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All posts in Communications

Projection-Reflection Model

Projection-Reflection Model

In 2006 Kevin Corley, Philip Cochran and Thomas Comstock wrote ‘Image and the impact of public affairs management on internal stakeholders’. In this paper the authors examine both direct and indirect effects of images of corporate social performance on internal stakeholders. They suggest that public affairs managers must be particularly . . . Read more

Spiderweb method

Spiderweb method

The spiderweb method helps to identify the identity and image of an organization. It was originally developed by Bernstein in 1986 and later extensively described by Van Riel. The method is a creative work form in which the ideas and images of each participant equally weighted. The spiderweb method offers . . . Read more

Reputation Quotient

Reputation Quotient

The Reputation Quotient model was first published in the Journal of Brand Management 2002 by Fombrun, Gardner and Sever. The model distinguishes six drivers of corporate communication, based on measurement of twenty characteristics. By measuring and adjusting these dimensions, the organizations reputation can be improved. The Reputation Quotient model The Reputation Quotient . . . Read more

Brand Positioning Bullseye

Brand positioning bullseye

The Brand Positioning Bullseye provides context to improve understanding of the position of the brand in the market. Kotler and Keller define brand positioning as an act of designing the company’s offering and image to occupy a distinct place in the mind of the target market. This model aids in . . . Read more

Corporate Identity Mix

Corporate Identity Mix

The corporate identity mix of Birkigt and Stadler shows the relationship between who we are (identity) and how we appear (image). The model shows that the image is a reflection of the identity. Corporate identity mix Corporate identity is the tangible manifestation of the personality of the organization. It is . . . Read more

Berlo’s SMCR Model

SMCR model

The SMCR model is a simple representation of the effect of communication. Many communication models can be traced back to this mother of all communication models. The advantage of the model is that is makes clear that message and medium are aligned with the recipient. This model is such a . . . Read more

The Communication Grid by Betteke van Ruler

The communication grid - Betteke van Ruler

The Communication Grid by Betteke van Ruler identifies four strategies of public relations practice: information, persuasion, consensus-building and dialogue. These four strategies constitute the tool-kit of public relations. Anyone who manages an organisation’s communications can use individual strategies to resolve specific communication problems. The Communication Grid The grid has four . . . Read more

Ansoff Matrix

Ansoff matrix

The Ansoff Matrix is a strategic planning tool that was first presented in an article by Igor Ansoff in 1957. It offers a framework to help managers and marketers devise strategies for future growth and diversification. Ansoff describes four growth strategies. Marketing penetration A growth strategy based on market penetration . . . Read more