Page 34 - Corporate Communication

Cornelissen-01.qxd 10/11/2004 4:03 PM Page 25
Example: British Airways* ‘British Airways is aiming to set new industry standards in customer service and innovation, deliver the best financial performance and evolve from being an airline to a world travel business with the flexibility to stretch its brand into new business areas’ ‘To become the undisputed leader in world travel by ensuring that BA is the custo

The vocabulary of corporate communications

Overriding purpose in line with the values or expectations of The long-term aims and aspirations of the company for itself. (Precise) statement of aims or The ways or means in which the corpo- rate objectives are to be achieved and The profile and values The immediate set of meanings inferred by an individual in confrontation/ response to one or more sig

Definition stakeholders purpose put into effect communicated by an organization single point in time over time

Table 1.4 Concept Mission Vision/strategic intent Corporate objectives and goals Strategies Corporate identity Corporate image Corporate reputation