CCME
1. Introduction & Communication of organisations
Corporate communication definition:
The m
anagement function within an organisation (profit or non-profit), which is
responsible for communication processes, that are initiated within the organisation
and trying to promote a sustainable interaction, between the organisation and
groups of the public, in the internal and external e
nvironment.
Corporate communication focuses on the communication of an organisation as a
WHOLE (not only on the products and services) with different public groups.
Corporate communication is managing:
- Corporate identity
- Corporate image
- Corporate reputation
Identity and Image
(in terms of a person)
- Who am I? Current identity
- Who do I want to be? Desired identity
- What do others think of me? Current image
- WHat do I want that others think of me? Desired Image
,Corporate Reputation Management
- The creation of values for stakeholders
- Measured by various methods and organisations in areas such as;
- Emotional appeal
- Products and services
- Vision and leadership
- Financial performance
- Financial performance
- Workplace environment
- Social responsibility
,Identity Structures & Brand policy
Identity structures:
- Monolithic identity
- The company provides each product of service with an identical name
and identity
- Umbrella identity
- The company dominates the profile, but parts of the organisation can be
left to promote their own identity
, - Endorsed identity
- The characteristics of the company remain visible, but the identity of
the various activities is put first
- Branded identity
- The company is hardly visible, but it's brands are.
1. Introduction & Communication of organisations
Corporate communication definition:
The m
anagement function within an organisation (profit or non-profit), which is
responsible for communication processes, that are initiated within the organisation
and trying to promote a sustainable interaction, between the organisation and
groups of the public, in the internal and external e
nvironment.
Corporate communication focuses on the communication of an organisation as a
WHOLE (not only on the products and services) with different public groups.
Corporate communication is managing:
- Corporate identity
- Corporate image
- Corporate reputation
Identity and Image
(in terms of a person)
- Who am I? Current identity
- Who do I want to be? Desired identity
- What do others think of me? Current image
- WHat do I want that others think of me? Desired Image
,Corporate Reputation Management
- The creation of values for stakeholders
- Measured by various methods and organisations in areas such as;
- Emotional appeal
- Products and services
- Vision and leadership
- Financial performance
- Financial performance
- Workplace environment
- Social responsibility
,Identity Structures & Brand policy
Identity structures:
- Monolithic identity
- The company provides each product of service with an identical name
and identity
- Umbrella identity
- The company dominates the profile, but parts of the organisation can be
left to promote their own identity
, - Endorsed identity
- The characteristics of the company remain visible, but the identity of
the various activities is put first
- Branded identity
- The company is hardly visible, but it's brands are.
