Corporate Communication - Final Summary
By Sofia Zuccherelli (27/03/2019)
Week One: What is Corporate Communication?
➢ Book, Chapter 1: Defining Corporate Communication
○ Introduction
■ How corporate communication is used and managed strategically
○ Scopes and Definitions
■ Corporate Communication:
● A management function that is responsible for overseeing and
coordinating work done by communication practitioners (such as
media relations, public affairs and internal communication).
● An instrument of management by means of which all consciously
used forms of internal and external communication are harmonized
as effectively and as efficiently as possible.
■ Characteristics of Corporate Communication:
● Complex in nature
● Integrated approach
● Strategic interests of the organization
■ Key concepts in Corporate Communication:
● Mission: overriding purposes in line with the values and
expectations of stakeholders
● Vision: the aspirations of the organization (future)
● Corporate objectives: statement of overall aims in line with overall
purpose
● Strategy: the ways or means in which the corporate objectives are
to be achieved and put into effects
, ● Corporate Identity: the profile and values communicated by an
organization
● Corporate Image: the immediate set of associations of an
individual in response to one or more signals or messages from or
about an organization at a particular point in time
● Corporate Reputation: an individual's collective representation of
past images of an organization (induced through either
communication or past experiences) established over time
● Stakeholder: any group of individual that can affect or be affected
by the achievement of the organization's objectives
● Market: a defined group in demand (for whom an organization
creates and maintains products or services)
● Communication: the tactics and media that are used to
communicate with internal and external groups
● Integration: the act of coordinating all communication so that the
corporate identity is effectively communicated to internal and
external groups
■ Trends in Corporate Communication:
● Consolidation of communication department:
○ Fragmentation is counterproductive
○ Communication had to be used more strategically to
position organizations in the minds of stakeholders
■ Reinforces the idea of stakeholders being malleable
● Linear Communication Model
○ 'Conduit', stakeholders are a passive agent whose basic role
is to respond to the communicator's message
○ Does not see communication as a joint activity
● Modern Stakeholders
By Sofia Zuccherelli (27/03/2019)
Week One: What is Corporate Communication?
➢ Book, Chapter 1: Defining Corporate Communication
○ Introduction
■ How corporate communication is used and managed strategically
○ Scopes and Definitions
■ Corporate Communication:
● A management function that is responsible for overseeing and
coordinating work done by communication practitioners (such as
media relations, public affairs and internal communication).
● An instrument of management by means of which all consciously
used forms of internal and external communication are harmonized
as effectively and as efficiently as possible.
■ Characteristics of Corporate Communication:
● Complex in nature
● Integrated approach
● Strategic interests of the organization
■ Key concepts in Corporate Communication:
● Mission: overriding purposes in line with the values and
expectations of stakeholders
● Vision: the aspirations of the organization (future)
● Corporate objectives: statement of overall aims in line with overall
purpose
● Strategy: the ways or means in which the corporate objectives are
to be achieved and put into effects
, ● Corporate Identity: the profile and values communicated by an
organization
● Corporate Image: the immediate set of associations of an
individual in response to one or more signals or messages from or
about an organization at a particular point in time
● Corporate Reputation: an individual's collective representation of
past images of an organization (induced through either
communication or past experiences) established over time
● Stakeholder: any group of individual that can affect or be affected
by the achievement of the organization's objectives
● Market: a defined group in demand (for whom an organization
creates and maintains products or services)
● Communication: the tactics and media that are used to
communicate with internal and external groups
● Integration: the act of coordinating all communication so that the
corporate identity is effectively communicated to internal and
external groups
■ Trends in Corporate Communication:
● Consolidation of communication department:
○ Fragmentation is counterproductive
○ Communication had to be used more strategically to
position organizations in the minds of stakeholders
■ Reinforces the idea of stakeholders being malleable
● Linear Communication Model
○ 'Conduit', stakeholders are a passive agent whose basic role
is to respond to the communicator's message
○ Does not see communication as a joint activity
● Modern Stakeholders
