CORPORATE

Crisis Prevention" Crisis Management"

conscious" Effect of communication " unconscious"
Frame
 Issue
Axioms" Stabilities" Trends" Styles" Public Agenda" " Curve" long"
cognitive change"
Decision" term"

Period of time"
Situational short"
Publics" affective change"
long" forecast" Image"
media systems" conative change"
Publics"
Corporate " Corporate"
Imagery" Credit" short
media effects" Involvement" term"
media institutions" Sucess" perception"
Sales" Profit"
media statements"
Legal" External

COMMUNI-
media actors" Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Gatekeeper" Organisations" Needs"
Interests"
News values"
•  Recentness" Social" NGOs" Values"
•  Proximity" Politics" Mindset" Milieus"
•  Importness" Organisations"
Technology"
•  Big names" Government" Point of view"
•  Oddity" Scientific
•  Controversity" Roles"
Institutions" Economics"

Media"
•  Etc." Behaviour"
Motives for Shareholder"
employing Communication"
agencies" Competitors"
Controlling"
Alliances" Target Groups"

CATION
Partners" Description"
Expectations"
Analysis of 
 Forms

Network Analysis"
AGENCIES"
relevant groups"

Evaluation"
Types
Competences"

Outcome"
Core Assets" Segmentation" Structure

Outflow"
Output"
Agency"

"

Input"
"
Strategical" Roles

Organizational " Networks" Characteristics

"
"









Emotional "
st"

Organization" Media" Stakeholder" Org"

Public Channels"
Tru

Competitive Advantage" Marketing"

" Relations
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Solutions" Extroversion" Agenda Setting" Product" Performance

Behavior"
MAP
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion" Indicators"
Ressources"

manpower"
Brand(s)"

Strategy"


Price"
Personaliy traits

openness to
Planning"

Campaign"
Additional intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
benefits " property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"


ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
Messages " Physical"
ness" knowledge" Value"
Roles"
"

Storytelling

Sales
Institution"

USP
Institutional Identity" Core

"" Story

Internal "
Strategic Apex"
CEO" Vision
" Level of Communication Aims " Stakeholder"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission

" Effekt
 Organizing Change "
Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

"

Move"
t"

Line" CP" Affective Aims"

Version Pre-Beta 1.0

"

"

    
 Tactical Aims" Short-term Aims"

Operating Core"
CB" 



CC"
CD"
Stakeholder
"
Shareholder vs.
 Time
Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
Preface  
Making  communica6ons  theories  applicable  
Theore6cal  approaches  to  corporate  communica6ons  are   The  present  version  of  the  map  is  the  result  of  an  “experiment”  
versa6le  –  the  field  appears  to  be  divided  into  different  schools,   conducted  during  the  winter  semester  2012/2013  of  the  Master  of  
perspec6ves  and  language  areas.   Arts  in  Business  Communica6ons  Management  program  of  
    Hochschule  für  Technik  und  WirtschaY  (University  of  Applied  
Aim  of  this  map  is  to  fill  a  gap.  In  a  6me  in  which  in  corporate   Sciences)  in  Berlin.  
communica6ons  “key  words  and  new  terms…(…)….are  almost    
infla6onary  circulated”  (Mast,  2010)  the  following  work  is  an   The  idea  and  prototype  of  the  map  were  developed  by    
aMempt  to  organize  the  Babylonian  jumble  of  terms  within  the   Lars  M.  Heitmüller  MA  PR  Int.,  MBA,  Head  of  Business  Development  
field  of  corporate  communica6on  by  crea6ng  a  visual  summary,   at  fischerAppelt  AG,  who  taught  the  course.  
a  ‘corporate  communica6on  framework’.        
  The  following  Master  students  contributed  to  the  composi6on  of  
It  provides  an  overview  and  contextualizes  theories  in  rela6on   the  Corporate  Communica6on  Map:  Robin  Ahle,  Robert  Deutsch,  
to  another.  This  corporate  communica6on  map  is  an  aMempt  to   Pamela  Hönniger,  Tobias  Raspe,  Chris6an  Rietz,  Elena  Starmühler,  
provide  a  comprehensive  overview  and  is  navigable  via  mouse   Sebas6an  Schellenberger,  Daniela  Voigt-­‐Schmidt  and  Bianca  Weyer.    
clicks  in  the  pdf.  The  models  and  sources  are  embedded  in  the    
document  and  lead  via  links  to  further  informa6on  on  the   Special  thanks  goes  to  Lars  Fischer,  Silvia  Grätz,  Prof.  Dr.  Dr.  habil.  
internet.     Claudia  Mast,  Prof.  Dr.  Miriam  Meckel,  Prof.  Dr.  Stefanie  Molthagen-­‐
  Schnöring,  Prof.  Danny  Moss  and  Alexander  Schaper  for  their  advice  
However,  it  remains  a  living  document  and  open  invita6on  for   and  support.  
further  dialogue  and  delibera6on.  Therefore,  it  neither  claims  to    
be  complete  nor  final.  It  is  designed  to  be  a  constantly   This  map  is  meant  to  be  the  start  of  a  dialogue  –  not  its  end.  
developing  communica6on  overview.     We  are  curious  to  get  your  feedback!  
  Please  send  it  to:  CCM@LMH.de  or  visit  the  projects’  website    
The  Corporate  Communica6on  Map  (CCM)  should  be  seen  as  a   hMp://CCM.LMH.info    
naviga6on  tool  for  those,  who  already  work  in  the  area  of    
corporate  communica6ons  or  aspire  to  do  so  in  future  –  a  visual   Thank  you  in  advance.  
toolbox  for  the  counseling  prac6ce.    

March,  2013   Lars  M.  Heitmüller  et  al.  (2013),  Corporate  Communica6on  Map,  Version  Pre-­‐Beta  1.0    
Publics"

Stakeholder/

Publics/"
Target groups"





" Institution"
"
"
Inside"

"
"
Corporate 

Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Publics"

Stakeholder/

Publics/"
Media"
Target groups"

Networks"

Channels"

Internal Communication"




" Institution"
"
"
Inside"

"
"
Corporate 

Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
 Issue
Curve"
short"
Publics" long" Effect"

Stakeholder/

Publics/"
Media"
Target groups"

Evaluation"
Agency"

Networks"

"
"









Channels"

Internal Communication"




Institution"
"
"
Inside"

"
"
Corporate 

Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
 Issue
Curve"
short"
Publics" long" Effect"

Stakeholder/

Publics/"
Media"
Target groups"

Evaluation"
Agency"

Networks"

"
"









Channels"

Internal Communication"




" Institution"
"
"
Inside"

Structure"

Identity"

Future"

Aims"

"
Past"

Change"
"
Corporate 

Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
 Issue
Curve"
short"
Publics" long" Effect"

Stakeholder/

Publics/"
Media"
Target groups"

Evaluation"
Agency"

Networks"

"
"









Public Channels" Marketing"

Relations"

Dialogue"

"
Ressources"

Behavior"
"
employee"
Individual

Brands"

Internal Communication"


Roles"


" Institution"
"
"
Inside"

Structure"

Identity"

Future"

Aims"

"
Past"

Change"
"
Corporate 

Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
 Issue
Curve"
short"
Publics" long" Effect"

Stakeholder/

Publics/"
Media"
Target groups"

Evaluation"
Agency"

Networks"

"
"









Public Channels"
Relations Marketing"
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Extroversion" Agenda Setting" Product"

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion"
Ressources"

manpower"
Brand(s)"

Strategy" Price"
Personaliy traits

openness to
Planning"

Campaign"
intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "

 property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"
ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
ness"
Roles"

 knowledge" Value"
Messages " Physical"
Storytelling

"

Sales
Institution"

USP
Institutional Identity" Core
Story

Strategic Apex"
Vision
" Level of Communication Aims "
Internal "
Stakeholder"
CEO"

"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission Effekt
 Organizing Change "

Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological

"
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

Move"
t"

Line" CP" Affective Aims"

"

"

   
CB" 



CD"
" Tactical Aims" Short-term Aims"

Shareholder vs.
 Time

Operating Core" 

CC" Stakeholder Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
 Issue
Curve"
short"
Publics" long" Effect"

Legal" External
Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Organisations" Needs"
Interests"
Social" NGOs" Values"
Politics" Mindset" Milieus"
Organisations"
Technology" Government" Point of view"
Scientific Roles"
Institutions" Economics"

Media"
Behaviour"
Shareholder"

Competitors"
Alliances" Target Groups"
Partners" Description"
Analysis of 
 Forms

Network Analysis"
relevant groups"

Evaluation"
Types
Segmentation" Structure
Agency"

Roles

Networks" Characteristics

"
"









Public Channels"
Relations Marketing"
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Extroversion" Agenda Setting" Product"

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion"
Ressources"

manpower"
Brand(s)"

Strategy" Price"
Personaliy traits

openness to
Planning"

Campaign"
intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"


ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
Messages " Physical"
ness" knowledge" Value"
Roles"


Storytelling

Sales
Institution"

USP
Institutional Identity" Core

" Story

Internal "
Strategic Apex"
CEO" Vision
" Level of Communication Aims " Stakeholder"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission

" Effekt
 Organizing Change "
Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

"

Move"
t"

Line" CP" Affective Aims"

"

"

    
 Tactical Aims" Short-term Aims"

CB" 
 CD"
Shareholder vs.
 Time
Operating Core" 

CC" Stakeholder Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
 Crisis Prevention" Crisis Management"

Frame
 Issue
Axioms" Stabilities" Trends" Styles" Public Agenda" " Curve"
Situational short"
Publics" long" forecast"
media systems"
Publics"
Effect"
media effects"
media institutions"

media statements"
Legal" External
media actors" Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Gatekeeper" Organisations" Needs"
Interests"
News values"
•  Recentness" Social" NGOs" Values"
•  Proximity" Politics" Mindset" Milieus"
•  Importness" Organisations"
Technology"
•  Big names" Government" Point of view"
•  Oddity" Scientific
•  Controversity" Roles"
Institutions" Economics"

Media"
•  Etc." Behaviour"
Shareholder"

Competitors"
Alliances" Target Groups"
Partners" Description"
Analysis of 
 Forms

Network Analysis"
relevant groups"

Evaluation"
Types
Segmentation" Structure
Agency"

Roles

Networks" Characteristics

"
"









st"

Public Channels"
Tru

Relations Marketing"
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Extroversion" Agenda Setting" Product"

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion"
Ressources"

manpower"
Brand(s)"

Strategy" Price"
Personaliy traits

openness to
Planning"

Campaign"
intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"
ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
ness"
Roles"
" knowledge" Value"
Messages " Physical"
Storytelling

"

Sales
Institution"

USP
Institutional Identity" Core
Story

Strategic Apex"
Vision
" Level of Communication Aims "
Internal "
Stakeholder"
CEO"

"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission Effekt
 Organizing Change "

Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological

"
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

Move"
t"

Line" CP" Affective Aims"

"

"

    
 Tactical Aims" Short-term Aims"

CB" 
 CD"
Shareholder vs.
 Time
Operating Core" 

CC" Stakeholder Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
 Crisis Prevention" Crisis Management"

Frame
 Issue
Axioms" Stabilities" Trends" Styles" Public Agenda" " Curve"
Situational short"
Publics" long" forecast"
media systems"
Publics"
Effect"
media effects"
media institutions"

media statements"
Legal" External
media actors" Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Gatekeeper" Organisations" Needs"
Interests"
News values"
•  Recentness" Social" NGOs" Values"
•  Proximity" Politics" Mindset" Milieus"
•  Importness" Organisations"
Technology"
•  Big names" Government" Point of view"
•  Oddity" Scientific
•  Controversity" Roles"
Institutions" Economics"

Media"
•  Etc." Behaviour"
Motives for Shareholder"
employing
agencies" Competitors"
Alliances" Target Groups"
Partners" Description"
Expectations"
Analysis of 
 Forms

Network Analysis"
AGENCIES"
relevant groups"

Evaluation"
Types
Competences" Core Assets" Segmentation" Structure
Agency"

"
"
Strategical" Roles

Organizational " Networks" Characteristics

"
"









Emotional "
st"

Public Channels"
Tru

Competitive Advantage" Marketing"

" Relations
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Solutions" Extroversion" Agenda Setting" Product"

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion"
Ressources"

manpower"
Brand(s)"

Strategy" Price"
Personaliy traits

openness to
Planning"

Campaign"
Additional intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
benefits " property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"


ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
Messages " Physical"
ness" knowledge" Value"
Roles"


Storytelling

Sales
Institution"

USP
Institutional Identity" Core

" Story

Internal "
Strategic Apex"
CEO" Vision
" Level of Communication Aims " Stakeholder"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission

" Effekt
 Organizing Change "
Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

"

Move"
t"

Line" CP" Affective Aims"

"

"

    
 Tactical Aims" Short-term Aims"

CB" 
 CD"
Shareholder vs.
 Time
Operating Core" 

CC" Stakeholder Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
 Crisis Prevention" Crisis Management"
conscious" Effect of communication " unconscious"
Frame
 Issue
Axioms" Stabilities" Trends" Styles" Public Agenda" " Curve" long"
cognitive change"
Decision" term"

Period of time"
Situational short"
Publics" affective change"
long" forecast" Image"
media systems" conative change"
Publics"
Corporate " Corporate"
Imagery" Credit" short
media effects" Involvement" term"
media institutions" Sucess" perception"
Sales" Profit"
media statements"
Legal" External
media actors" Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Gatekeeper" Organisations" Needs"
Interests"
News values"
•  Recentness" Social" NGOs" Values"
•  Proximity" Politics" Mindset" Milieus"
•  Importness" Organisations"
Technology"
•  Big names" Government" Point of view"
•  Oddity" Scientific
•  Controversity" Roles"
Institutions" Economics"

Media"
•  Etc." Behaviour"
Motives for Shareholder"
employing
agencies" Competitors"
Alliances" Target Groups"
Partners" Description"
Expectations"
Analysis of 
 Forms

Network Analysis"
AGENCIES"
relevant groups"

Evaluation"
Types
Competences" Core Assets" Segmentation" Structure
Agency"

"
"
Strategical" Roles

Organizational " Networks" Characteristics

"
"









Emotional "
st"

Public Channels"
Tru

Competitive Advantage" Marketing"

" Relations
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Solutions" Extroversion" Agenda Setting" Product"

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion"
Ressources"

manpower"
Brand(s)"

Strategy" Price"
Personaliy traits

openness to
Planning"

Campaign"
Additional intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
benefits " property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"


ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
Messages " Physical"
ness" knowledge" Value"
Roles"
"
Storytelling

Sales
Institution"

USP
Institutional Identity" Core
Story
" Internal "
Strategic Apex"
CEO" Vision
" Level of Communication Aims " Stakeholder"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission

" Effekt
 Organizing Change "
Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

"

Move"
t"

Line" CP" Affective Aims"

"

"

    
 Tactical Aims" Short-term Aims"

CB" 
 CD"
Shareholder vs.
 Time
Operating Core" 

CC" Stakeholder Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future
 Crisis Prevention" Crisis Management"
conscious" Effect of communication " unconscious"
Frame
 Issue
Axioms" Stabilities" Trends" Styles" Public Agenda" " Curve" long"
cognitive change"
Decision" term"

Period of time"
Situational short"
Publics" affective change"
long" forecast" Image"
media systems" conative change"
Publics"
Corporate " Corporate"
Imagery" Credit" short
media effects" Involvement" term"
media institutions" Sucess" perception"
Sales" Profit"
media statements"
Legal" External
media actors" Stakeholder"
Environment"
Court"
Environmental

Individual Stakeholder"
Gatekeeper" Organisations" Needs"
Interests"
News values"
•  Recentness" Social" NGOs" Values"
•  Proximity" Politics" Mindset" Milieus"
•  Importness" Organisations"
Technology"
•  Big names" Government" Point of view"
•  Oddity" Scientific
•  Controversity" Roles"
Institutions" Economics"

Media"
•  Etc." Behaviour"
Motives for Shareholder"
employing Communication"
agencies" Competitors"
Controlling"
Alliances" Target Groups"
Partners" Description"
Expectations"
Analysis of 
 Forms

Network Analysis"
AGENCIES"
relevant groups"

Evaluation"
Types
Competences"

Outcome"
Core Assets" Segmentation" Structure

Outflow"
Output"
Agency"

"

Input"
"
Strategical" Roles

Organizational " Networks" Characteristics

"
"









Emotional "
st"

Organization" Media" Stakeholder" Org"

Public Channels"
Tru

Competitive Advantage" Marketing"

" Relations
Stability" increase in turnover"

Power balance"
time" Profile &


Dialogue"
Solutions" Extroversion" Agenda Setting" Product" Performance

Behavior"
individual employee"

budget" Personality"

Listening"
Neuroticism" Issue Management" Promotion" Indicators"
Ressources"

manpower"
Brand(s)"

Strategy"


Price"
Personaliy traits

openness to
Planning"

Campaign"
Additional intellectual Place"
Arguments Archetypes"

Internal Communication"
Measure"
experience" Positioning" "
benefits " property" " Positioning"

Ideas"
"
agreeable-"
Brand " Personnel"


ness" power " Structure"
Architecture" " & Elements" Process"
conscientious- network" Integration"
Messages " Physical"
ness" knowledge" Value"
Roles"
"

Storytelling

Sales
Institution"

USP
Institutional Identity" Core

"" Story

Internal "
Strategic Apex"
CEO" Vision
" Level of Communication Aims " Stakeholder"
Inside"

Economical
Aims"
Corporate History"

Leitbild " Mission

" Effekt
 Organizing Change "
Stru chno"
re"

Cognitive Aims"
Sup aff"

Level" Psychological
ctu

St

Aims (non- Conative Aims"

Tasks"

Ethics
por

Objectives"

Strategies"

Refreeze"
Middle"

Unfreeze"
Te

Values erconomical)"

"

Move"
t"

Line" CP" Affective Aims"

"

"

    
 Tactical Aims" Short-term Aims"

Operating Core"
CB" 



CC"
CD"
Stakeholder
"
Shareholder vs.
 Time
Horizon"
Strategic Aims"
Medium-term Aims"
orientation" Long-term Aims" Corporate 

CI
Communication Map

Version Pre-Beta 1.0" Lars M. Heitmüller et al., (2013)"
Past Present Future