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This is the 3rd edition with a publication date of 4/6/2011.
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The Third Edition of this market-leading text has been updated and expanded with contemporary case material and more detailed coverage of the main topics and trends in corporate communication. New to the Third Edition: - New chapters on strategic planning and campaign management, research and measurement and CSR and community relations - Greatly expanded coverage of key areas: internal communication, leadership and change Communication, issues management, crisis communication and corporate branding - Other topics to receive new coverage include: public affairs, social media, internal branding and issues of globalization. - New and up-to-date international case studies, including new full-length case studies and vignettes included throughout the chapters. - Further reading and new questions-for-reflection will provide the reader with a means to challenge and further their understanding of each of the topics in the book. - Online teaching material for lecturers and students including: instructors manual, PowerPoint slides and new international case studies of varied length, SAGE Online journal readings, videos, online glossary and web links Praise for the Second Edition: "This is a must-have reference book for Chief Executives, Finance Directors, Corporate Communicators and Non-executive Directors in this "involve me" era of stakeholder engagement and corporate communications. How I wish I had had this book on my desk as a Chief Reputation Officer!" - Mary Jo Jacobi, Former Chief Reputation Officer of HSBC Holdings, Lehman Brothers and Royal Dutch Shell 'This is a comprehensive and scholarly analysis of corporate communications. It will offer students and practitioners alike a considerable aid to study and understanding which will stand the test of time in a fast changing business' - Ian Wright, Corporate Relations Director, Diageo
Table of Contents
|Introduction to Corporate Communication|
|Defining Corporate Communication|
|Scope and Definitions|
|Corporate Communication in Contemporary Organizations|
|Drivers for Integrated Communication|
|Stakeholder Management and Communication|
|The Nature of Stakes and Stakeholders|
|Stakeholder Engagement and Collaboration|
|Corporate Identity, Corporate Branding and Corporate Reputation|
|Corporate Identity, Image and Reputation|
|Aligning Identity, Image and Reputation|
|Corporate Communication in Practice|
|The Process of Communication Strategy|
|The Content of Communication Strategy|
|Strategic Planning and Campaign Management|
|Planning and Executing Programs and Campaigns|
|Theories on Effective Messages and Persuasion|
|Research and Measurement|
|Research and Evaluation|
|Measuring Corporate Reputation|
|Measuring Corporate Identity|
|Specialist Areas in Corporate Communication|
|Journalism and News Organizations|
|News and Corporate Reputation|
|Framing News Stories|
|The New Media Landscape|
|Defining Internal Communication|
|Internal Communication and Organizational Identification|
|Voice, Silence and Stimulating Employee Participation|
|Social Media and Communities of Practice|
|Issues Management and Public Affairs|
|Influencing Public Policy|
|Preparation for Crises|
|Communication About a Crisis|
|New Developments in Corporate Communication|
|Leadership and Change Communication|
|Defining Leadership and Change|
|Communicating During a Change|
|Effective Leadership Communication|
|Corporate Social Responsibility and Community Relations|
|Defining Corporate Social Responsibility|
|Communicating About Corporate Social Responsibility|
|Community Involvement Programmes|
|Table of Contents provided by Publisher. All Rights Reserved.|