or may be in demand (and for whom
an organization creates and maintains products and services)
• Communication:
Concept: The tactics and media that are used to communicate with internal and
external groups
• Integration:
Concept: the act of coordinating all communication so that the corporate identity is
effectively and consistently communicated to internal and external groups
Questions arising from the positioning view
-Can stakeholders be managed or even controlled?
-Are models of reputation management all that matter?
-Do corporate messages always have to be directed toward reputational change?
-Are linear models of communication always best?
-Are stakeholders always passive agents or speakers-in-waiting?
Corporate Communication exam
Spring 2022 Pre-master CIS
This summary includes all of the lectures and included a
summary of the book ‘Corporate Communication a guide to
theory & practice’ by Joep Cornelissen
Index:
Chapter 1+2 Page 2
Chapter 3 Page 6
Chapter 4 Page 12
Chapter 5 Page 23
Chapter 6 Page 50
Chapter 7 Page 45
Chapter 8 Page 9
Chapter 9 Page 35
Chapter 10 Page 30
Chapter 11 Page 40
Chapter 12 Page 57
Chapter 13 Page 20
Note: The chapters are ordered the same as the lectures
Written by: Celine Moederscheim, updated: 08-06-2022
, 2
Chapter 1+2: Defining Corporate Communication
Corporate communication = Management function that offers a framework for the
effective coordination of all internal and external communication with the overall
purpose of establishing and maintaining favorable reputations with stakeholder
groups upon which the organization is dependent
Corporate communication changes over time
Until 1970s à corporate communication is called ‘Public Relations’
After 1970s CC got a new function and focusses on
à The whole organization
àHow organizations present itself to stakeholders internal and external
21st Century Corporate Communications
, 3
Types of activity
• Managerial
-Planning
-Coordinating
-Counselling CEOs and senior managers
• Tactical
-Producing messages
-Disseminating messages
Complexity
Factors that make CC more complex:
-Wide geographical range (multinationals)
-Wide range of services and products
-Corporate headquarters and various divisions and business units
-Consensus within the organization often hard to establish
Key concepts:
• Mission:
Concept: overriding purpose in line with the values and expectations of stakeholders
Example: ‘’British Airways is aiming to set new industry standards in customer
service and innovation, deliver the best financial performance and evolve from being
an airline to a world travel business with the flexibility to stretch its brand into new
business areas’’
• Vision:
Concept: Desired future state: the aspiration of the organization
Example: ‘’To become the undisputed leader in world travel by ensuring that BA the
customer’s first choice through the delivery of an unbeatable travel experience’’
• Corporate objectives
Concept: Statement of overall aims in line with the overall purpose
Example: ‘’To be a good neighbor, concerned for the community and the
environment’’
• Corporate identity
Concept: The profile and values communicated by an organization
• Corporate image:
Concept: 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
, 4
• Corporate reputation:
Concept: An individual’s collective representation of past images of an organization
(induced through either communication or past experiences) established over time
• Stakeholders:
Concept: Any group or individual who can affect or is affected by the achievement of
the organization’s objectives
• Market:
Concept: a defined group for whom a product is or may be in demand (and for whom
an organization creates and maintains products and services)
• Communication:
Concept: The tactics and media that are used to communicate with internal and
external groups
• Integration:
Concept: the act of coordinating all communication so that the corporate identity is
effectively and consistently communicated to internal and external groups
Questions arising from the positioning view
-Can stakeholders be managed or even controlled?
-Are models of reputation management all that matter?
-Do corporate messages always have to be directed toward reputational change?
-Are linear models of communication always best?
-Are stakeholders always passive agents or speakers-in-waiting?
