CRASH COURSE DEFINITION: CORPORATE COMMUNICATION
1. Definition of corporation communication
- A management function that offers framework for effectively coordination with internal and
external => Purpose: establish and maintaining a favourable reputation with stakeholder
(Cornelissen ,2017)
2. Why CC is important?
- Because it oversee and effectively coordinate communication amongst internal and external
- CC is integrated around mission/vision/identity
- CC is strategic
3. Definition of Corporate image
- The way corporate is symbolically perceived based on certain messages and at a certain
point of time
=> image: an individual’s perception of the org, product or service at certain point in time
4. Definition of Corporate Identity
- The profile and values communicated by the organization that make up the “me” in the
self-concept.
- It is the identity that outsiders view corporate
5. Definition of organizational identity
- The profile and values communicated by the employees of the organization that make up the
“I” of the org self-concepts. Org id answer the question of “who am i, as an org”
6. Why should there be alignment between org id and corp id?
- An alignment between these is necessary for any company to gain favorable reputation
inside and outside the company to its stakeholders
7. How do you understand “organization as a communication”?
- communicative constitution of organization (CCO) is established as an alternative to the
traditional CC (lecture 1 28:52). The idea is that organization consists of communication and
this communication gives meanings to concepts within the org such as interaction or images
8. Name 5 Van Ruler’s approach to cc
- Persuasive approach
- Informative approach
- Interpretative
- Relational
- Critical
9. Definition of corporate personality
- The core values of an org as shared by its member = organizational identity
10. Definition of corporate reputation
- It is the collective evaluation of an org established overtime
11. Definition of corporate branding
- The way in which corp aim to represent and develop themselves with through symbolic
reputation with stakeholder
12. Three kinds of identity structure (branding)
- Endorsed: different branch have diff logo + parent’s logo e.g. nestle
- Branded: each branch => diff logo
- Monolithic: one logo for all branches e.g. disney
13. Definition of corporate social responsibility (CSR)
, - Corporate’s actions that concern public welfare and society at large without financial
implications, often concerning ecological and social issues.
14. Definition of corporate information and communication system (CICS)
- Technology used to disseminate information across the organization in order to keep
employees (of all ranked) informed on corporate matters
=> technology used to disseminate information to employees of all ranked in the
organization in order to keep them informed of corp matters
15. Definition of corporate community relations
- The communications + rela that establish mutual benefits between org and the communities
in which they operate
16. Goals of employee communication
- Productivity: in terms of quantity and quality
- Social capitals: employees identify themselves with the org
ALL DEFINITION: ISSUE
17. Definition of issue
- Public’s concern over an org’s operations and decisions at a certain point that may arise
conflicts in opinions and judgements
18. Definition of issue management
- The proactive attempt to identify and control issues in order to limit damage to org’s
reputation
19. Definition of issue arena
- It is a place of interaction where multiple actors discuss topics in which they have a stake
- It is a place of interactions where multiple actors discuss the topics regarding their stakes.
20. What happen in the issue arena?
- Gain attention from the public
- Influence the direction of debate by promoting a viewpoint from early stage
- Show accountability + explain on the issues to gain acceptance + maintain org’s legitimacy
- Crowd-sourcing = solicit public’s contribution to the matters on social media
21. Definition of issue life cycle
There are 4 stages
- latent/potential stage: issue exist but not yet pick up by media
- active/emerging stage: media pick up, but mostly relevant for related audience
- intense/current stage: problem is relevant to public
- Crisis stage: issue threaten company’s existence and reputation + has no more time to be
tackled
22. How to scan environment? What factors are important
- 1st tool: DESTEP
- Demographic
- Econ
- Social
- Tech
- Eco
- Political
- 2nd tool: SWOT
- Strength
- Weakness
- Opportunities
, - Threats
23. Why are this tool important
- It gives guidance into identify which elements are influential
24. Name 4 issue management strategies
- Buffering: delay decision + try to keep the issue silent
- Bridging: org adapt activities to conform with external expectation
- Advocacy: try to change public’s opinion on the matters
- Thought leadership: org’s decision to take a proactive position on issues + innovate their
business strategy.
25. one examples for each
- Buffering:
- Bridging
- Advocacy: alibaba’s 996 issue try to change public’s negative pov about working overtime by
giving speeches, encouraging that overwork=hardwork pays off
- Thought leadership: e.g. zara, h&m fashion brand change from fast fashion to sustainable
fashion after people called them out for wasting clothes and harm the environment
EVERYTHING: CSR
26. Definition of CSR (again)
- Org’s actions that concerns public welfare + society ar large, often bout ecological and social
matters, that purely do not involve financial benefits
- Companies taking responsibility for their impact on society
27. Name 3 CSR strategy
- Stakeholder information strat: stkh are informed about the corp’s csr
- Stakeholder response strat: stkh’s feedback used to improve org
- Stakeholder involvement strat: use communication to collab with stkh in developing CSR
28. Approach to CSR (acc to books)
- Defensive approach = ad hoc interventions with shareholders and gov
E.g.
- Charitable approach = charitable donations for communities
- Promotional approach = pr campaigns and events for public + stkh
- Strategic = management systems that spread across the org
- Transformational = business model that spread across the org that focus on the foundation
of org that helps the society + planet
29. 7 sins of greenwashing
- The hidden trade off
- No proof
- Vagueness
- Worshipping false labels
- Irrelevance
- Lesser of two evils
- Fibbing
30. Why CSR is important?
- It boost reputation
- And reputation indirectly boost profit, org integrity + ethics
EVERYTHING ABOUT CRISIS
31. Definition of crisis
1. Definition of corporation communication
- A management function that offers framework for effectively coordination with internal and
external => Purpose: establish and maintaining a favourable reputation with stakeholder
(Cornelissen ,2017)
2. Why CC is important?
- Because it oversee and effectively coordinate communication amongst internal and external
- CC is integrated around mission/vision/identity
- CC is strategic
3. Definition of Corporate image
- The way corporate is symbolically perceived based on certain messages and at a certain
point of time
=> image: an individual’s perception of the org, product or service at certain point in time
4. Definition of Corporate Identity
- The profile and values communicated by the organization that make up the “me” in the
self-concept.
- It is the identity that outsiders view corporate
5. Definition of organizational identity
- The profile and values communicated by the employees of the organization that make up the
“I” of the org self-concepts. Org id answer the question of “who am i, as an org”
6. Why should there be alignment between org id and corp id?
- An alignment between these is necessary for any company to gain favorable reputation
inside and outside the company to its stakeholders
7. How do you understand “organization as a communication”?
- communicative constitution of organization (CCO) is established as an alternative to the
traditional CC (lecture 1 28:52). The idea is that organization consists of communication and
this communication gives meanings to concepts within the org such as interaction or images
8. Name 5 Van Ruler’s approach to cc
- Persuasive approach
- Informative approach
- Interpretative
- Relational
- Critical
9. Definition of corporate personality
- The core values of an org as shared by its member = organizational identity
10. Definition of corporate reputation
- It is the collective evaluation of an org established overtime
11. Definition of corporate branding
- The way in which corp aim to represent and develop themselves with through symbolic
reputation with stakeholder
12. Three kinds of identity structure (branding)
- Endorsed: different branch have diff logo + parent’s logo e.g. nestle
- Branded: each branch => diff logo
- Monolithic: one logo for all branches e.g. disney
13. Definition of corporate social responsibility (CSR)
, - Corporate’s actions that concern public welfare and society at large without financial
implications, often concerning ecological and social issues.
14. Definition of corporate information and communication system (CICS)
- Technology used to disseminate information across the organization in order to keep
employees (of all ranked) informed on corporate matters
=> technology used to disseminate information to employees of all ranked in the
organization in order to keep them informed of corp matters
15. Definition of corporate community relations
- The communications + rela that establish mutual benefits between org and the communities
in which they operate
16. Goals of employee communication
- Productivity: in terms of quantity and quality
- Social capitals: employees identify themselves with the org
ALL DEFINITION: ISSUE
17. Definition of issue
- Public’s concern over an org’s operations and decisions at a certain point that may arise
conflicts in opinions and judgements
18. Definition of issue management
- The proactive attempt to identify and control issues in order to limit damage to org’s
reputation
19. Definition of issue arena
- It is a place of interaction where multiple actors discuss topics in which they have a stake
- It is a place of interactions where multiple actors discuss the topics regarding their stakes.
20. What happen in the issue arena?
- Gain attention from the public
- Influence the direction of debate by promoting a viewpoint from early stage
- Show accountability + explain on the issues to gain acceptance + maintain org’s legitimacy
- Crowd-sourcing = solicit public’s contribution to the matters on social media
21. Definition of issue life cycle
There are 4 stages
- latent/potential stage: issue exist but not yet pick up by media
- active/emerging stage: media pick up, but mostly relevant for related audience
- intense/current stage: problem is relevant to public
- Crisis stage: issue threaten company’s existence and reputation + has no more time to be
tackled
22. How to scan environment? What factors are important
- 1st tool: DESTEP
- Demographic
- Econ
- Social
- Tech
- Eco
- Political
- 2nd tool: SWOT
- Strength
- Weakness
- Opportunities
, - Threats
23. Why are this tool important
- It gives guidance into identify which elements are influential
24. Name 4 issue management strategies
- Buffering: delay decision + try to keep the issue silent
- Bridging: org adapt activities to conform with external expectation
- Advocacy: try to change public’s opinion on the matters
- Thought leadership: org’s decision to take a proactive position on issues + innovate their
business strategy.
25. one examples for each
- Buffering:
- Bridging
- Advocacy: alibaba’s 996 issue try to change public’s negative pov about working overtime by
giving speeches, encouraging that overwork=hardwork pays off
- Thought leadership: e.g. zara, h&m fashion brand change from fast fashion to sustainable
fashion after people called them out for wasting clothes and harm the environment
EVERYTHING: CSR
26. Definition of CSR (again)
- Org’s actions that concerns public welfare + society ar large, often bout ecological and social
matters, that purely do not involve financial benefits
- Companies taking responsibility for their impact on society
27. Name 3 CSR strategy
- Stakeholder information strat: stkh are informed about the corp’s csr
- Stakeholder response strat: stkh’s feedback used to improve org
- Stakeholder involvement strat: use communication to collab with stkh in developing CSR
28. Approach to CSR (acc to books)
- Defensive approach = ad hoc interventions with shareholders and gov
E.g.
- Charitable approach = charitable donations for communities
- Promotional approach = pr campaigns and events for public + stkh
- Strategic = management systems that spread across the org
- Transformational = business model that spread across the org that focus on the foundation
of org that helps the society + planet
29. 7 sins of greenwashing
- The hidden trade off
- No proof
- Vagueness
- Worshipping false labels
- Irrelevance
- Lesser of two evils
- Fibbing
30. Why CSR is important?
- It boost reputation
- And reputation indirectly boost profit, org integrity + ethics
EVERYTHING ABOUT CRISIS
31. Definition of crisis
