Mastering Corporate Image: The Role of Strategic Communication

Mastering Corporate Image: The Role of Strategic Communication

Learning Objective

At the end of the lesson, you will understand the role of communication in shaping corporate image and the limits and scope of the Director of Strategic Communication (DirCom).

What do you already know about corporate image and strategic communication?

Understanding Corporate Image

Corporate image refers to how a company is perceived by the public, including its reputation, values, and identity.

The Role of Communication

Communication serves as the guiding force behind corporate image, influencing how the organization is perceived by stakeholders.

Director of Strategic Communication

The DirCom is responsible for developing and implementing communication strategies that align with the organization's goals and values.

Scope of the DirCom

The DirCom has a broad scope, overseeing internal and external communication, crisis management, and branding strategies.

Challenges Faced by DirCom

DirComs often encounter challenges related to stakeholder management, maintaining brand consistency, and navigating digital communication landscapes.

Strategic Communication in Action

Examine real-world examples of companies that have successfully leveraged strategic communication to enhance their corporate image.

The DirCom's Impact

The DirCom's strategic decisions can significantly impact the organization's reputation, public perception, and overall success.

Write down 3 things you learned in this lesson.

Have students enter three things they learned in this lesson. With this they can indicate their own learning efficiency of this lesson.

Write down 2 things you want to know more about.

Here, students enter two things they would like to know more about. This not only increases involvement, but also gives them more ownership.

Ask 1 question about something you haven't quite understood yet.

The students indicate here (in question form) with which part of the material they still have difficulty. For the teacher, this not only provides insight into the extent to which the students understand/master the material, but also a good starting point for the next lesson.