Lecture 4 Flashcards
(42 cards)
What results came from the Edelman Trust Barometer (2025)?
-Business remains most trusted institution
-Most industry sectors remain trusted
-Scientists and teachers are trusted more than institutional leaders
What does “Corporate Reputation” mean?
How a company is perceived by its key stakeholders. Essentially it is the image or view that comes to mind when you hear a company’s name
What does “Corporate image” mean?
Short term perception of a company held by the public at a certain moment of time. It is quickly based and can change rapidly
What does “Corporate identity” mean?
Who the company says it is, based on values, mission and culture
What is the importance of Corporate Identity?
4 reasons
-Strategically projecting a particular positive image of the organization
-To build, maintain and protect strong reputation with stakeholders
-Leads to stakeholders accepting and supporting the organisation
-Gives organisations first-choice status with investors, customers, employees and other stakeholders.
What are the three advantages of corporate image investing?
- Distinctiveness
- Impact
- Consistency
Explain: distinctiveness as an advantage of Corporate Image investing
Stakeholders will recognize your organization and have a clear picture of who you are
Employees’ motivation will be raised by the strong image
Explain: Impact as an advantage of corporate image investing
A strong image may lead to the business being favoured over other businesses.
Being favoured may impact performance -> higher sales
Explain: Consistency as an advantage of corporate image investing
Consistency will avoid conflicting images and messages (and therefore keep the trust)
This is especially important as individuals have more than one stakeholder role
What are the three parts of corporate identity according to the Birkigt and Stadler Model of Coporate Identity
- Behaviour
- Communication
- Symbolism
Aligning identity. image and reputation.: For whom is the vision important?
Managers
Aligning identity, image and reputation:
For whom is the culture important?
Employees
Aligning identity, image and reputation:
For whom is the image important?
Stakeholders
Importance of alignment between: the organizational culture….
… as experienced by employees
Importance of alignment between: the corporate vision….
… as articulated by senior managers
Importance of alignment between: the corporate image…
… in the minds of external stakeholders
Explain the interface between vision and culture
-How are managers and employees aligned?
-Does the organisation practice the values it promotes?
-Does the organisation inspire all its subcultures?
-Are the organisations vision and culture sufficiently differentiated from its competitors?
Explain the interface between image and culture
-What are the gaps between perceptions of stakeholders and values of employees?
-What images do stakeholders associate with the organisation?
-In what ways do employees and stakeholders interact?
-Do employees care what stakeholders think?
Explain the interface between image and vision
-Is the direction of the management supported by stakeholders?
-Who are stakeholders?
-What do stakeholders want from the organisation?
-Is the organization effectively communicating its vision to its stakeholders?
What are ways to build trust in a company?
- Identify and engage key stakeholders
- Secure powerful and impactful media coverage
- Develop thought leadership opportunities to promote and enhance executive visibility
- Promote corporate brand by creating and leveraging social responsibility initiatives
- Manage issues and crisis situations as needed to protect the corporate brand
Stakeholder analysis: what are the three parts of the stakeholder salience model:
- Power
- Legitimacy
- Urgency
Define a crisis
A significant threat to operations that can have long-term negative consequences to the company or organisation involved
Define a disaster
An event that is sudden, seriously disrupts routines or systems and requires a new course of action to cope with disruption and poses a danger to values and social goals
Define a problem
All crises are problems, not all problems are crises. PR professionals should solve a problem before it becomes a crisis.
