IMC Hawks Blog

Category: Communication Studies

  • UNCW on Forbes Top 20

    As a university, UNCW must make a conscious effort to promote itself through advertising in order to continue to appeal to and reach perspective students. They also must network with other businesses and other universities to help expand and further their opportunities as a university. For instance, UNCW partners with many local and regional businesses during “Connect 2010” which is put on by the Communications department. The event allows students to meet perspective employers and for employers to connect with the freshest talent in the job market. Similarly, the Cameron School of Business hosts “Business Week” to promote the business school and help connect their students and other businesses. Also, international corporate communication is evident through UNCW’s partnership with foreign universities in order to place and entice students to travel and study abroad. With these types of corporate communication, UNCW is able to market and advertise the university.

    When corporate communication is successful, the university’s image is enhanced. For example, UNCW just received its highest regional ranking to date. It has been listed among the top 5 public master’s institutions in the South for the upcoming 2011 year. Out of 118 public and private universities in the south, UNCW ranks 13th for undergraduate and master’s level programs. UNCW is ranked at number 5 in the region, which puts it among the 68 colleges and universities nationally that U.S. News identified as making the most promising and innovative changes. It is estimated that in 2014 the student body at UNCW will have an average SAT score of 1170 and an estimated average high school GPA of 3.8. These studies can be found at U.S. News & World Report rankings can be viewed online at www.usnews.com/colleges.

    Similarly, because of UNCW’s successful corporate communication practices, top names such as Forbes Magazine ranked UNCW among the top 20 “Best Buy” universities in the nation. This ranking places UNCW in the magazine’s top 20 among all colleges and universities in the U.S. for providing a high quality education at the lowest cost to students. Corporate communication not only helps gets the message out about all aspects of the university to local communities, but it also plays a big role in why UNCW is recognized by such impressive organizations, namely Forbes and U.S. News.

    Breanna Alexander
    Lauren Dehart
    Lauren Smith
    Kelly Wiley

  • Beyonce: More than Just Bootylicious

    Corporate Communication is present in almost every industry, whether we recognize it or not.  One industry that many people would not typically associate corporate communication with is the music industry.  Musicians and artists create their own identity and brand themselves in a way that is different from others in the industry.  Beyonce is one artist who has been extremely successful at creating her own identity, which has helped her create a large fan base and expand her success into other industries.  Beyonce’s musical talent has earned her several Grammys and many of her albums have gone on to be multi-platinum selling albums. Beyonce states that her newest album “is the fun, more sensual, more aggressive, more outspoken side and more glamorous side that comes out when I’m working and when I’m on the stage. The double album allows me to take more risks and really step out of myself, or shall I say, step more into myself, and reveal a side of me that people only know me see.”

    When people hear Beyonce’s name, several things come to mind.  Jay-Z, Single Ladies, her dancing abilities, Destiny’s Child, her clothing line, and much more. Jody Rosen of Entertainment Weekly writes, “Beyonce Knowles is a storm system disguised as a singer.” She even has her own YouTube station. Beyonce is not only a musical sensation, she is a corporate powerhouse.

    Her clever strategies to success have gotten her where she is at today. Beyonce’s musical career has evolved into a huge corporation. She uses music to form her identity, image, and brand her corporation, which has opened up many other doors for her in the entertainment industry.  She has acted in films, created her own fashion line, and been on countless magazine covers.

    She was recently featured in a 60 minutes news brief talking about her success as an entertainer. Take a look.

    House of Dereon is Beyonce and her mother Tina Knowles’ clothing line that they began in 2004. Expanding the brand, Beyoncé and her sister Solange Knowles  launched the junior line Deréon that is geared towards younger consumers and is more reasonably priced. Deréon was introduced in 2006. The tag line for Deréon is “Where the sidewalk and catwalk meet”. Beyoncé also mentions the clothing line in the song Get Me Bodied, from the album B’Day, and in her hit single Single Ladies (Put a Ring on It).

    Beyonce\’s House of Dereon

    -Megan, Fran, Lacey, and Ari

  • Jimmy Buffett: An Example of Corporate Communication in Music

    Music has long been a part of our society. It can tell stories, showcase creativity and open the window to a person’s soul. Music can also showcase aspects of corporate communication through the narrative it creates. Our group has defined corporate communication as the process through which an organization uses symbols to get its message across. Symbols can be found within music and our group chose one particular musician whose lyrics have generated considerable influence and have offered plenty of symbols representing himself and society.
    The musician who we think best represents corporate communication is Jimmy Buffett. Mr. Buffett is an individual whose music and lyrics have generated a fan base of millions and created a lucrative franchise market. Jimmy Buffett’s musical style blends tropical, country, pop and rock to create a genre known as gulf and western, which appeals to a broad range of music lovers. His tunes emphasize easy living and idyllic life on the seaside. In the past, Buffett has cultivated the image of a cheerful beachcomber. Jimmy Buffett still maintains his happy, carefree lifestyle to this day and his fans continue to show unwavering loyalty.
    Mr. Buffett’s fans are affectionately known as Parrotheads (I, Sean, happen to be one). I have had the pleasure of attending two concerts in my life and I have gotten a glimpse of the Parrothead culture. Concert attendees wear wild and outlandish getups to show their devotion to Jimmy Buffet. These outfits include Hawaiian shirts, grass skirts, animal outfits (typically parrots and sharks), and leis. There is widespread tailgating prior to concerts, which includes barbecues and margaritas. This idea of a Parrothead culture gives fans a way to express themselves and identify with Buffett’s music and all that it stands for. Here is a visual aid: Attending a Jimmy Buffett concert is something that is not easily forgotten.
    Aside from his concerts, Jimmy Buffett has other business ventures. He has built his brand to include several best-selling novels, he owns his own beer line, and he even has his own station on Sirius Radio. He also owns two restaurant chains consisting of Jimmy Buffet’s Margaritaville and Cheeseburger in Paradise (named after two of his songs). These restaurants have a distinct feel to them that is easily recognizable upon entrance. The restaurants include gift shops where customers can purchase memorabilia with all of their favorite Jimmy Buffet sayings. Buffett demonstrates corporate social responsibility through his support of conservation. He has performed charity concerts, including his most recent one at the Gulf Coast after the oil spill. Buffett has built up a large empire through his music and franchising and he continues to do what earned him this success in the first place; perform concerts all across the globe.
    From a corporate communication standpoint, Buffett uses music to create a narrative for his brand. His lyrics contain symbols of his lifestyle, his experiences and his views on society, which his fans can relate to. He has continued to communicate his message to a tremendous collection of people through his books, restaurants and merchandise. The Parrotheads not only represent stakeholders, but they are also loyal followers who demonstrate just how much enthusiasm people can have in response to a unique message. Buffet has always had considerable influence and his music will continue to communicate his message for years to come.

    If anyone would like to listen to the song that started it all, check out this Youtube video: and keep searching for that lost shaker of salt!

    Eliza, Jocelyn, Sarah, Sean

  • Corporate Communication in a Nutshell

    Corporate communication is one of those terms that appears simple, but when one starts analyzing the true meaning of the concept it’s not easily defined.  The previous few blogs all had to deal with trying to define or explain the meaning for the broad term corporate communication.   As a group we summed up what the other groups said about corporate communication and got these key points from their blogs:

    -Corporate communication includes many aspects including corporate identity, narrative, reputation, brand, symbolism, integration, persuasion, etc.
    -It’s vital that the communication within an organization stays consistent since the corporate world is ever changing and. Therefore the communication process or pattern must be a constant to keep everyone on the same page
    – Crisis management is vital to have a plan for a crisis within a corporation or organization.

    Giving a one sentence definition for something that covers such a huge area is a difficult task but our group came up with this as out definition:

    “Corporate communication is the process of building and maintaining a corporate identity, reputation, and image through persuasive communicative interaction that creates a consistent brand narrative.
    There is also a huge focus on maintaining communication internally and externally using public relations and marketing strategies to constantly engage their stakeholders to create a strong long-term relationship.”

    Ari Nateman

    Fran Greene

    Lacey Inman

    Megan Regele

  • Corporate Communication for Pomegranate Books

    Corporate Communication.  The term sounds easy enough to understand, right? So, what is it exactly?  We compiled the following working definition:  “Corporate communication is the Building and maintaining of a corporation’s brand and reputation by consistently and persuasively communicating its narrative and identity through the integration of symbols.”  (It’s not perfect, but it’s someplace for us to start.)

    You may be thinking to yourself, “Great, this blog has provided us with yet another definition of corporate communication.”  Rather than beating a dead horse with a definition stick, we decided to focus more on the importance of the individual components of corporate communication and how they all work together to build and maintain a corporation’s brand and reputation.

    Corporate communication isn’t just a stand-alone subject.  It is composed of many facets: the brand, its reputation, its identity, its narrative, and how symbols play into the creation and maintenance of all of these.  To help gain a better understanding of corporate communication in the real world, we decided to look to a company here in Wilmington that displays many of the aspects of corporate communication.  The company we chose is a local, independent bookstore known as Pomegranate Books.

    We analyzed the methods that Pomegranate Books uses to build its brand and create relationships with its customers.  Let’s first look at the brand Pomegranate has created for itself as an independent bookstore that accommodates local writers and literary groups.  Their identity is rooted in the fact that they are smaller than the chain bookstores, while boasting to be the largest independent bookstore in Wilmington.   Their size allows them to better communicate with and cater to their local clientele.  They do this through good old-fashioned word of mouth, as well as social media platforms such as Facebook, Twitter and blogs.  On their facebook page, they consistently ask their followers what they are reading at the moment. This promotes a dialogue with their customers, which helps reinforce their narrative.  By combining social media, word of mouth, and press releases, they keep their reputation and identity consistent.

    Pomegranate Book’s reputation is that of a “small, but well-curated” bookstore that caters to the community.  They communicate their reputation through their products and practices. Their narrative is based on their heavy involvement in the community.  The shop’s friendly staff supports businesses, charities, book clubs and events such as featuring local authors and holding book signings.  This helps to reinforce their local identity and reputation.

    Pomegranate Books uses the logo of none other than a pomegranate to symbolize their company.  Much like the fruit of its namesake, Pomegranate Books has many seeds at its center. Through Pomegranate Book’s corporate communication, these seeds can sprout into helpful contributions to the community and create a positive environment.  Our group feels that this quaint little bookstore offers a true example of corporate communication at work.

    -Sean, Eliza, Jocelyn, Sarah

  • So…What Exactly is Corporate Communication?

     In defining Corporate Communication this early in the semester it is important to note that our class definition is somewhat vague now, however it supplies us with a good foundation. With that being said we decided to jump ahead and do some of our own research to expand our definition. In every definition we found there was at least a mention of crisis communication. In most cases, the definitions stressed the importance of communicating quickly and efficiently during a crisis.

    This research left us baffled as to why our definition fails to include the propensity for crisis management. Despite the greatest risk management efforts, organizations still suffer from crisis every day. It is the responsibility of these organizations to recover from these hardships while still maintaining favorable relations with stakeholders. How a company responds and recuperates after crisis is a vital part of the organizations corporate communication.  That is why we feel it is necessary to incorporate crisis management into the umbrella that encompasses corporate communication. As the semester moves along we look forward to visiting this idea of crisis management in case studies and in any corporate settings we may encounter in our own future careers.

    -Gracie, Emily, Meghan, Wade

  • What is Corporate Communication?

    Defining Corporate Communication was a bit of a challenge for us as a group.  We spent nearly an hour trying to generate a common definition that encompassed all our ideas of what the subject truly is.  As a class, we broke up into five different groups and came up with definitions that had similar starting points but all were worded differently.  Then, with the help of our professor, we selected key words and phrases that stood out and that would lead us towards a more appropriate definition.

    We find it interesting that 20 college juniors and seniors all registered for a course with varying opinions on what it would entail.  This is more than likely due to the fact that Corporate Communication is such a broad subject.  Our textbook, Corporate Communication: A Guide to Theory and Practice by Joep Cornelissen, defines it as “a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent.”  However, explaining that definition to someone else is more difficult than it seems which is why we find it important to put it in our own words.

    Terms that proved relevant to our own understanding included reputation, narrative, persuasion, brand, symbolism, identity, integration, consistency, building, and maintaining, just to name a few.  From these key words our group decided that Corporate Communication is the communicative interaction of building and maintaining a reputation and consistent brand while fostering relationships internally and externally.  We realize that our understanding of the subject matter is still rather vague and that as the semester progresses we will continue to edit and expand both our understanding and definition of Corporate Communication.

    …So this is our definition.  What is yours?

    -Haley, Arielle, Lora, Danielle