Corporate Communication

Exam
Business communication:
- Managerial (MC)
Ex:
● Communicating with groups
● Managing meetings and teams
● Presentations

- Corporate (CC)
Ex:
● Stakeholder management and communication
● Corporate identity, branding, corporate reputation
● Communication strategy and strategic planning

- Intercultural business (IBC)

Ex:
● Advertising
● Tourism

- Applied organizational (AO)

Ex:
● Verbal communication
● Nonverbal communication
● Networks and channels
Dunning-Kruger Effect
People = incompetent /les expertise in a particular
domain => more competent - they really are

Elizabeth Netwon
Others - not same level of insight/understanding
-> communicator
People -overestimate – understood by others

Intercultural business
Communication:
Social customs
Family life
Housing, clothing and food
Class structure
Political patterns
Religion and folk beliefs
Economic institutions
Value systems
Erin Meyer: The Culture Map
Communicating:
1. Low-context
 Communication – precise (Germany, Netherlands)

2. High-context
 Between the lines (Japan, China)
Evaluating (negative feedback)
1. Direct
 Honest/in front of the Group (Norway, Germany)

2. Indirect
 Diplomaticaly/Private (Korea, China)
Persuading
1. Principles
 Facts/Opinion (Spain, Italy)

2. Applications
 Own Theory (UK, US)
Leading
1. Egalitarian
 Everyone = equal/doesn`t matter if u are boss or not
(Netherland, Sweden)
 2. Hierarchical => boss (India, China)
 boss (India, China)
Deciding
1. Consensual
 Groups (Germany, Japan)

2. Top-down
 Individuals (China)
Trusting
1. Task-based
 Business activities (US, UK)

2. Relationship-based
 Meals together (Spain, China)
Disagreeing
1. Confrontational
 Positive (Spain, Italy)

2. Avoids confrontation
 Negative (Japan, China)
Scheduling
1. Linear-time
 One task at a time (Germany, Sweden)

2. Flexible-time
 Work on multiple tasks (Mexico, Brazil)
Outgoing/informal vs private/reserved
Live to work vs work to live
Order vs flexibility
Hierarchical vs democratic
Loose time vs strict time
Formality in names vs informality in names
Expressive body language vs restrained body language
Large personal space vs close
personal space
Self-determination vs fatalistic
Personal fulfilment vs group
fulfilment
Merit vs standing
Welcoming risk vs avoiding risk
Innovative vs traditional
Open disagreement vs disagreement in public
Multi-tasking vs linear tasking
Lunch is a snack vs lunch is a pleasure
Pride in your country vs foreign is best
 Fons Trompenaars
Universalism vs. Particularism
1. Universalist => rules and laws
2. Particularist - context and circumstances

Individualism vs. Communitarianism

1. Individualist = individual freedom and autonomy
2. Communitarian => group -harmony and cooperation

Neutral vs. Emotional

1. Neutral = calm demeanor
2. Emotional = feelings -openly

Specific vs. Diffuse

1. Specific - work and personal life -> separate
2. Diffuse => whole
Achievement vs. Ascription
1. Achievement = earned status and individual merit
2. Ascription – factors: age, gender => status

Sequential vs. Synchronic

1. Sequential cultures - tasks one at a time =>
deadlines
2. Synchronic -flexible/multiple tasks simultaneously

Internal vs. External Control

1. Internal => Individuals t impact -destiny
2. External -influence -> external factors

Time Orientation
1. Past-oriented focus
2. Present
3. Future planning
 Richard D Lewis´s Model

1. Linear-Active Cultures: (United States and Germany)

- task-oriented
- direct
- value efficiency
- communication = explicit
- focus - things done quickly + effectively

2. Multi-Active Cultures: (Latin America and Asia)

- prioritize relationships and interpersonal connections.

- communication = expressive

- f2f interactions

3. Reactive Cultures: (Japan and China)

- harmony, respect, and indirect communication
- more reserved
- communication = non-verbal cues and context
 Geert Hofstede
Hierarchical or egalitarian? Individualistic or collectivistic? Masculine
or feminine? Cautious or risk-taking? Your country?

Power Distance (PDI)

 extent - society ->accepts and expects:
hierarchical structures and power inequality

- High score => significant power distance

hierarchy = respected and authority = unquestioned
- Low score => lower power distance
egalitarian approach - power and authority

Individualism vs. Collectivism (IDV)

- High individualism - individual achievement

- High collectivism - group harmony and interdependence

Masculinity vs. Femininity (MAS)

- High masculinity -competitiveness and achievement
- High femininity - cooperation and quality of life

Uncertainty Avoidance (UAI)

- High uncertainty - rules and order
- Low uncertainty - open -> uncertainty and risk
Long-Term Orientation vs. Short-Term Orientation (LTO)
- High LTO - long-term planning, persistence
- Low LTO - short-term goals and immediate gratification
Internal communication audit
1. Define Objectives and Scope
2. Assemble a Team
3. Identify Key Stakeholders
4. Select Audit Methods
5. Develop Audit Tools
6. Collect Data
7. Analyze Data
8. Set Priorities
9. Recommend Solutions
10. Present Findings
11. Monitor and Evaluate
12. Communicate Progress
13. Repeat Regularly

Internal corporate communication audit

= systematic research method - recognize the current condition
of internal and external communications - an organization

What is your message? Who is your target audience? What

information does your audience need? How will the message be
delivered? How will you gauge the success of your communication
strategy?
SWOT analysis
● Strengths: employees are happy
● Weaknesses: delivering the messages = poor
● (Opportunities) (Internal vs external communication)
● (Threats)
 Net Promoter Score
1. Promoters (score 9-10): Highly satisfied customers
- recommend the company

2. Passives (score 7-8): Satisfied customers

- do not promote actively

3. Detractors (score 0-6): Dissatisfied customers

- harm the company's reputation through negative word

Grice´s Cooperative Principles

1. Maxim of Quantity: Be as informative as is needed, but not more.
2. Maxim of Quality: Do not provide false or misleading information
3. Maxim of Relation/Relevance: Be relevant in your contributions

4. Maxim of Manner: Avoid ambiguity and be clear in your expression