Exploring corporate communications
by Chris Fill
Running time: 1 hr 08 mins
Using the Corporate Reputation Framework as the central element for this lecture, this video
presents some of the issues associated with managing corporate reputation through corporate communication.
Following an introduction to the framework, the lecture considers some of the fundamental aspects of corporate identity
and branding, before exploring the elements that make up the Corporate Identity Mix.
The video also explains how Message Framing, Reputational Platforms and Storytelling can be an integral part of
corporate communication.
Topics included:
- Intro to corporate communication class
- The corporate reputation framework
- Principles of corporate identity and branding
- Corporate personality
- Corporate identity
- Concepts and issues in corporate communication
- The identity mix
- Forms of corporate communication
- Storytelling categories
- Reputational platforms
- Associations through branding
- The range of corporate communication