Summary Essentials Of Corporate Communication Implementing Practices For Effective Reputation...

A snapshot of the summary - Essentials of Corporate Communication Implementing Practices for Effective Reputation Management Author: Cees B M Van Riel van Riel Cees Charles J Fombrun ISBN: 9781134335060

• 1 What is Corporate Communication?

• Name three types of task-related communications within organizations.

  Management, marketing, and organizational communications.
• Four reasons why all organizational levels rely on communication:

  1. develop a shared vision of the company;
  2. establish trust in the leadership;
  3. initiate and manage the change process;
  4. strengthen the identification of employees;
• Four characteristics of organizational communications:

  1. aimed at corporate audiences;
  2. have a long-term perspective;
  3. messages are more formalistic;
  4. mainly initiated by external parties;
• Responsibilities of corporal communication:

  1. corporate branding;
  2. minimize discrepancies between desired identity and brand features;
  3. indicate who should perform which communication tasks;
  4. formulate and execute effective procedures to facilitate decision-making about communication matters
  5. mobilize internal and external support behind objectives
• Corporate communication tools:

  1. Visual identity systems
  2. Integrated marketing communications
  3. Coordinating teams
  4. Communication planning system

• 2 From Communication to Reputation

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• Relationship between image and reputation (Fombrun, 1996)

  Reputation is a combination of: social image, financial image, product image, recruitment image.
• Three levels of information processing that affect people's impression of the company:

  1. primary (personal experience)
  2. secondary (what friends and colleagues say)
  3. tertiary (mass media information)
• Importance of strong reputation:

  • Fills information gap
  • Attract talent
  • Higher consumer prices for products
  • More investors for longer term
  • Improved, more media attention
  • More commitment employees
  • Improve the negotiation position

  

• 3 Creating identity and identification

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• What are the characteristics of identity: rooted in design?

  Visual expressions of identity, e.g. logos, house style, and uniforms.
• What are the characteristics of identity: rooted in corporate culture?

  The shared beliefs and values of all organizational members.