Pertemuan 6 - Pengantar Corporate Communication - Muhammad Nur Ichsan, S.I.Kom., M.I.Kom

Summary

This lecture explores the core concepts of corporate identity, image, and reputation, emphasizing their role in shaping a company's public perception. It outlines how identity is formed through design, culture, and communication, and how it influences a company's image. The discussion extends to reputation, detailing how it evolves from identity and image and the ways it impacts business performance, such as attracting customers, investors, and talent. The lecturer highlights the importance of maintaining a positive reputation, particularly during crises, and how it serves as a strategic asset for long-term success.

Takeaways

• 😀 Corporate identity is the way a company defines itself to the public through design, culture, and communication strategies.
• 😀 Identity is the foundation of a company's image and reputation, and it should be consistent across various mediums and interactions.
• 😀 There are three main approaches to corporate identity: design, culture, and communication, each contributing to how a company is perceived.
• 😀 The 'identity mix' involves communication (both verbal and written), behavior (actions that reflect company values), and symbols (visual and auditory elements).
• 😀 Corporate image is shaped by the public's experiences and perceptions of a company, which can be ideal, current, expected, or multiple images depending on the audience.
• 😀 A positive corporate image is essential for building trust, loyalty, and a competitive advantage in the market.
• 😀 Corporate reputation is the cumulative result of a company’s identity and image over time, and it influences public trust and decision-making.
• 😀 A good reputation helps a company during crises by acting as a protective shield, and it attracts new business opportunities, investors, and talented employees.
• 😀 Companies should focus on building a 'good identity' first, which then forms the basis for cultivating a positive image and reputation.
• 😀 Reputation is a powerful factor in consumer decision-making, often more influential than product quality or price, with 9 out of 10 consumers prioritizing it when choosing between similar products.
• 😀 Managing corporate reputation is crucial for ensuring long-term success, as it directly impacts customer trust, investor relations, and public perception.

Q & A

What is corporate identity, and why is it important for a company?

Corporate identity refers to the way a company presents itself to its stakeholders, including its visual appearance, internal culture, and communication strategies. It is important because it helps define how the company is perceived by the public, both internally and externally, and influences the company's reputation and image.

What are the three main approaches to corporate identity?

The three main approaches to corporate identity are: 1) Design, which includes visual elements such as logos and office layouts; 2) Company culture, which represents the internal values and behaviors within the organization; 3) Communication, which involves how a company interacts with its external and internal stakeholders.

What is the 'identity mix' in corporate communication?

The 'identity mix' refers to the combination of different elements through which a company expresses its identity. These include verbal communication, behaviors that reflect the company culture, and symbols (such as logos and taglines) that convey the company's message to the public.

How does corporate behavior influence the perception of a company's identity?

Corporate behavior plays a critical role in shaping the public’s perception of a company's identity. The actions, decisions, and interactions of employees, as well as the overall company culture, communicate key messages about the company's values and ethos, influencing how it is viewed by stakeholders.

What are the four types of corporate image described in the lecture?

The four types of corporate image are: 1) Mirror image, based on external assumptions or perceptions about the company; 2) Current image, formed by the public's actual experiences and understanding of the company; 3) Desired image, the ideal representation the company wants to project to the public; and 4) Multiple image, which arises when different parts or representatives of the company present different images.

How can a positive corporate image benefit a company?

A positive corporate image can enhance a company's competitiveness, attract skilled executives, improve marketing effectiveness, and help during crisis management. It also fosters customer loyalty and trust, which ultimately contributes to the company's long-term success.

What is the relationship between corporate identity, corporate image, and corporate reputation?

Corporate identity is the foundation of a company's public image, while corporate image is the public's perception of the company. Corporate reputation is the accumulated result of both identity and image, representing the overall assessment of the company by its stakeholders. A good reputation is built on a strong identity and positive image.

What are the four key domains that contribute to corporate reputation?

The four key domains contributing to corporate reputation are: 1) Social domain, which includes the company's social responsibility and public relationships; 2) Financial domain, focusing on the company's financial stability and performance; 3) Product domain, which reflects the quality of the company's products or services; and 4) Employment domain, concerning the company’s workplace environment and employee satisfaction.

How does reputation influence decision-making during times of crisis?

During crises, a strong reputation acts as a shield, helping the company maintain stakeholder trust and protect its brand image. A good reputation allows a company to navigate complex situations and make quicker, more informed decisions, even when the available information is incomplete or when there is external pressure to act fast.

What is the significance of a good reputation for attracting investors and customers?

A good reputation serves as a magnet for investors, customers, and potential partners. It increases the likelihood of forming valuable business relationships, boosts consumer confidence, and creates a competitive edge in the marketplace, ultimately driving growth and sustainability for the company.