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Corporate Communication, 6th Edition shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.
Table of Contents
Chapter 1: The Changing Environment for Business
Case: Google, Inc.
Chapter 2: Communicating Strategically
Case: Galen Healthcare System
Chapter 3: An Overview of the Corporate Communication Function
Case: Sweet Leaf Tea*
Chapter 4: Identity, Image, Reputation, and Corporate Advertising
Case: Jet Blue’ Airways: Regaining Altitude
Chapter 5: Corporate Responsibility
Case: Starbuck’s Coffee Company
Chapter 6: Media Relations
Case: Adolph Coors Company
Chapter 7: Internal Communications
Case: Westwood Publishing
Chapter 8: Investor Relations
Case: Steelcase, Inc.
Chapter 9: Government Relations
Case: Disney’s America Them Park: The Third Battle of Bull Run