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A snapshot of the summary - Essentials of Corporate Communication Implementing Practices for Effective Reputation Management
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1 What is Corporate Communication?
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Name three types of task-related communications within organizations.Management, marketing, and organizational communications.
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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.
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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
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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.
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What are the characteristics of identity: rooted in corporate culture?The shared beliefs and values of all organizational members.
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