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The rise of digital media and the public's demand for transparency has elevated the importance of communication for every business. To have a voice or seat at the table and maximize their full value, a strategic communicator must be able to speak the language and understand business goals, issues, and trends. The challenge is that many communicators don't hold an MBA and didn't study business in college.
Business Essentials for Strategic Communicators provides communication professionals and students with the essential "Business 101" knowledge they need to navigate the business world with the best of them. Readers will learn the essentials of financial statements and terminology, the stock market, public companies, and more – all with an eye on how this knowledge helps them do their jobs better as communication professionals.
Matthew Ragas obtained his PhD from University of Florida, and is an assistant professor and academic director of the graduate program in public relations and advertising at DePaul University, USA. A recipient of the Nafziger-White-Salwen award from AEJMC, he has published more than 30 scholarly and trade articles, reports, and book chapters on corporate and political communication.
Ron Culp is a veteran public relations executive who now serves as professional director of the graduate program in public relations and advertising at DePaul University, USA. A recipient of many professional awards, he chairs the Plank Center for Leadership in Public Relations and writes a popular career blog, www.culpwrit.com.
Table of Contents
Table of Contents Foreword Gary Sheffer Preface Acknowledgements List of Tables and Figures PART I Introduction to Business Essentials for Communicators 1. Why Knowledge of 'Business 101' Matters PART II Foundational Business Knowledge for Communicators 2. Economics and Economic Indicators 3. Finance and the Stock Market 4. Accounting and Financial Statements 5. The Law and Corporate Disclosure 6. Intangible Assets and Non-Financial Information PART III Focal Areas at the Intersection of Business and Communication 7. Corporate Governance 8. Corporate Social Responsibility 9. Corporate Reputation PART IV Demonstrating and Improving the Business Value of Communication 10. Communication Measurement and Evaluation References Glossary Index About the Authors