9780072314021

Corporate Communication

by
  • ISBN13:

    9780072314021

  • ISBN10:

    0072314028

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 12/19/2002
  • Publisher: McGraw-Hill/Irwin
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Summary

Corporate Communication by Paul Argenti was the very first and remains the most comprehensive text available on the subject. The 3rd Edition of Argenti'¬"s text and cases work describes changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent years'¬"'¬"mistrust and skepticism of corporate entities is high, as are expectations that companies will '¬Sgive back'¬ to society through philanthropy, community involvement, or environmental protection activities. This book not only describes what's happening in an era of advanced communication but what companies can do to stay one step ahead of the competition. By creating a coordinated corporate communication system, organizations will be able to face the new century with the strategies and tools that few companies in the world have at their fingertips yet. Corporate Communication, 3rd Edition, is written by one of the worlds leading experts who helped define the field, provides an overview of Corporate Communication and its various sub-functions, including Media Relations, Crisis Communication, Internal Communication and Investor Relations. Argenti offers adopters communication frameworks developed over 23 years of teaching at the premier business schools in the country and brings them to life using examples gleaned from his extensive consulting work with Fortune 500 companies.

Table of Contents

1. The Changing Environment for Business

Case: Arthur Andersen

2. Communicating Strategically

Case: Fletcher Electronics

3. An Overview of the Corporate Communication Function

Case: Dell Computer Corporation

4. Identity, Image and Reputation

Case: GE Identity Program

5. Corporate Advertising

Exercise: Corporate Ad Samples

6. Media Relations

Case: Adolph Coors Company

7. Internal Communication

Case: Claremont Publishing

8. Investor Relations

Case: Steelcase, Inc.

9. Government Relations

Case: Disney's America Theme Park

10. Crisis Communications

Case: Dow Corning

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