Corporative AND Institutional Communication PDF

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CORPORATIVE AND INSTITUTIONAL COMMUNICATION Chapter 1. Defining communication

Summary:     

Difficulties to define communication A communication definition Features of communication Elements of the communication process Communication models

Difficulties to define communication. Omnipresent phenomenon Human phenomenon Multifaceted phenomenon -> Definitions coming different disciplines – psychology, sociology, anthropology.

B. Aubrey Fisher states (1978): “Few people disagree, broadly speaking, on the identity of the phenomenon called communication. But many will disagree on the crucial properties that constitute the phenomenon”

Dance and Larson in 1976 found 126 different definitions of communication. Same phenomenon, different perspectives. For example: a car would be interpreted like this:  Environmentalist: a polluting machine  Commuter: mean of transportation  Mechanic: finely-tuned mechanism consisting of an engine, brakes…

Different definitions. Passing on ideas, information and attitudes from person to person In the context of the industrial revolution:  “line or channel from place to place”, based on the physical object.  “a support helping to pass ideas, information and attitudes from person to person”. Context: Advent of electric telegraph, steam printing, photography, wireless, film… based on the medium.

Everything is communication. Some scholars argue that any kind of relation can be considered as communication. Communication consists of mere contact, between people, animals, objects…  The main disadvantage of this definition is that it is so open. 1

Communication, a human phenomenon. For some scholars, communication is defined as a human phenomenon, resulting from free actions and complex thoughts that are transmitted to “the other. Martin Algarra: “Communication is a particular way of sharing without losing”.  The content we share is non-material, therefore, easily to share without losing anything  Share, implies that there is an existing “other” to whom you share this information  Communication is symbolic, non-material, easily shared without losing anything

Communication needs intention. Some scholars consider that to be defined as communication, communication needs an intention: communication should be oriented towards a meaning. In corporate communication anything is never unintended; so basically, communication always needs an intention. (This is the good definition of communication).

Five features of communication. “Every communicative action is a particular way of sharing without losing”: 1. Human (communication is something exclusively human) 2. Social (the sender and the receiver both participate in the communication process) 3. Referential (the sender and the receiver need to be on “the same page (time, space, cultural background)” in order that the communication works and succeed). 4. Complex (the sender chooses how the message is going to be send and the receiver chooses how the message is going to be understood) (communication is a process, not lineal) (when the listener has properly understood the message, the intention of the receiver have impacted, so it has been a successful communication). The three impacts are:  Transmitting knowledge  Generating feeling  Provoking an action 5. Temporal, how brands use timing (usually communication take place in a lineal time this implies that the communication has its own timing). Communication can be verbal, nonverbal and symbolic. Elements of the communication process. Are the essential elements in the communication  Subjective elements: these ones are the sender and the receiver; it to say, the subjects of the communication.  Objective elements: the message itself,  Practical elements: Subjective elements: US The action of the communication is defined as the subjective elements of the communication process. Can act as emitters or receivers of the communication. Situated agents: they exist in a specific context, in a particular space and time that have an impact on the success or the failure of the communication. ·Example: burping right after a meal is symbol of satisfaction while in Europe means rudeness.

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Objective elements: the message (the referent). They are 3 dimensions Dimension 1: The referent itself, the content Dimension 2: How the referent is perceived by the “other”. The interpretation. Dimension 3: The vehicle of the communication, for example de channel. Practical elements: encoding and decoding the message ·Practical elements are those that enables de expression and interpretation of the message. ·Emitter of the communication > encodes what he wants to express, using verbal communication, non-verbal communication. ·Receiver of the communication > decodes according to its values, culture, context. ·Codification and decodification may happen in the linear time or not. The practical elements take planes in the “inner place”. Practical elements “Communication take place when what is expressed is understood, when isolation is overcome, and integration happens” (Martín Algarra) Kenneth Burke (1989) defined this elements and communication as the scene. Communication can be verbal, nonverbal and symbolic. An overarching communication model (In the perfect world) Communication model FOTO the temperature of the earth increased by 1C. Examples (exempla) > the climate is changing: floods, huracanes… Authority (sententia) > according the scientific community… Logical (argumenta) > if climate changes exits, we have to fight against. Classical rhetoric strategy: delectare, docere, movere. What usually appeals: ethos, logos, pathos. Peroratio: it summarizes the previous argumentation and makes a final address to the public, trying to move their feelings and earn their sympathy. Classical rhetoric strategy: movere. What usually appeals: pathos. The process of speech writing. Steps. Define the objective: “In writing a speech, you have two objectives: Making a good impression and leaving your audience with two or three takeaways. The rest is just entertainment”. Jeff Schmitt expert. Get an understanding of the environment: who is my audience, why are they here, what are their expectations, physical environment. Collect material/data Think of the structure and define a tittle (even if it is not the final one) Write the speech Train Evaluate the impact Hands-on tips for speech writing. Have a structure: audiences expect two things from a speaker: A path and destination. They want to know where you are going and why. So set the expectations near your opening and what you´ll be covering. As you write, revise, focus on structuring and simplifying. Don´t waste the opening: use the precious minutes of full attention to share a shocking fact, to tell a humorous anecdote that will help to introduce your idea… and end strong: the end is what the audience will finally retain. Be memorable: Many times, an audience may only remember a single line. Condense your theme into 15-20 word epigram and build everything around it. Repeat: in writing a speech, repetition is key for leaving a specific impression. Use a language tailored to your audience: significant increase/discernible upward trend VS sharp rise/increase. Humanize yourself: you and your message are one-and-the-same. If your audience doesn´t buy into you, they´ll resist your message too. Use transitions and silence: use transitional phrases to signal the intent. For example: take a rhetorical question like: what does it mean? And follow it with a pause. Silence gets attention. And this tactic creates anticipation. Similarly, a phrase like “so here´s the lesson” also capture´s an audience interest. 7

The process of delivering a speech. Prepare, rehearse and rehearse again and… Smile (for a better impression). Posture (Straight, do not support on the stand). Eye contact (Maintain three points of visual reference). Animation (Enthusiasm and energy is transmitted to the public). -

Kinetics (motion with some restraint).

2016: the year of anti-rhetoric ·Changes in politics (Brexit and Trump) ·Change in the language of politics Brexit Remainers Take back control Better together Trump Clinton Make America great again Stronger in The new audience-shaping is about defining an “us” and a “them Anti-rhetoric, a definition ·Is the act of discrediting an opponent´s use of language by characterizing it as rhetoric, with the implication that eloquent language is inherently meaningless. ·The opposite of rhetoric, a blunt talk, without artifice. Trump´s anti-rhetoric style ·Fragmented sentences ·Conversational style ·Metalinguistic or metadiscursive expression ·Trump´s oratory may not have been sophisticated but it was effective Anti-rhetoric: what for? “Being anti-rhetoric is, finally, just another rhetorical strategy. Rhetoric is what the other guy is doing -whereas you, you´re just speaking the plain truth as you see it” (Sam Leith)

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Chapter 2.1 effective communication

Summary    

Definition of effective communication Constraints for an effective communication Golden rules for an effective communication Non-verbal communication

What does effective communication mean? the communication that meets your communication objectives: informational, attitudinal or behavioral change. Constraints for an effective communication  

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Limited attention Some of the features associated to communication: ·communication is human and complex ·communication is social > resistance from the audience, not willingness to listen. Other problem and solutions: Problem

Solution

Lack of interest

Know the environment, define what makes your audience to react.

Bridging the gap from information to understanding

-Imitate the language of the audience -Imitate the communication format your audience is used to -Imitate the way the audience understand things > Examples: communication style to be applied with engineers or journalists. -Imitate the way the audience dress

Golden rules for effective communication    

Goal, INTENTION Avoid any interfering element Unity (message, visual, colors) Limited number of elements that can be memorized by your audience.

Concepts applied to the marketing world to effective communication   

Unique selling proposition (Rosser Reeves) Use positive expressions (David Ogilvy) Visualization in a single glance

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7 Basic criteria for verbal communication results, by Jean-Michel Lefevre. 1. 2. 3. 4. 5. 6. 7.

Address to someone Clear the result you want to obtain Define your topic accurately, frame it Acknowledge the obstacles and adapts your communication to the context. Ise the adequate tools: IT, screens Trust in phycology Measure using specific Key Performance Indicators, KPls

Non-verbal communication (NVC), a must in an effective communication Definition: is the nonverbal transmission of information through visual, auditory, tactile and physical channels. S: smile, P: posture, E: eye-contact, A: animation, k: kinesics =SPEAK Nvc accounts for the 60%-70%!! Of the human communication. Nvc: what is consists of?      

Use of the body language (kinesics) Distance (proxemics) Touch (haptics) Voice (paralanguage) Physical environments/appearance Symbols

Symbolic communication ·A symbol is a visual image or sign representing an idea that is commonly accepted. ·Relevance of reference and culture.

Chapter 3. Corporate and institutional communication. 10

Index     

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History of institutional/corporate communication A definition of institutional/corporate communication Definition of advertising, marketing and public relations Key concept of institutional/corporate communication The strategic level: ·Corporate identity ·Corporate image The tactic level: corporate communication and events

Corporate/institutional communication “It is a broad and sometimes vague area that embraces several goals from the management of tangible values to the management of intangible values” José María Laporte Institutional communication an ancient phenomenon  

Julius Caesar, 100-44 b.c, Author of Gallic War and Civil Wae Coins, triumph arches, commemorative columns > symbols of power, communication of identity.

Dissemination of values and identity through symbols Aren´t logos a particular way of transmitting the views? Modern era  

1455 birth of Gutenberg’s printing press. 1631. Emergence of new papers, mainly about politics and trade ·La Gazzete, supported by Cardinal Richelieu and King Louis XIII ·7th July 1776, publication of the American independence declaration in the Pennsylvania Evening post ·Wider dissemination of information, ideas, attitudes and development of the public opinion.

“Institutional communication will constantly deal and be configured in relation with this phenomenon: public opinion” What for? Gain legitimacy Contemporary era   

19th century. Industrial revolution Birth of telegraph, radio, stem printing press. Golden age of newspapers = power and influence. Press tycoons: Pulitzer and Randolph Hearts.

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20th century Early 20´s the golden age of radio 11

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Radio as a persuasion tool. i.e Roosevelt fireside chats Concerns about the media influence over citizens Walter Lippman (1922) “The public Opinion”

Contemporary era: 20th and 21st centuries 

50´s and 60´s ·Advent and popularization of TV ·1960. 1st presidential debate. Kennedy VS Nixon followed by 70 million of Americans.

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90´s and first decades of the 21st century ·Popularization of internet ·Integration of sound, image within one single support (Rich media) ·Two ways communication ·Social media ·Live communication

Chapter 4. Defining institutional/corporate communication

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Early decades of the 20th century! Development of marketing, institutional communication, advertising.

Fist decades of the 20th century: trust and reputation   

Advent of the public relations office, most of them related to the railway industry. Institutional communication and public relations are synonyms (lvy LEE, 1916) “Public relations are advertising for trust. Information and the creation of attention were understood to build trust towards and organization and to dram the attention of the media to their products and images” (Sriramesh, K.& Vercic, D)

Mid-20th century, an utilitarian vision  

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Bernays defines it as the engineering of consent, in 1955 he wrote the book “the engineering of consent”. “any person or organization depends ultimately on public approval, and is therefore faced with the problem of engineering the public´s consent to a program or goal” (Bernays) Hill, Knowlton and Whitaker coined the concept of corporate communication

Institutional communication    

Communication: it is intention (ch.1) Examples: build trust or gain legitimacy Institutional: everything related to an institution Institutions are situated agent: within a social context and other with other actors Institutional communication, a complex process. It must take into account: ·Nature of the institution ·Socio-economic context

A 21st century definition of institutional communication (1/2) “It is a communication action or strategy carried put in a planned way by an institution or its representatives targeting people or social groups from the areas where the institution operates. A 21st century definition of institutional communication (2/2) It is oriented towards establishing quality relations between the institution and its audiences and toward acquiring a reputation and a public image that suits organization´s purposes and activities “(Laporte, 2009, p.45). Why companies/institutions communicate?      

To increase sales of their services or products To raise awareness on its activities To gain legitimacy To build trust Strengthen relations with stakeholders To differentiate from the competitors/actors

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In the 21st century, is develop societies, consumers make their purchase decisions based on intangible values, that´s why companies and organizations invest to much in developing brands and communication strategies. They have to differentiate from their competitor.

Ads, marketing, institutional comms and public relations: overlapping disciplines? Marketing  Marketing deals with identifying and meeting human and social needs profitably. Kolter  Marketing I about turning a private or social need into a profitable business opportunity. Kolter “whether the marketer is Procter & Gamble, which notices that people feel overweight and want tasty but less fatty food and invents Olestra or IKEA, which notices that people want good furniture at a substantially lower price and created knockdown furniture, marketing is about meeting private and social needs profitably”   

60´s, mass marketing, based on the influence of the TV 70´s-80´s, segmented marketing 80´s as from now on, marketing is based on consumer needs, not in the product itself.

Advertising 

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An activity by which an organization invests money to show a message through a medium of communication, so as to persuade an audience to a specific behavior or attitude. Throughout years, advertising evolved from a product-based logic to a brand-based logic = “Brand management”.

Public relations 

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Management of the communication between an organization and the people on which its (economic) growth depends, especially the media, in order to increase its social acceptance. Very close to the concept of institutional/corporate communication.

Dealing with the concept overlapping The aim of corporate communication has been formulated as an ambition to break down the silos surrounding closely related communication disciplines and create a unifying framework that integrates public relations, organizational communication, marketing communication and other areas. Takeaways   

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20th century: institutional communication was considered part of public relations; related to big corporations, notably railway companies. Aim: build trust, legitimacy, persuade. Several reasons to communicate, one of the most important is differentiation, based on the fact that in developed societies, consumer´s choice plays an important role on sales. Definitions of marketing, advertising, public relations and institutional communication. Main idea: overlapping disciplines. 14

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Corporate communication and intend to break silos in order to manage the image of an organization and to manage stakeholders’ relations to gain trust and legitimacy.

Key concepts of corporate communication   

Corporate identity Corporate image Corporate reputation

Defining corporate identity: different approaches    

Short version: what an organization is. Organizational: “what the members of the organization think its organization is”, (Prince et all, 200) Visual identity: “Visual declaration of what a company is. This declaration reflects its self-perception”. (Selame and Selame, 1975) Communication: “Self-presentation and corporate behavior of the organization that is expressed internally and externally. Both the expression of self-presentation and corporate behavior are strategically planned by the company” (Brikigt and Stadler, 1986)

Defining the corporate identity: integrative definition Coherent and distinctive image of an organization that is communicated consistently with its stakeholders using symbolism, planned communication and corporate behavior. (Cornelissen and Elving, 2003) Dimen...