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Corporate Communication Map (CCM), (Landkarte der Unternehmenskommunikation)

Corporate Communication Map (CCM), (Landkarte der Unternehmenskommunikation)

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Published by Lars M. Heitmüller
Aim of this map is to provide a visual overview about the corporate communication, a kind of ‘Corporate Communication Framework’. Via mouse click on page 13, the map jumps to the embedded models and sources.

The Pre-Beta release is the result of an “experiment” conducted during the winter semester 2012/2013 of the Master of Arts in Business Communications Management program of Hochschule für Technik und Wirtschaft (University of Applied Sciences) in Berlin.

The Corporate Communication Map is meant as a living document. Therefore, we are happy about your feedback.


Aim of this map is to provide a visual overview about the corporate communication, a kind of ‘Corporate Communication Framework’. Via mouse click on page 13, the map jumps to the embedded models and sources.

The Pre-Beta release is the result of an “experiment” conducted during the winter semester 2012/2013 of the Master of Arts in Business Communications Management program of Hochschule für Technik und Wirtschaft (University of Applied Sciences) in Berlin.

The Corporate Communication Map is meant as a living document. Therefore, we are happy about your feedback.


More info:

Categories:Types, Maps
Published by: Lars M. Heitmüller on Mar 31, 2013
Copyright:Attribution Non-commercial

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07/02/2014

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 g en c  y 
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   E  v  a   l  u  a   t   i  o  n
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EffektLevel
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EconomicalAims
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PsychologicalAims (non-erconomical)
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TimeHorizon
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Tactical Aims
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Strategic Aims
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Cognitive Aims
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Conative Aims
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Affective Aims
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Short-term Aims
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Medium-term Aims
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Long-term Aims
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Level of Communication Aims
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CI
CC
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CD
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CP
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CB
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Institutional Identity
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Leitbild
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 VisionMission Values
 a s  s  S  t   a t   e gi   e s 
"
 O b  j   e c  t  i   e s 
 
CoreStory
 
   C  o  r  p  o  r  a   t  e   H   i  s   t  o  r  y
Past PresentFuture
   S   t  o  r  y   t  e   l   l   i  n  g
Strategic Apex
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CEO
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Operating Core
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Middle
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Line
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     T   e   c     h   n   o
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    S    t   r   u   c    t   u   r   e
time
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budget
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manpower
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intellectualproperty
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power
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network
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knowledge
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   R  e  s  s  o  u  r  c  e  s
Profile &
Personality
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Strategy
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Positioning
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BrandArchitecture
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Value
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Marketing
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increase in turnover
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Internal
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Stakeholder
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   U   S   P 
   S  a   l  e  s
Planning
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Positioning
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   B  r  a  n   d   (  s   )
Integration
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Arguments
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Messages
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   C  a  m  p  a   i  g  n
PublicRelations
Stability
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Issue Management
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Agenda Setting
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Archetypes
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Structure
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& Elements
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   M  e  a  s  u  r  e   I   d  e  a  s
   D   i  a   l  o  g  u  e
 e ai   o
Product
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Promotion
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Price
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Place
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Personnel
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Process
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Physical
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   P  o  w  e  r   b  a   l  a  n  c  e
i   s  t   eni  n g
Extroversion
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Neuroticism
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openness toexperience
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agreeable-
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ness
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conscientious-ness
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 Unf   e e eM o eR ef   e e e
Organizing Change
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   E   t   h   i  c  s
CorporateCommunication Map
Lars M. Heitmüller et al., (2013)
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Version Pre-Beta 1.0
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Roles
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Shareholder vs.Stakeholderorientation
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Networks
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Channels
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   M  e   d   i  a
I  n t   en al   C  omm uni   c  a t  i   on
News values
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Recentness
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Proximity
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Importness
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Big names
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Oddity
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Controversity
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Etc.
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media systems
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media institutions
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media statements
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media actors
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media effects
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Gatekeeper
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Needs
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Interests
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Values
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Mindset
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Point of view
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Roles
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Behaviour
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Technology
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Environment
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EnvironmentalOrganisations
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Legal
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Court
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Economics
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Shareholder
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Competitors
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Politics
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NGOs
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Government
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Social
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Organisations
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ExternalStakeholder
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Alliances
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Partners
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ScientificInstitutions
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Forms TypesStructureRolesCharacteristics
Target Groups
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Milieus
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   N  e   t  w  o  r   k   A  n  a   l  y  s   i  s
   I  n   d   i  v   i   d  u  a   l   S   t  a   k  e   h  o   l   d  e  r
Description
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Segmentation
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Analysis ofrelevant groups
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long
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short
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Axioms
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Stabilities
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Trends
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Styles
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Public Agenda
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IssueCurve
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forecast
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Frame
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SituationalPublics
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 AGENCIES
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Competences
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Strategical
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Organizational
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Emotional
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Competitive Advantage
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Core Assets
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Additionalbenefits
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Solutions
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Motives foremployingagencies
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Expectations
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   P  e  r  s  o  n  a   l   i  y   t  r  a   i   t  s   i  n   d   i  v   i   d  u  a   l  e  m  p   l  o  y  e  e
Corporate
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Imagery
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Image
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Corporate
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Credit
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Sales
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Sucess
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Profit
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Decision
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Involvement
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   P  e  r   i  o   d  o   f   t   i  m  e
Effect of communication
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cognitive change
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affective change
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shortterm
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long
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term
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conative change
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perception
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conscious
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unconscious
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    O  u   t   fl  o  w
Communication
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Controlling
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   O  u   t  c  o  m  e   I  n  p  u   t   O  u   t  p  u   t
Organization
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Media
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Stakeholder
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Org
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PerformanceIndicators
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Institution
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   P  u   b   l   i  c  s   I  n  s   i   d  e
forecast
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Crisis Prevention
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Crisis Management
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CORPORATECOMMUNI-CATIONMAP
Version Pre-Beta 1.0
 
Preface
March,2013
Makingcommunica6onstheoriesapplicable
Theore6calapproachestocorporatecommunica6onsareversa6le–thefieldappearstobedividedintodifferentschools,perspec6vesandlanguageareas.Aimofthismapistofillagap.Ina6meinwhichincorporatecommunica6ons“keywordsandnewterms…(…)….arealmostinfla6onarycirculated”(Mast,2010)thefollowingworkisanaempttoorganizetheBabylonianjumbleoftermswithinthefieldofcorporatecommunica6onbycrea6ngavisualsummary,a‘corporatecommunica6onframework’.Itprovidesanoverviewandcontextualizestheoriesinrela6ontoanother.Thiscorporatecommunica6onmapisanaempttoprovideacomprehensiveoverviewandisnavigableviamouseclicksinthepdf.Themodelsandsourcesareembeddedinthedocumentandleadvialinkstofurtherinforma6onontheinternet.However,itremainsalivingdocumentandopeninvita6onforfurtherdialogueanddelibera6on.Therefore,itneitherclaimstobecompletenorfinal.Itisdesignedtobeaconstantlydevelopingcommunica6onoverview.TheCorporateCommunica6onMap(CCM)shouldbeseenasanaviga6ontoolforthose,whoalreadyworkintheareaofcorporatecommunica6onsoraspiretodosoinfuture–avisualtoolboxforthecounselingprac6ce.Thepresentversionofthemapistheresultofan“experiment”conductedduringthewintersemester2012/2013oftheMasterofArtsinBusinessCommunica6onsManagementprogramofHochschulefürTechnikundWirtschaY(UniversityofAppliedSciences)inBerlin.TheideaandprototypeofthemapweredevelopedbyLarsM.HeitmüllerMAPRInt.,MBA,HeadofBusinessDevelopmentatfischerAppeltAG,whotaughtthecourse. ThefollowingMasterstudentscontributedtothecomposi6onoftheCorporateCommunica6onMap:RobinAhle,RobertDeutsch,PamelaHönniger,TobiasRaspe,Chris6anRietz,ElenaStarmühler,Sebas6anSchellenberger,DanielaVoigt-SchmidtandBiancaWeyer.SpecialthanksgoestoLarsFischer,SilviaGrätz,Prof.Dr.Dr.habil.ClaudiaMast,Prof.Dr.MiriamMeckel,Prof.Dr.StefanieMolthagen-Schnöring,Prof.DannyMossandAlexanderSchaperfortheiradviceandsupport.Thismapismeanttobethestartofadialogue–notitsend.Wearecurioustogetyourfeedback! Pleasesenditto:CCM@LMH.deorvisittheprojects’website hp://CCM.LMH.
Thankyouinadvance.
LarsM.Heitmülleretal.(2013),CorporateCommunica6onMap,VersionPre-Beta1.0
 
Stakeholder/ Publics/ 
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Target groups
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"""""
CorporateCommunication Map
Lars M. Heitmüller et al., (2013)
"
Institution
"
Version Pre-Beta 1.0
"
   P  u   b   l   i  c  s   I  n  s   i   d  e

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