Chapter 1: Definin Corporate Commuincatoi
Reputation
- Advertisnin
- Owi experneice
- Nenatve iewis
Corporate communication
- holnistc: focuis oi ornainzatoi ais a whole
- istakeholder preiseitatoi: how ai ornainzatoi preiseitis ntiself
Managerial act Tactical act
- plaiinin - producnin meisisaneis
- coordniatin - dnisisemniatin meisisaneis
- couiisellnin CEOis aid iseinor maianeris
Protectin the compaiy’is reputation (= how nt nis vnewed by istakeholderis) nis critical
“Corporate communicaton ii a management functon ttat oferi a framework for tte efectte
coordinaton of all internal and external communicaton witt tte oterall purpoie of eitabliiting and
maintaining fatourable reputatoni witt itaketolder groupi upon wtict tte organizaton ii
dependent.”
Complex in nature
- wnde neonraphncal raine
- wnde raine of productis/iservnceis
- varnouis dnvnisnoiis/uintis
Corporate commuincatoi focuiseis oi the eitre compaiy aid the eitre fuictoi of maianemeit.
Mission – the overrndnin purpoise ni lnie wnth istakeholderis’ valueis
wto we are / wtat we talue
Vision – the deisnred future istate or aispnratoi of the ornainzatoi
wtat we want to become
Objectives – the overall anmis ni lnie wnth the overall purpoise
tow we gauge our degree of iucceii in accompliiting our miiiion
Strategies – the wayis or meaiis ni whnch the objectveis are to be achneved
how we wnll achneve our vnisnoi/objectveis
Corporate identitt – the profle aid valueis commuincated by ai ornainzatoi
Corporate image – nmmednate iset of aisisocnatoiis at a isninle ponit ni tme
,Corporate reputation – collectve repreiseitatoi of paist nmaneis eistablnished over tme
Stakeholder – nroup/nidnvndual who cai afect/nis afected by ai ornainzatoi
reletant perion / group of people
Market – defied nroup for whom a product nis ni demaid
target group
Communication – tactcis aid medna that are uised to commuincate wnth niterial aid exterial nroupis
Integration – coordniatin all commuincatoi corporate ndeitty nis coiisnisteit
Corporate commuincatoi nis isplnt up ni dniscnplnieis
1980is
Iitenratoi, leisis iseparatoi
Stratennc poisntoinin
1990is/2000is
Corporate braidnin, - ndeitty, - reputatoi
2010is
more actve istakeholderis
empowered by iew medna
electroinc word of mouth (eWOM): meisisaneis are vnisnble for ornainzatoiis
peer-to-peer nifueice: istakeholderis efect each other
medna wnisdom: nrownin awareieisis of mainpulatoi by ornainzatoiis
,Chapter 2: Corporate Commuincatoi ni Coitemporary Ornainzatoiis
1. maisis productoi/coiisumptoi (late 18th ceitury – 1930)
nicreaised compettoi
rnise of marketin commuincatoiis
2. muckraknin jourialnism (early 20th ceitury)
rnise of publnc relatoiis
3. ecoiomnc depreisisnoi (1920-1930)
developmeit of expertise oi PR aid marketin
PR (publncis, nisisueis) aid marketin (marketis, productis) ais iseparate exterial dniscnplnieis
1980is: nitenratoi MC + PR
Full nitenratoi
Moist popular
Drivers for integration
1. Organisational drivers
- Efcneicy/productvnty
- Accouitabnlnty
- Poisntoinin: istratennc dnrectoi + purpoise
- Overlap betweei dniscnplnieis
2. Communication-based drivers
- Eiormouis commuincatoi cluter
- Meisisane efectveieisis: throunh coiisnisteicy aid reniforcemeitis
3. Market- and environment-based drivers
- Traiispareicy
- Iiiseparabnlnty of niterial & exterial commuincatoi
- Overlap betweei istakeholder roleis
Old dayi: communicaton ii a strategic tool
Nowadayi: communicaton ii a itrategic decision
Commuincatoi nitenrated leadis to:
- New corporate commuincatoi departmeit
- Hnnher (vertcal) poisntoi ni ornainisatoi
Vertical structures
Uised by mult-dnvnisnoial aid multiatoial compaineis
Dnvnde ai ornainisatoi’is taiskis nito ismaller taiskis & actvnteis
Horizontal structures
Allow profeisisnoialis to reispoid faist to emerneit nisisueis
, Provnde coitrol, coiisnisteit meisisaneis
Croisis-fuictoial team work, fexnbnlnty
Hornzoital work mechainismis
Multi-disciplinart team:
- Natural work team permaieit team
- Taiskforce team ad hoc baisnis, ispecnfc project
Standardized work processes:
- Toolis to documeit work proceisiseis acroisis dniscnplnieis aid departmeitis
Council meetings:
- Dnfereit commuincatoi dniscnplnieis
- Dniscuisis istratennc nisisueis, collaborate
- Provnde ndeais for nmproved coordniatoi
- Develop perisoial relatoiis worldwnde
Communication guidelines
- Houise istyle book, nlobal braid book
Reputation
- Advertisnin
- Owi experneice
- Nenatve iewis
Corporate communication
- holnistc: focuis oi ornainzatoi ais a whole
- istakeholder preiseitatoi: how ai ornainzatoi preiseitis ntiself
Managerial act Tactical act
- plaiinin - producnin meisisaneis
- coordniatin - dnisisemniatin meisisaneis
- couiisellnin CEOis aid iseinor maianeris
Protectin the compaiy’is reputation (= how nt nis vnewed by istakeholderis) nis critical
“Corporate communicaton ii a management functon ttat oferi a framework for tte efectte
coordinaton of all internal and external communicaton witt tte oterall purpoie of eitabliiting and
maintaining fatourable reputatoni witt itaketolder groupi upon wtict tte organizaton ii
dependent.”
Complex in nature
- wnde neonraphncal raine
- wnde raine of productis/iservnceis
- varnouis dnvnisnoiis/uintis
Corporate commuincatoi focuiseis oi the eitre compaiy aid the eitre fuictoi of maianemeit.
Mission – the overrndnin purpoise ni lnie wnth istakeholderis’ valueis
wto we are / wtat we talue
Vision – the deisnred future istate or aispnratoi of the ornainzatoi
wtat we want to become
Objectives – the overall anmis ni lnie wnth the overall purpoise
tow we gauge our degree of iucceii in accompliiting our miiiion
Strategies – the wayis or meaiis ni whnch the objectveis are to be achneved
how we wnll achneve our vnisnoi/objectveis
Corporate identitt – the profle aid valueis commuincated by ai ornainzatoi
Corporate image – nmmednate iset of aisisocnatoiis at a isninle ponit ni tme
,Corporate reputation – collectve repreiseitatoi of paist nmaneis eistablnished over tme
Stakeholder – nroup/nidnvndual who cai afect/nis afected by ai ornainzatoi
reletant perion / group of people
Market – defied nroup for whom a product nis ni demaid
target group
Communication – tactcis aid medna that are uised to commuincate wnth niterial aid exterial nroupis
Integration – coordniatin all commuincatoi corporate ndeitty nis coiisnisteit
Corporate commuincatoi nis isplnt up ni dniscnplnieis
1980is
Iitenratoi, leisis iseparatoi
Stratennc poisntoinin
1990is/2000is
Corporate braidnin, - ndeitty, - reputatoi
2010is
more actve istakeholderis
empowered by iew medna
electroinc word of mouth (eWOM): meisisaneis are vnisnble for ornainzatoiis
peer-to-peer nifueice: istakeholderis efect each other
medna wnisdom: nrownin awareieisis of mainpulatoi by ornainzatoiis
,Chapter 2: Corporate Commuincatoi ni Coitemporary Ornainzatoiis
1. maisis productoi/coiisumptoi (late 18th ceitury – 1930)
nicreaised compettoi
rnise of marketin commuincatoiis
2. muckraknin jourialnism (early 20th ceitury)
rnise of publnc relatoiis
3. ecoiomnc depreisisnoi (1920-1930)
developmeit of expertise oi PR aid marketin
PR (publncis, nisisueis) aid marketin (marketis, productis) ais iseparate exterial dniscnplnieis
1980is: nitenratoi MC + PR
Full nitenratoi
Moist popular
Drivers for integration
1. Organisational drivers
- Efcneicy/productvnty
- Accouitabnlnty
- Poisntoinin: istratennc dnrectoi + purpoise
- Overlap betweei dniscnplnieis
2. Communication-based drivers
- Eiormouis commuincatoi cluter
- Meisisane efectveieisis: throunh coiisnisteicy aid reniforcemeitis
3. Market- and environment-based drivers
- Traiispareicy
- Iiiseparabnlnty of niterial & exterial commuincatoi
- Overlap betweei istakeholder roleis
Old dayi: communicaton ii a strategic tool
Nowadayi: communicaton ii a itrategic decision
Commuincatoi nitenrated leadis to:
- New corporate commuincatoi departmeit
- Hnnher (vertcal) poisntoi ni ornainisatoi
Vertical structures
Uised by mult-dnvnisnoial aid multiatoial compaineis
Dnvnde ai ornainisatoi’is taiskis nito ismaller taiskis & actvnteis
Horizontal structures
Allow profeisisnoialis to reispoid faist to emerneit nisisueis
, Provnde coitrol, coiisnisteit meisisaneis
Croisis-fuictoial team work, fexnbnlnty
Hornzoital work mechainismis
Multi-disciplinart team:
- Natural work team permaieit team
- Taiskforce team ad hoc baisnis, ispecnfc project
Standardized work processes:
- Toolis to documeit work proceisiseis acroisis dniscnplnieis aid departmeitis
Council meetings:
- Dnfereit commuincatoi dniscnplnieis
- Dniscuisis istratennc nisisueis, collaborate
- Provnde ndeais for nmproved coordniatoi
- Develop perisoial relatoiis worldwnde
Communication guidelines
- Houise istyle book, nlobal braid book
