Table of Contents
Table of Contents .................................................................................................................... 2
Chapter 1: Defining Corporate Communication ....................................................................... 3
Chapter 2: Corporate Communication in Temporary Organizations ......................................... 5
Chapter 3: Stakeholder management and Communication ...................................................... 8
Chapter 4: Corporate Identity, Branding & Corporate Reputation ......................................... 14
Chapter 5: Communication strategy ...................................................................................... 19
Chapter 8: Media Relations ................................................................................................... 22
Chapter 9: Employee Communication .................................................................................... 25
Chapter 10: Issues Management ........................................................................................... 28
Chapter 11: Crisis Communication ......................................................................................... 30
2
, Chapter 1: Defining Corporate Communication
Definitions
Corporate communication
The function and process of managing communications between an organization and important
stakeholder groups (including markets and publics) in its environment
Mission
A general expression of the overriding purpose of the organization, which, ideally, is in line with
the values and expectations of major stakeholders and concerned with the scope and boundaries
of the organization.
'What business are we in?'
Vision
The desired future state of the organization.
Aspirational view of the general direction that the organization wants to go in, as formulated by
senior management, and that requires the energies and commitment of members of organization.
Objectives
The more precise (short-term) statements of direction which are to be achieved by strategic
initiatives or strategies
Strategies
Actions and communications that are linked to objectives and are often specified in terms of
specific organizational functions (finance, operations, human resources)
Corporate identity
The basic profile that an organization wants to project to all its important stakeholder groups and
how it aims to be known by these various groups in terms of its corporate image and reputation
Corporate image
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 point in time
Corporate reputation
An individual's collective representation of past images of an organization (induced through either
communication or past experiences) establish over time.
The general evaluation of an organization (compared to its nearest rivals), leading to likeability
and preference
Stakeholder
Any group or individual who can affect or is affected by the achievement of the organization's
objectives
Market
A defined group for whom a product is or may be in demand ( and for whom an organization
creates and maintains products and services)
3
,Integration
The act of coordinating all communication so that the corporate identity is effectively and
consistently communicated to internal and external groups
4
, Chapter 2: Corporate Communication in Temporary Organizations
Historical Background
Communication management
Any type of communication activity undertaken by an organization to inform, persuade or
otherwise relate to individuals and groups in its outside environment.
• Up until 1900s
o Corporations hired publicists, press agents, promoters and propogandists for campaigns
o Played on gullibility of general public, often deceiving/lying
• Got away with it
• 1900s
o Began with a cry from 'muckrakers'; investigative journalists who exposed scandals
associated with power, capitalism, and government corruption, who raised awareness
of unethical/harmful practices of businesses
• Response: hire writers/former journalists to be spokespeople for organization,
gain approval for behavior
• Hired advertising agents
• 1920-30
o Intensified public skepticism towards big businesses
o Organizations needed writers, publicists and advertising agents on continuous basis ->
brought in-house (more systematic and skilled communication)
Integrated communication
• Traditional view (a)
o Marketing deals with markets
• Markets: created by the identification of a segment of the population for which
a product or service is org could be in demand, and involves product or service-
related communication.
o Public relations deals with publics (excluding customers and consumers)
• Publics: seen as actively creating and mobilizing themselves whenever companies make
decisions that affect a group of people adversely
5
Table of Contents .................................................................................................................... 2
Chapter 1: Defining Corporate Communication ....................................................................... 3
Chapter 2: Corporate Communication in Temporary Organizations ......................................... 5
Chapter 3: Stakeholder management and Communication ...................................................... 8
Chapter 4: Corporate Identity, Branding & Corporate Reputation ......................................... 14
Chapter 5: Communication strategy ...................................................................................... 19
Chapter 8: Media Relations ................................................................................................... 22
Chapter 9: Employee Communication .................................................................................... 25
Chapter 10: Issues Management ........................................................................................... 28
Chapter 11: Crisis Communication ......................................................................................... 30
2
, Chapter 1: Defining Corporate Communication
Definitions
Corporate communication
The function and process of managing communications between an organization and important
stakeholder groups (including markets and publics) in its environment
Mission
A general expression of the overriding purpose of the organization, which, ideally, is in line with
the values and expectations of major stakeholders and concerned with the scope and boundaries
of the organization.
'What business are we in?'
Vision
The desired future state of the organization.
Aspirational view of the general direction that the organization wants to go in, as formulated by
senior management, and that requires the energies and commitment of members of organization.
Objectives
The more precise (short-term) statements of direction which are to be achieved by strategic
initiatives or strategies
Strategies
Actions and communications that are linked to objectives and are often specified in terms of
specific organizational functions (finance, operations, human resources)
Corporate identity
The basic profile that an organization wants to project to all its important stakeholder groups and
how it aims to be known by these various groups in terms of its corporate image and reputation
Corporate image
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 point in time
Corporate reputation
An individual's collective representation of past images of an organization (induced through either
communication or past experiences) establish over time.
The general evaluation of an organization (compared to its nearest rivals), leading to likeability
and preference
Stakeholder
Any group or individual who can affect or is affected by the achievement of the organization's
objectives
Market
A defined group for whom a product is or may be in demand ( and for whom an organization
creates and maintains products and services)
3
,Integration
The act of coordinating all communication so that the corporate identity is effectively and
consistently communicated to internal and external groups
4
, Chapter 2: Corporate Communication in Temporary Organizations
Historical Background
Communication management
Any type of communication activity undertaken by an organization to inform, persuade or
otherwise relate to individuals and groups in its outside environment.
• Up until 1900s
o Corporations hired publicists, press agents, promoters and propogandists for campaigns
o Played on gullibility of general public, often deceiving/lying
• Got away with it
• 1900s
o Began with a cry from 'muckrakers'; investigative journalists who exposed scandals
associated with power, capitalism, and government corruption, who raised awareness
of unethical/harmful practices of businesses
• Response: hire writers/former journalists to be spokespeople for organization,
gain approval for behavior
• Hired advertising agents
• 1920-30
o Intensified public skepticism towards big businesses
o Organizations needed writers, publicists and advertising agents on continuous basis ->
brought in-house (more systematic and skilled communication)
Integrated communication
• Traditional view (a)
o Marketing deals with markets
• Markets: created by the identification of a segment of the population for which
a product or service is org could be in demand, and involves product or service-
related communication.
o Public relations deals with publics (excluding customers and consumers)
• Publics: seen as actively creating and mobilizing themselves whenever companies make
decisions that affect a group of people adversely
5
