Oral Communication Course Revision Sheet

1. 📌 Essentials

• 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.
• ediatisation: Media shapes political communication; emphasizes formats like/social media.
• Political Marketing: Uses commercial marketing techniques in politics.
• Brand Equity (Keller’s Pyramid): Salience, Performance/Imagery, Judgments/Feelings, Resonance.
• Brand Resonance: Deep loyalty, advocacy, emotional attachment.
• Customer vs Financial Brand Equity: Perception/loyalty vs monetary valuation.
• Sustainable Marketing: Meets current needs without harming future societal/environmental capacity.
• Corporate Communication: Strategic management of internal/external messages, including identity and reputation.
• PR Models: Press Agentry, Public Information, Two-way Asymmetric, Two-way Symmetric.
• Stakeholder Expectations: Different for customers, employees, media, government.
• Image vs Reputation: Immediate perception vs long-term trust.
• Organizational Culture Models: Role, Achievement, Power, Support.
• Cultural Web: Rituals, Stories, Symbols, Power, Structure, Control systems.

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