Mastering Corporate Image: Communication and Media Planning

Mastering Corporate Image: Communication and Media Planning

Learning Objective

At the end of the lesson, you will understand the importance of communication as the guiding principle of corporate image and learn the basics of media planning and communication audit.

What do you already know about corporate communication and media planning?

The Role of Communication in Corporate Image

Communication is crucial in shaping how a company is perceived by its stakeholders. It influences brand reputation, public perception, and relationships with customers and investors.

Elements of Corporate Communication

Corporate communication encompasses various elements such as public relations, marketing communication, internal communication, and crisis communication, all contributing to the overall image of the organization.

Media Planning Overview

Media planning involves determining the most effective way to deliver a message to the target audience. It includes selecting the right media channels, scheduling, and budget allocations.

The Communication Audit Process

A communication audit evaluates the effectiveness of an organization's communication strategies and tactics. It helps identify areas for improvement and ensures that communication efforts align with corporate goals.  It examines how well the communication channels are being used, identifies gaps, and suggests improvements.

The Communication Audit Process

Example: A company conducts a communication audit and discovers that their internal newsletters are not being read by employees. Based on this finding, they decide to switch to a more engaging format, such as video updates.

Strategic Communication Planning

Strategic communication planning involves setting clear objectives, identifying target audiences, crafting key messages, and selecting appropriate communication channels to achieve organizational goals.

Case Studies in Corporate Communication

Explore real-world examples of companies that have effectively managed their corporate image through strategic communication and media planning.

Interactive Exercise: Media Channel Selection

Engage in a group activity where students analyze a hypothetical scenario and choose the most suitable media channels to reach a specific target audience, considering factors such as reach, frequency, and cost.

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.