Organisations In The Media
Week 1
Lecture
Organization → a group of people who work together in an organized way for a shared purpose (this is
mostly studied by business administration for profit, and public administration not for profit, but not so
much by Comsci)
Models (to understand organizations)
- All models are wrong → A common aphorism in statistics; states that statistical or scientific
models always fall short of the complexities of reality but can still be of use
- A model is a caricature; saves mental labor and is a framework for communication
Challenges → Every organization needs to have good leadership and communication which leads to:
- Positioning and strategy
- Culture and diversity
- Customers
- HRM
- Benchmarking
- Sustainability
- Innovation and entrepreneurship
Why should organizations communicate these topics/issues?
- The boardrooms of organizations deal with all kinds of stakeholders
- These stakeholders ask questions and request transparency
- The boardroom doesn’t want to share everything and doesn’t want to answer all the questions à
protection against abuse
(They) Give information that:
- Is legally required
- Improves reputation
(They) Don’t give information that is sensitive (nuclear codes, cola recipe..)
- Effects of communicating with stakeholders:
a) Awareness (recognition)
b) Attitude (interest, desire, engagement, reputation, trust, legitimacy)
c) Action (positive, neutral, negative; depending on information given)
How to communicate strategy?
- Strategy → sources, messages (strategic management)
- Communication → channels, receivers (communication management)
1
,Vision → long-term aspiration/ goal of org.
Mission → purpose that aligns with the values and expectations of stakeholders
Strategy → actions and communications that are linked to objectives that are specified in
sense of organizational functions
Implementation → implementation of goals?
Media:
1. Paid → paid for content or exposure on another media (advertising, paid search,
sponsored links)
-Role: direct advertisement of the organization
2. Owned → online media that an org. owns and controls (e.g. tiktok account,
website, blog, facebook profile)
-Role: generate interest in the organization, engage stakeholders and build relationships
with them
3. Earned → stakeholder generated word of mouth (spoken communication) that
becomes a medium (word of mouth, online chatter, viral spread of content);
-Role: earned might generate traffic to owned media; owned and paid media might create
earned
4. Social → contact individuals exchange with one - another as they communicate
Reputation (= likability)
- Advantages: a magnet for talent, magnet for credit, buffer in crisis
- Disadvantages: subjective, hard to get, easily lost
2
, - How can an organization optimize the relationship between its identity and image?
Corporate Identity refers to the company's self-presentation, encompassing elements like its mission,
values, and culture. It is shaped by visual aspects (logo, design), communication, and behavior.
Corporate Image is how external stakeholders (customers, investors, the public) perceive the company.
It can differ from the intended identity due to external interpretations and media influence.
In the model, the identity is projected outward through communication and behavior, while feedback
loops exist where the company refines its identity based on how the public image is received. The model
highlights the dynamic, ongoing interaction between how a company sees itself and how it is seen by
others. Misalignment between the two can lead to a negative public perception.
Reputation management:
CI-mix:
1. Corporate behavior refers to the actions and practices of an organization, especially in relation to
how it treats its employees, customers, stakeholders, and the general public.
3
, 2. Corporate communication - This refers to the way a company communicates both internally (with
employees) and externally (with customers, partners, investors, media, etc.).
3. Symbolism involves the visual and symbolic elements used by an organization to represent itself,
often seen as the most visible aspect of corporate identity.
- An interaction between corporate identity formation, reputation, improvement and organizational
performance
- Measuring reputation?
Stakeholders depend more on the news media to learn about reputation dimensions that are difficult to
experience or observe and for which the news media are the main source of information.
Influencers: advertising, corporate media, events, marketing communication, design, public relations,
journalism, public affairs…
What is communication? → SMCR
1. Source: comm skills, attitudes, knowledge, social system, culture
2. Message: elements, content, treatment code, structure
3. Channel: seeing, hearing, touching, smelling, tasting
4. Receiver: comm skills, attitudes, knowledge, social system, culture
Human communication theory
SMCR helps to measure and analyze
4
Week 1
Lecture
Organization → a group of people who work together in an organized way for a shared purpose (this is
mostly studied by business administration for profit, and public administration not for profit, but not so
much by Comsci)
Models (to understand organizations)
- All models are wrong → A common aphorism in statistics; states that statistical or scientific
models always fall short of the complexities of reality but can still be of use
- A model is a caricature; saves mental labor and is a framework for communication
Challenges → Every organization needs to have good leadership and communication which leads to:
- Positioning and strategy
- Culture and diversity
- Customers
- HRM
- Benchmarking
- Sustainability
- Innovation and entrepreneurship
Why should organizations communicate these topics/issues?
- The boardrooms of organizations deal with all kinds of stakeholders
- These stakeholders ask questions and request transparency
- The boardroom doesn’t want to share everything and doesn’t want to answer all the questions à
protection against abuse
(They) Give information that:
- Is legally required
- Improves reputation
(They) Don’t give information that is sensitive (nuclear codes, cola recipe..)
- Effects of communicating with stakeholders:
a) Awareness (recognition)
b) Attitude (interest, desire, engagement, reputation, trust, legitimacy)
c) Action (positive, neutral, negative; depending on information given)
How to communicate strategy?
- Strategy → sources, messages (strategic management)
- Communication → channels, receivers (communication management)
1
,Vision → long-term aspiration/ goal of org.
Mission → purpose that aligns with the values and expectations of stakeholders
Strategy → actions and communications that are linked to objectives that are specified in
sense of organizational functions
Implementation → implementation of goals?
Media:
1. Paid → paid for content or exposure on another media (advertising, paid search,
sponsored links)
-Role: direct advertisement of the organization
2. Owned → online media that an org. owns and controls (e.g. tiktok account,
website, blog, facebook profile)
-Role: generate interest in the organization, engage stakeholders and build relationships
with them
3. Earned → stakeholder generated word of mouth (spoken communication) that
becomes a medium (word of mouth, online chatter, viral spread of content);
-Role: earned might generate traffic to owned media; owned and paid media might create
earned
4. Social → contact individuals exchange with one - another as they communicate
Reputation (= likability)
- Advantages: a magnet for talent, magnet for credit, buffer in crisis
- Disadvantages: subjective, hard to get, easily lost
2
, - How can an organization optimize the relationship between its identity and image?
Corporate Identity refers to the company's self-presentation, encompassing elements like its mission,
values, and culture. It is shaped by visual aspects (logo, design), communication, and behavior.
Corporate Image is how external stakeholders (customers, investors, the public) perceive the company.
It can differ from the intended identity due to external interpretations and media influence.
In the model, the identity is projected outward through communication and behavior, while feedback
loops exist where the company refines its identity based on how the public image is received. The model
highlights the dynamic, ongoing interaction between how a company sees itself and how it is seen by
others. Misalignment between the two can lead to a negative public perception.
Reputation management:
CI-mix:
1. Corporate behavior refers to the actions and practices of an organization, especially in relation to
how it treats its employees, customers, stakeholders, and the general public.
3
, 2. Corporate communication - This refers to the way a company communicates both internally (with
employees) and externally (with customers, partners, investors, media, etc.).
3. Symbolism involves the visual and symbolic elements used by an organization to represent itself,
often seen as the most visible aspect of corporate identity.
- An interaction between corporate identity formation, reputation, improvement and organizational
performance
- Measuring reputation?
Stakeholders depend more on the news media to learn about reputation dimensions that are difficult to
experience or observe and for which the news media are the main source of information.
Influencers: advertising, corporate media, events, marketing communication, design, public relations,
journalism, public affairs…
What is communication? → SMCR
1. Source: comm skills, attitudes, knowledge, social system, culture
2. Message: elements, content, treatment code, structure
3. Channel: seeing, hearing, touching, smelling, tasting
4. Receiver: comm skills, attitudes, knowledge, social system, culture
Human communication theory
SMCR helps to measure and analyze
4
