Page 208 - Corporate Communication

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196 Glossary

Slogan Frequently repeated phrases that provide continuity in
messages and campaigns of a certain corporation, its
products or services
SMART objectives Objectives that are specific, measurable, achievable,
realistic and timely
SME Small to medium sized enterprise – variously defined:
according to one EU definition,it must employ under 250
people, have either a turnover of less than 40 million ¤ or
net balance sheet assets of less than 27 million ¤ and not
be more than 25% owned by a larger company
Socio-economic theory A branch of theory that considers organizations from
a societal and normative perspective alongside its eco-
nomic performance
SRI Socially responsible investment
Spin The attempt to manipulate the depiction of news or
events in the media through artful public relations –
often used with derogatory connotations
Sponsorship Specialized form of sales promotion where a company
will help fund an event or support a business venture in
return for publicity
Staff function An organizational function (e.g. communications) that
carries no direct executive power over the primary
operational process or responsibility for it, but that
fulfils an advisory role to other functions within the
organization
Stakeholder Any group or individual that can affect or is affected by
the achievement of the organization’s objectives
Stakeholder analysis A process of analysis aimed at identifying, prioritizing
and understanding stakeholders of an organization
Stakeholder audit A systematic survey of stakeholders to determine the
nature of the relationship, issues and possible reactions to
corporate actions
Stakeholder mapping An analytical tool whereby stakeholder groups are
identified and their relationship to the organization
becomes visually represented in a map
Strategic action The translation of the strategic intent or chosen strategic
option into action
Strategic analysis The process of characterizing, analysing and bench-
marking the position of an organization in its
environment
Strategic intent The possible courses of strategic actions open to an
organization (as informed by strategic analysis); often
articulated in corporate and marketing objectives
Strategic management A management function with an input into the strategic
function direction of the organization