Read the summary and the most important questions on PRRM

• HC 1

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• What is the definition of coorporate communication?

  it is a management function that establishes a framework for all the internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholders.

• What is the history of PR?

  PR started when more soldiers were needed to defend the country. During the industrial revolution around 1900, it became a more structured concept.

• HC 2

• How does the coorporate strategy influence the PR and how does the PR influence the coorporate strategy?

  PR determines what should be said to minimize the damage. Also, PR know who the audience is and who you are addressing. The cooporate strategy has influence on PR because PR operate in the cultural framework of the organisation.

• What are the characterisitcs of a communication strategy?

  - it consists of a combination of planned and emerged processes 
  - it gives a general direction rather than specific descriptions
  - it is about the organisation and the environment

• Celebrity product: when doesnt it work?

  When the owner (celebrity) and the brand are connected, they influence each others reputation. So when the celebrity receives some bad publicity, this has negative consequences for the brand as well

• What is the difference between reputation and vision?

  reputation is how the company is perceived by the public. Vision is the way how the company should be perceived by the public in the future.

• One of the tools of communication strategy is the use of a program or campaign. How do you set up a campaign or program? (7steps)

  1. strategic intent
  2. define communication objectives: 
  3. identify and prioritize audience: target audience matrix
  4. identify themed message: messages that relate to the strengths of an organisation
  5. develop message styles: themes are translated into message styles that communicate the claim about the strengths of a company 
  6. develop a media strategy
  7. prepare a budget

• HC 3

  This is a preview. There are 6 more flashcards available for chapter 03/12/2017
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• What is the difference between primary and secondary stakeholder?

  primary stakeholders: the company would not excist without these stakeholders
  secondary stakeholders: stakeholders that do not have a financial relationship with the organisation but have some relationship with the organisation

• What does the shareholder value perspective say (Milton Friedman)? (input output model)

  Companies should only focus on making profit. The government should focus on fixing social problems. When the company makes a lot of money, share holders are happy en so the entire society is happy.

• What does the stakeholder value perspective say?

  Companies should not only focus on the financial part but they have a corporate social responsibility. By investing in society, they gain trust from their stakeholders and therefor they can make more profit.