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Public Relationship (Integrated Communication (Approaches to Integration,…

- - - - Corporate Identity
      - Corporate image
        
        The immediate set of associations of an individual in response to one or more signals or messages from or about a particular organization at a single point in time
      - Corporate reputation
    - - Stakeholder
        
        横: Impact of the Stakeholders on the activity of Bank Millennium Group
        从左到右 Low-Medium-High 横着是stakeholders对organization的影响
        
        纵: Impact of bank Millennium Group on the Stakeholders
        从下到上 Low-Medium-High 纵是organization对stakeholder的影响
        
        左下角: 最low 两边互相影响力都最小: student, Business organizations
        
        左上角: O 对 S 的影响大，S 对 O 的影响小
        
        中间: O对S, S对O都是medium
        
        右上角: 最High 两边的影响都很大: Employees, Customers, Shareholders
        
        右下角: S 对O 的影响大, O 对S 的影响小
  - - - Stakeholder roles - needs and overlap
        
        Sophisticated constituencies复杂的customer - changing expectations
        
        Demand for corporate social responsibility (CSR) and greater transparency
        
        Changes in legal and regulatory environment
        
        Competition - industry standards
    - - Greater amount of message clutter
        
        Audience fragmentation碎片化，到处都有customers，不集中
        
        Increased message effectiveness through consistency and reinforcement of core messages
        
        Complementarity互补性 of media and media cost inflation
        
        Media multiplication requires control of communication channels
        
        Technological advancements
    - - Improved efficiency
        
        Increased accountability提升责任
        
        Provision of strategic direction and purpose through consolidation
        通過合併提供戰略方向和目標
        
        Organizational positioning
        
        Organizational growth and complexity
  - - - 金字塔，little collaboration
    - - Less layers- allows collavoration
    - - No job-titles. Own boss完全没有金字塔
    - - combination of hierarchical and flat
    - - boss-less, teams form organicaly and freely collaborate as need-be随便自由按需要而组合
  - - - Focuses on activities such as writing communication materials, editing and / or rewritng for grammar and spelling
      - Tactically implements decisions made by others and not involved in strategic management
    - - Embraces elements of expert prescription, communication facilitation and problem solving process facilitation
      - Manager role enactment linked to strategic input into decision-making and related strategic contribution
  - - - Business schools vs communication/ journalism schools
    - - National and international PR and CC bodies
    - - Distinct framework
      - Code of conduct-ethical issues
      - Contribution to organisational bottom-line
- - - - 中间： Corporate Personality
        
        三个角： Behaviour, Communiation, Symbolism
    - - Monolithic
        单独的品牌
        
        Endorsed
        母公司，子公司
        
        Branded
        单独品牌但是他们是一伙的
    - - Visibility: Sponsorships, Celebrity endorsement
        
        Distinctiveness: Logo, innovation
        
        Authenticity: brand promise
        
        Transparency: Company news, CSR reports
        
        Consistency: Corporate culture
  - - - Purpose of organizations is tho make profits and their accountability is to themselves and shareholders
    - - 中间：Organization
        
        四面：Investors, Employees指向organisation, Suppliers指向organizatio指向 Customers
    - - Definition:
        Accountability extends to groups considered to be important for the continuity of the organization and the welfare of society
      - Change driven by
        
        The emergence and rise of activism行动主义
        
        Goverment becomes watchidog and rise of regulatory bodies
        
        Globalisation and increased competion ( consitency and differentiation)
        
        Media hostility and rise of citizen jounalism
        
        Increased suspicion怀疑 of buisiness practices
    - - 中间是organization
        
        四面八方双向指向organisation：Investors, employees, suppliers, customers, Governments, Political Groups, Communitities, Trade Associtations
    - - Any group or individual who can affect or is affected by the achievement of the organizaions's purpose and objectives
      - Persons or groups that have, or claim, ownership rights, or interests in a corporation and its activities, be they past, present, or future
    - - Power: Dormant stakeholer休眠的
      - Legitimacy: Discretionary Stakeholder自由裁权
      - Urgency: Demanding Stakeholder
      - 1&2: Power+ Legitimacy: Dominant
        
        2&3: Legi+Urgency: Dependent
        
        1&3: Urgency + Power: Dangerous
      - 所有的overlap是Definitive stakeholder