Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/29367
Título: | An identity-based approach to communication |
Autor(es): | Sequeira, Arminda Sá Ruão, Teresa |
Palavras-chave: | Organisational and strategic communication Identity Image Reputation |
Data: | 2012 |
Editora: | Livros Labcom |
Resumo(s): | The main objective of this paper is to evaluate the key elements in the construction of consistent organisational messages over time. In order to accomplish thai.wepropose the alignment of several elements: vision, mission, objectives, cultural values. optimal identityattributes, positioning. type of messages, communication style and means, and image. The expectedresult of this heuristic approach is to obtain a favourable image in the relevant public'smind, which will eventually lead to an excellent reputation and. ultimately. prestige. Consideringthat an organisation can have a reputation for all the wrong reasons, we propose the conceptof prestige as a means of focusing on the positive features of reputation. |
Tipo: | Capítulo de livro |
URI: | https://hdl.handle.net/1822/29367 |
ISBN: | 978-989-654-087-6 |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: | CECS - Livros e capítulo de livros / Books and book chapters |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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identity-based_approach.pdf | Capítulo de livro | 1,77 MB | Adobe PDF | Ver/Abrir |