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Summary Chapter 1-7 Corporate Communication $6.10   Add to cart

Summary

Summary Chapter 1-7 Corporate Communication

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Summary from the book of Joep Cornelissen (Corporate Communication, A guide to theory and practice, 4th edition

Last document update: 8 year ago

Preview 4 out of 22  pages

  • November 10, 2015
  • November 10, 2015
  • 22
  • 2015/2016
  • Summary

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Available practice questions

Flashcards 20 Flashcards
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Some examples from this set of practice questions

1.

What is corporate reputation?

Answer: An individuals's collective representation of past images of an organization established over time.

2.

What are the three drivers for intergrated communication?

Answer: 1. Market and environmental based drivers 2. Communication based drivers 3. Organizational drivers

3.

How is the stakeholder salience model measured?

Answer: By power, legitimacy and urgency

4.

What is the use of the power-interest matrix?

Answer: Categorize stakeholders on the basis of their power and interest in the organization

5.

Define stakeholders?

Answer: Any group or individual who can affect or is affected by the achievement of the organizations's objectives

6.

What does corporate identity consist of?

Answer: Symbolism, communication and behaviour

7.

What are the 3 types of corporate branding?

Answer: 1. Monolithic identity 2. Branded identity 3. Endorsed identity

8.

What is an image-culture gap?

Answer: Misalignment between organization's image and behaviour

9.

What is the relation between corporate strategy and communication strategy?

Answer: The communication programs need to support the corporate objectives

10.

Name the 5 different message styles?

Answer: 1. Rational message style 2. Symbolic association style 3. Emotional message style 4. Generic message style 5. Pre-emptive message style

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