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

- Cees B M Van Riel, et al
ISBN-10 1134335067 ISBN-13 9781134335060
25 Flashcards & Notes
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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.
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