What is the role of corporate communication in organizational culture?

Shaping and maintaining the organizational culture

Which of the following statements accurately reflects the traditional view of marketing and public relations?

Marketing focuses on product-related communication, while public relations deals with general news about the entire organization.

What describes a complementary relationship between marketing and public relations?

Public relations serves as a corrective for marketing decisions by bringing in other viewpoints and stakeholder expectations.

What is the importance of integration in marketing and public relations efforts?

Integration is crucial to ensure consistency in all communications and avoid conflicting messages.

Edward Freeman's definition of a stakeholder.

Any group or individual who can affect the purpose and objectives of an organization.

What approach do managers and communication practitioners take towards stakeholders?

Managers and communication practitioners analyze the influence and interest of stakeholders to identify their specific information needs.

How has the approach of communication practitioners towards stakeholders evolved in recent years?

Communication practitioners have shifted from managing stakeholders for the benefit of organizations to developing mutually supportive and lasting relationships.

Why is investing in the development of a corporate image considered strategically advantageous for organizations?

It helps stakeholders identify and recognize the organization, creating awareness and instilling confidence.

What is the relationship between corporate personality and corporate identity?

Corporate personality is the soul and culture of the organization, while corporate identity is its tangible projection.

What is the main difference between corporate identity and corporate personality?

Corporate identity focuses on the construction of an image for differentiation, while corporate personality is based on core values and deeper patterns of meaning.

What is the relationship between vision, culture, and image in an organization?

Vision represents senior management's aspirations, culture represents employees' values, and image represents stakeholders' perception.

What is the ideal starting point for the content of a communication strategy?

Organization-wide assessment of stakeholder perceptions and the organization's vision.

What is the purpose of themed messages in a communication strategy?

To highlight specific capabilities, strengths, or values of the organization.

What does the SMART acronym stand for in the context of communication objectives?

Specific, Measurable, Actionable, Realistic, Timely

What is a target audience in the context of communication programs or campaigns?

The specific segment of individuals within a stakeholder group that is the focus of a particular program or campaign.

Which of the following statements is true about message styles?

The choice of message style depends on the expectations of stakeholders.

Which criteria is important to consider when selecting media for a communication program or campaign?

Creative match of the medium with the message

What are the two broad types of reputation research?

Publicly syndicated rankings and company-specific reputation research

What is the difference between corporate image and corporate reputation?

Corporate image is the immediate mental picture of an organization, while corporate reputation evolves over time through consistent performance and effective communication.

From a corporate communication standpoint, media relations primarily involves:

Generating publicity through news media

What is the main idea behind agenda-setting theory?

News media shape public opinion through repeated coverage of certain issues.

What is the main focus of framing theory in communication?

Selecting and emphasizing key elements of information

How is a crisis defined in corporate communications?

An issue, or a consequence of an issue that threatens the existence of an organization

What defines an issue in the context of organizational reputation?

A matter of concern within society

How does employee communication impact organizational identification?

It enhances organizational identification when information is perceived as adequate and reliable.

CCO201 - MID-TERM flashcard Flashcards

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40 questions

Show all answers

1.

FLASHCARD QUESTION

Front

What best defines corporate communication?

Back

The communication within an organization

2.

FLASHCARD QUESTION

Front

Which of the following is NOT a key stakeholder group in corporate communication? Employees, Customers, Suppliers, Competitors

Back

Competitors

3.

FLASHCARD QUESTION

Front

What is the primary goal of corporate communication?

Back

To enhance brand reputation

4.

FLASHCARD QUESTION

Front

Which of the following is an example of internal communication?

Back

Emails sent among employees

5.

FLASHCARD QUESTION

Front

What does the term "corporate identity" refer to?

Back

The visual elements that represent a company

6.

FLASHCARD QUESTION

Front

Which communication channel is considered synchronous?

Back

Phone calls

7.

FLASHCARD QUESTION

Front

What is the purpose of crisis communication?

Back

To minimize the impact of a crisis on an organization

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