Page 196 - Corporate Communication

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184 Glossary

Business plan A strategic document showing cash flow, forecasts and
direction of a company
Business strategy The means by which a business works towards achieving
its stated aims
Business-to-business Relating to the sale of a product for any use other than
personal consumption. The buyer may be a manufac-
turer, a reseller, a government body, a non-profit-making
institution or any organization other than an ultimate
consumer
Business-to-consumer Relating to the sale of a product for personal consump-
tion. The buyer may be an individual, family or other
group, buying to use the product themselves, or for end
use by another individual
Buzz Media and public attention given to a company, its prod-
ucts or services
Centralization Bringing tasks and/or activities together as the responsi-
bility of one person or department in an organization
CEO Chief executive officer
Certification A formal test or document attesting the quality of some-
one’s professional conduct
Channels The methods and media used by a company to commu-
nicate and interact with its stakeholders
Channel noise Confusion caused by too many messages trying to be
delivered at one time
Clutter The total number of message competing for attention of
the audience; usually mentioned in the context of exces-
sive amounts of communications
Cob-web method A technique whereby individuals rate an organization on
a number of selected attributes, which are then visually
represented in the form of a wheel or web with eight or
more scaled dimensions
Code of ethics A professional code prescribing certain ethical principles
and good practice
Communications The internal and external communications techniques
and media that are used towards internal and external
groups
Communications audit A systematic survey of members of a target audience
(often members of the media or potential customers) to
determine awareness of or reaction to a product, service
or company
Communications A practitioner acting as a liaison, mediator or interpreter
facilitator between the organization and its stakeholders
Communications strategy The general set of communications objectives and
related communications programmes or tactics chosen
by an organization in order to support the corporate
and/or market strategies of the organization