Oral Communication Course Summary

1. Overview

• Focuses on models and concepts of political communication, brand management, sustainable marketing, corporate communication, public relations, and organizational culture.
• Located in the context of media, politics, marketing, and organizational studies.
• Emphasizes understanding communication frameworks, influence mechanisms, brand equity, societal marketing, stakeholder management, and organizational culture.
• Key ideas follow course chronology: communication models, brand concepts, societal marketing, corporate communication, PR models, stakeholder responsibilities, and cultural models.

2. Core Concepts & Key Elements

• Classic Communication Model: Source, Message, Channel, Receiver.
• Agenda-setting: Media and politicians influence public issue perception.
• Hegemonic Model: Power elites control societal norms via media, education, discourse.
• Mediatisation: Media shapes political communication; focus on TV/social media formats.
• Political Marketing: Commercial marketing techniques applied to politics.
• Brand Equity (Keller’s Pyramid): Salience, Performance/Imagery, Judgments/Feelings, Resonance.
• Brand Resonance: Deep loyalty, customer advocacy.
• Customer vs Financial Brand Equity: Perception/loyalty vs monetary valuation.
• Sustainable Marketing: Meets current needs without harming future societal/environmental capacity.
• Societal Marketing Matrix: Deficient, Pleasing, Salutary, Desirable products.
• Criticisms of Marketing: Individual, societal, business impacts.
• Corporate Communication: Strategic management of internal/external messages; mission, vision, identity, image, reputation.
• Corporate Credibility: Competence, trustworthiness, likability.
• ICC: Consistent messaging across all communication channels.
• PR Models: Press Agentry, Public Information, Two-way Asymmetric, Two-way Symmetric.
• Stakeholder Responsibilities: Different expectations for customers, employees, media, government.
• Image vs Reputation: Immediate perception vs long-term trust.
• Organizational Culture Models: Role, Achievement, Power, Support Cultures.
• Cultural Web: Rituals, Stories, Symbols, Power, Structure, Control systems.

3. High-Yield Facts

• Classic Model Formula: Communication success depends on effective Source, Message, Channel, Receiver.
• Agenda-setting example: Media focus on immigration influences public concern.
• Hegemonic control: Promotes capitalism via media, education, discourse.
• Mediatisation example: Short soundbites for social media, photo-ops.
• Brand Pyramid stages: Salience → Performance/Imagery → Judgments/Feelings → Resonance.
• Brand Resonance indicators: Repeat purchases, willingness to pay premium, advocacy.
• Brand valuation (Financial): Profit × Role of Brand × Brand Strength.
• Societal Marketing Types: Deficient (harmful, low satisfaction), Pleasing (high satisfaction, harmful), Salutary (beneficial, low satisfaction), Desirable (beneficial, high satisfaction).
• Corporate Credibility dimensions: Competence, honesty, likability.
• PR Models: Symmetric (most ethical), asymmetric (persuasive), publicity (one-way, possibly false).
• Stakeholder expectations: Customers (quality, honesty), Employees (fairness, safety), Media (accuracy), Government (law compliance).
• Image vs Reputation: Image is immediate; reputation is built over time.
• Cultural Web elements: Rituals, Stories, Symbols, Power, Structure, Control.

4. Summary Table

5. Mini-Schema

Oral Communication
 ├─ Classic Model
 │   └─ Source, Message, Channel, Receiver
 ├─ Agenda-setting
 │   └─ Media influences public issues
 ├─ Hegemonic Model
 │   └─ Power elites control norms
 ├─ Mediatisation
 │   └─ Media shapes political messaging
 ├─ Political Marketing
 │   └─ Commercial techniques in politics
 ├─ Brand Equity (Keller)
 │   ├─ Salience
 │   ├─ Performance & Imagery
 │   ├─ Judgments & Feelings
 │   └─ Resonance
 ├─ Sustainable Marketing
 │   ├─ Deficient, Pleasing, Salutary, Desirable products
 │   └─ Criticisms: individual, societal, business
 ├─ Corporate Communication
 │   ├─ Mission, Vision, Identity, Image, Reputation
 │   ├─ Credibility: Competence, Trust, Likability
 │   └─ ICC: Consistency
 ├─ Public Relations
 │   ├─ Models: Press Agentry, Public Info, Two-way Asymmetric/Symmetric
 │   └─ Stakeholders: Customers, Employees, Media, Government
 ├─ Image vs Reputation
 │   └─ Immediate vs long-term perception
 ├─ Organizational Culture
 │   ├─ Harrison’s: Role, Achievement, Power, Support
 │   └─ Johnson & Scholes Web: Rituals, Stories, Symbols, Power, Structure, Control

6. Rapid-Review Bullets

• Classic communication involves source, message, channel, receiver.
• Agenda-setting influences public issue salience via media focus.
• Hegemonic model: elites shape societal norms.
• Mediatisation prioritizes media-friendly formats (soundbites, photo-ops).
• Political marketing applies commercial strategies: branding, segmentation.
• Keller’s Pyramid: Salience → Performance/Imagery → Judgments/Feelings → Resonance.
• Brand resonance: loyalty, advocacy, emotional connection.
• Customer vs financial brand equity: perception vs monetary value.
• Societal marketing types: deficient, pleasing, salutary, desirable.
• Marketing criticisms: individual harm, societal materialism, unfair business practices.
• Corporate communication aligns internal/external messaging strategically.
• Credibility: competence, trustworthiness, likability.
• ICC ensures message consistency across channels.
• PR models: symmetric (ethical), asymmetric, publicity.
• Stakeholders expect quality, safety, honesty, compliance.
• Image is immediate; reputation is built over time.
• Harrison’s cultures: role, achievement, power, support.
• Cultural web elements: rituals, stories, symbols, power, structure, control.