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Corporate communication Flashcards

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1
Q

Corporate communication

A

The management function within an organization, that is responsible for the communication process that are initiated from within the organisation and thus trying to promote sustainable interaction between organization and public groups in the internal and external environment

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2
Q

Reputation quotient measures corporate reputations in 6 areas:

A
  1. Emotional appeal
  2. Products and services
  3. Workforce environment
  4. Financial performance
  5. Vision and leadership
  6. Social responsability
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3
Q

Marketing communication

A

focused on selling

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4
Q

(Goals of organisations) profit companies

A

communicate with shareholders, stakeholders, clients, suppliers

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5
Q

(Goals of organisations) non profit governmental organizations

A

communicate with inhabitants and stakeholders

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6
Q

(Goals of organisations) non-governmental organization

A

communicate with government, clients, suppliers and employees

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7
Q

(Goals of organisations) syndicates (unions)

A

communicate with members, government, companies and non-profit organizations

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8
Q

(Goals of organisations) pressure groups

A

communicate with members, volunteers, government, politicians

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9
Q

The aim of organisations in communication:

A
  1. organisational aim
    continuity
  2. Economical aim
    profit or no profit
  3. Social aim
    people, planet, profit
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10
Q

Public groups

A 
employees
owners
shareholders
financial groups
customers 
suppliers
trade unions/employer's unions
branch organisations / professional organisations 
competitors
government
community
pressure groups
education 
media
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11
Q

Globalisation

A

increasing internationalisation of the economy, social, cultural and political processes

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12
Q

2 conditions for successful global communication

A
  1. news is EFFICIENTLY distributed around the globe

2. news must be relatively QUICKLY DIFFUSE among the various populations

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13
Q

3 variables are responsible for differences in messages being spread among different countries

A
  1. Geographical distance from the location of the event
  2. the extent of trade relations between the countries
  3. the amount of existing communicative relations between countries
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14
Q

3 factors that influence eachoteher continually

A
  1. changes in the international economy
  2. changes in organisations
  3. changes in computer and communication technology
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15
Q

Disintermediation

A

less intermediaries

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16
Q

prosumption

A

gap between consumers and producers becomes smaller

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17
Q

Molecularazitons/regionalisation

A

mass media, production and monolithic governments are replaced by smaller scale, molecular media, production and governance

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18
Q

discordance

A

massive social contradictions are arising

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19
Q

global activism

A

internationally organised groups that fight globalism and other international developments

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20
Q

cross-cultural communication

A

communication with groups from other cultures

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21
Q

Shannon & Weaver’s communication transmission model

A 
Sender
Encoding
Message
Medium
Decoding
Receiver
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22
Q

Cognitive dissonance theory based on 2x

A

Cognitive: thinking/in mind
Dissonance: conflict/inconsistency

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23
Q

Broking window theory

A

strategy for preventing vandalism is to fix the problems when they are small in short time

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24
Q

Precaution adoption process model (PAPM)

A 
Stage 1. unaware
Stage 2. Unengaged
Stage 3. Deciding about acting
Stage 4. Deciding not to act
Stage 5. Deciding to act
Stage 6. Acting
Stage 7. Maintenance
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25
Cialdini 7 principles Reciproaction
people want to repay people for what they do for us
26
Cialdini 7 principles Commitment and consistency
once people have made a choice, they are under internal and external pressure to behave consistently with that commitment
27
Cialdini 7 principles Social proof
We decide what is correct by noticing what others think is correct
28
Cialdini 7 principles Liking
people want to say yes to people they know and like, the more similar someone is to you, the more you like him/her
29
Cialdini 7 principles Authority
people are raised with respect for authority
30
Cialdini 7 principles Scarcity
hard-to-get things are perceived as better than easy going things
31
Giant hypodermic needle theory:
media is used to insert info in people's minds
32
Two-step flow model:
Communication process in 2 steps: 1. The mass media sends messages to the public. Opinion-leaders get info about a certain subject 2. Opion-leaders pass on info to other people (followers)
33
Selectivity, 5 steps can directly interfere with the reception and comprehension of the message
1. Selective exposure people make a choice to receive a message from a specific source 2. Selective attention 3. Selective perception People may interpret messages differently 4. Selective retention Peopledecide to save or not save info in their long-term memory 5. Selective recall
34
5 Basic needs of individuals
1. Cognitive needs Need to be informed, mentally stimulated, understanding a subject 2. Psychological needs Need to understand people and oneself 3. Integrative needs People want to relate to their environment 4. Family needs 5. Escape needs Needs to avoid unpleasantness or release anger or frustrations
35
Media conglomerates
who owns the media
36
Oeffentlichkeit
knowledge that is public
37
McLuhan's theory of communication
1. The medium is the message 2. Global village and ages of civilisation 3. hot and cool media
38
Global village and ages of civilisation, 3 communication ages in history
1. Preliterate or tribal age: visions and osund 2. Gutenberg age: writing and reading 3. Electric age and global village: electronic interactive media
39
Agenda-setting theory
1. find out which issues are most important today 2. Find out which issues people talk about 3. Determine whether the media agenda influenced or caused the public agenda
40
Gate keeping theory of mass media
``` Actual facts Pr consultant (gatekeeper 1) Press agency (gatekeeper 2) Journalist (gatekeeper 3) NEWS IN THE MEDIA ```
41
Media imperialism
Criticism on the predominant ownership and therefore influence of american culture in the media
42
The spiral of silence
if people feel that their opinion is in the minority, they remain silent and become part of a bigger 'spiral of silence'
43
Corporate communication deals with 3 aspects
1. corporate identity 2. corporate image 3. corporate reputation
44
Corporate communication plan
1. Defining communication public groups 2. Defining the current corporate identity 3. Defining the current corporate image 4. Defining the ideal corporate identity 5. Defining the ideal corporate image 6. Defining a corporate communication strategy
45
Corporate identity mix 4
1. personality: mission, objectives 2. behaviour: products, services 3. symbols: visuals 4. Communication: advertisements, internal messages
46
Bernstein's spin web methodology
Research technique to find the company's identity by organising a discussion session in which management and staff present their perceptions of the organisation.
47
Brand policy Monolithic identity
Monolithic identity: company provides each product with an identical name and identity
48
Brand policy Umbrella identity
company dominates the profile, parts of the company can promote own identity
49
Brand policy endorsed identity
company externalises some actives and allow subsidies to operate under that name
50
Brand policy Branded identity
company is hardly visible, but its brands are
51
3 categories of issues/trends
current issues emerging issues social trends
52
issue management
1. issue identification 2. issue analysis 3. issue strategy determination 4. issue action programme
53
4 p's
product, price, place, promotion
54
4 c's
consumer wants and needs, costs, convenience, communication
55
Brand development
generation of ideas concept developing testing
56
brand extension
the company's name is used to develop more brands
57
qualitative research measures:
subjective criteria
58
quantitative research measures
objective criteria
59
media use
what medium and what tone of voice to use
60
involvement
measure the ay people feel about a product category
61
active brand recognition
a customer can mention a brand when asked
62
passive brand recognition
a customer can recognise a logo when shown
63
consumer roles
initiator influential decision maker buyer
64
Internal communication
sending message from sender to receiver who are part of the same organisation
65
types of internal information
``` task information management information human resources information motivational information project information ```
66
Looping model
explaining listening giving feedback
67
Parallel communication
communication trough additional media directed to all employees at the same time
68
vertical communication
management speaks to middle management
69
diagonal communication
middel management communicates with employees of another department
70
formal communication
all forms of communication via a fixed communication structure
71
informal communication
all forms of communication that do not go through fixed communication structure.
72
wheel model
completely decentralised network where all members are equal
73
circle model
fully centralised network where 1 member has the power
74
chain model
moderately centralised network where few members are make decisions
75
y network model
partly centralised netwerk where 1 member is central
76
Media concentration
the degree to which the largest companies control production
77
horizontal concentration
merger of 2 newspapers
78
vertical concentration
merger of a tv broadcasting channel and a tv production channel
79
cross media concentration
merger of a TV broadcasting channel and a newspaper
80
Media plan 6x
1. media objective 2. preliminary media budget 3. media strategy 4. media tactics 5. final media budget 6. schedule of media placements
81
passive press relations
organizations wait until the press approaches them
82
active press relations
offering news and images proactively to the press
83
internal pacing
reader can choose his own speed for receiving the message
84
external pacing
media have their own speed

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