Page 217 - Corporate Communication

Cornelissen-Index.qxd 10/9/2004 9:06 AM Page 205

Index 205

Schultz, H., 80–1 strategic management perspective, 20–8
secondary stakeholders, 62 strategic options
selective attention, 195 evaluation and selection of, 112–13
selective distortion, 195 generation of, 111–12
selective exposure, 195 see also strategic choice
selective perception, 195 strategy
sender, 195 concept of, 24, 25, 96, 197
senior management see executive/senior general perspectives, 96–8
management see also communications strategy; corporate
share of voice, 195 strategy
shareholder value, 195 strategy formation, paradigms of, 96, 97
Shell, 49–50, 79, 111, 114 structural-functionalist theory, 147
skills, 19, 162–3, 163–4, 171, 195 structure see organization of communications
slogans, 196 surveys, 76, 78, 87
small businesses, 138–9, 146, 149 Sustainability, 66
SMART objectives, 196 sustainable development, 50,63
SME (small to medium enterprise), 196 SWOT analysis, 106, 197
Smith, G.D., 119 symbolism, 15, 17, 117–18
social responsibility see corporate social symmetrical communication, 38, 39, 197
responsibility systems theory, 18
socio-economic dynamics, 33, 36,37
socio-economic theory, 58, 60, 196 tactics, 113–14, 197
Sony, 39,72 target audience, 197
spin, 196 target market, 197
sponsorship, 196 targeting, 197
SRI (socially responsible investment), 196 TAT (Thematic Apperception Test), 197
staff function, 128, 135, 196 teams, 143–4, 197
stake, concept of, 61–3 technicians see communications technicians
stake-holding, concept of, 61–3 Telefonica, 146
stakeholder analysis, 107–10, 196 telemarketing, 197
stakeholder audit, 196 theory
stakeholder management model, 48, 58–61 intersection with practice, 11–16, 169–70
and CSR, 63–7 perspectives on corporate communications,
and identity, 68–70 16, 17–18
Shell and BP case study, 49–52 Thorsen, E., 131
stakeholder mapping, 107, 108–10, 196 through-the-line, 46, 197
stakeholder perspective, rise of, 57–8 tracking, 115–18, 197
stakeholders trademark, 197
concept of, 23, 24, 26, 61–3, 196 training, 10, 19–20, 143, 167–8
defining audience, 114 transparency, 79–80, 197
information for, 67–8 triple bottom line, 65, 197
integrated approach to, 43 Troy, K., 137
opinions of, 78, 83, 84, 85–7
Starbucks, 39, 80–1 UN World Summit for Sustainable
Steiner, G.A., 97 Development, 63
strategic action, 113–15, 196 unintentional communication, 197
strategic analysis, 104–10, 196 urgency, of stakeholders, 107, 108
strategic approach, 45, 119–21 USP (unique selling proposition), 197
strategic choice
identifying bases of, 111, 113 value of communications, 121, 180–1
see also strategic options value recognition, 121, 198
strategic intent, 24, 25, 110–13, 196 values of organizations, 73–8, 87
strategic management, 21–2 Van der Meiden,A., 39
see also stakeholder management model Van Leuven, J., 148
strategic management function, 22–3, 47, 100, Van Riel, C.B.M., 21, 139
101–2, 178–9, 196 Vanderbilt,W.H., 34