Corporate communication Chapter 5 Exam Questions and Answers Graded A+
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Corporate communication Chapter 5
Institution
Corporate Communication Chapter 5
Corporate communication Chapter 5 Exam Questions and Answers Graded A+
Environmental Scanning - Answers The Process whereby the environment of an organization is continuously scanned for issues and trends usually in relation to important stakeholder groups
Preemptive message style - Answers Defin...
Corporate communication Chapter 5 Exam Questions and Answers Graded A+
Environmental Scanning - Answers The Process whereby the environment of an organization is
continuously scanned for issues and trends usually in relation to important stakeholder groups
Preemptive message style - Answers Definition: A generic claim that suggests superiority.
Conditions: Changing industry allowing a company to take a position on an issue connected to that
industry
Content: Claim of industry wide leadership on a relevant issue or capability
Communication strategy - Answers The general set of communication objectives and related
communication programs or tactics chosen by an organization in order to support the corporate strategy
of the organisation
Rational message style - Answers Definition: Superiority claim based upon actual accomplishments or
delivered benefits by the organization
Conditions: Most useful when point of difference cannot be readily matched by competitors
Content: Informational in the form of a claim that is supported with information as the grounds for the
claim
Symbolic Association Message style - Answers Definition: Claims based on psychological differentiation
through symbolic association
Conditions: best for homogeneous organizations where differences are difficult to develop or easily
duplicated of for messages around areas such as CSR or social capital that are difficult to communicate
in concrete and rational terms
Content: transformational in the form of endowing the organization with a particular image through
association with culturally shared and recognized values or symbols
Emotional Message style - Answers Definition: attempts to provoke involvement and positive reactions
through a reference to positive (or negative) emotions
Conditions: effective use depends on the perceived authenticity of the professed emotion and on the
relevance of the emotion to stakeholders
Content: appeals to specific positive or negative emotions
Generic Message style - Answers Definition: A straight claim about industry or cause with no assertion of
superiority
Conditions: Monopoly or extreme dominance of industry
Content: General Claim
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