ERIC Number: ED347605
Record Type: RIE
Publication Date: 1992-Apr
Reference Count: N/A
Corporate Imaging: Teaching Communication Strategies for Reaching Internal and External Publics.
Gaulard, Joan Marie
A corporation's image is a powerful persuasive tool for reaching external publics such as competitors, regulators, and prospective employees. Corporations should avoid disparities between the actual and the desired image, as well as disparities between the external perception and the internal perception of employees. A course was developed at California State University, Hayward, in which students use cases to analyze communication strategies in the construction, maintenance, and change of a corporate image. Students begin by choosing a company for scrutiny. Reports focus on identification of problems with image as well as suggestions for correction. Students are assigned to groups to practice critical skills necessary for the assignments. Business cards are analyzed for effectiveness along with annual reports, advertisements, and promotions materials. Next the students investigate internal publics via samples of internal communication. In-class presentations, guest lecturers from industry, on-site tours, and problem solving sessions lead to final reports. Students report that the attention to analysis helps them to be more attentive to detail and the persuasive nature of business communications. (An appendix includes the course description, course syllabus, course assignment descriptions, and sample evaluation forms for the oral reports.) (HB)
Publication Type: Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Authoring Institution: N/A
Identifiers: California State University Hayward; Communication Strategies; Corporations; Image Analysis
Note: Paper presented at the Annual Western Regional Conference of the Association for Business Communication (San Diego, CA, April 2-4, 1992).