Summary Corporate Communication: All notes (readings+lectures)

WEEK 1
Corporate Comm
 Context:
 Definition
 org presentation of itself to external and internal stakeholders, to establish
and maintain a favourable reputation
 Key concepts
 mission, vision, corporate objectives, strategy, identity, image, reputation,
integration, stakeholders
Changes in media landscape
 Challenges
 new media blurring the boundaries between a consumer and a provider,
harder to control an image and message
 Opportunities
 new ways for the engagement, reaching out, closer relationship with the
stakeholders

WEEK 2
Stakeholder Comm
 2 economic models
 Neo-classical: purpose of org is to make profit
 Socio-economic: purpose is to engage people, outside of the stakeholder
cicrcles
 Stakeholder comm management
 Informational (one-way, symmetrical): information available, no dialogue,
gathering feedback
 Persuasive (two-way, asymmetrical): feedback, PR, aim to change the
attitudes
 Dialogue (two-way, symmetrical): actively listening, mutual understanding,
equal opportunities for understanding
 Engagement
 Different approach for management and engagement
 FIGURE
Issues Comm
 Strategic approach
 org with the issues, focus is on org and stakeholder, communication of the
org, economic background
 Sociological approach
 the issue with the org, focus on issue and issue political, communication of
and about the org, socio-political background
 Managing the issue
 FIGURE
 Issue response
 Buffering – remain silent, keep issue away from stakeholders, delay the
development
 Bridging – open to change, recognize the issue, engage in dialogue
 Advocacy – change opinions, issue campaign

,  Thought leadership – identify issue before active, seen as leading the change,
proactive position
 Issue arena
 Space where the issue gets constructed by communication
(virtual/public/networked)
 Emerging around all kind of issues (environmental, public, economic
inequality,..)


WEEK 3
Image management
 Corporate image
 Symbolically constructed, crafting an impression along with exchanging
important info, distinctiveness, and impact building
 FIGURE
Identity management
 FIGURE
 Identity types
 Organizational: values and culture shared with the org
 Corporate: presentation of such values through communication, symbols,
behavior
 Corporate personality
 Extended image management
 Identity emerging from mission, vision, culture
Corporate branding
 Strategies
 Monolithic: same brand, same name
 Branded: each product, different brand (usually no connection in the
stakeholders eyes between the org and the brand)
 Endorsed: badged with the parent company (clear connection between the
brand and the org)
Reputation
 Allignment vision, culture, image
 Hand-in-hand management aspirations, org values, impressions
 Gaps
 Vision-culture: changes by management not supported by the employees
 Culture-image: confusion between stakeholders and what the org stands for
 Vision-image: vision created by the org not according to stakeholders
expectations
Agenda-setting (article)

WEEK 4
Employee comm
 Management comm
 Direct comm between managers and employees
 Personal = specific tasks, activities, morale (usually verbal, face-to-face)
 Corp info and comm systems