Raising the Corporate Umbrella Corporate Communications in the Twenty-First Century

by Kitchen, Philip J.; Schultz, Don

• ISBN13: 9780333926390
• ISBN10: 0333926390
• Format: Hardcover
• Copyright: 2001-11-17
• Publisher: Palgrave Macmillan

Summary

Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.

Author Biography

Philip Kitchen is the Martin Naughton Professor of Business Strategy, specializing in Marketing, at the Queen's University Management School, Belfast.

Don Schultz is Professor of integrated Marketing Communications (IMC) at the Medill School of Journalism, Northwestern University.

Both authors travel extensively, teaching and giving papers at marketing communication conferences and events throughout Europe, UK, Ireland, United States, New Zealand and Israel.

Table of Contents

List of figures	xi
List of tables	xiv
Notes on contributors	xvi
Acknowledgements	xxii
Raising the corporate umbrella - the 21st-century need	1	(22)
Introduction	3	(3)
The contextual background	6	(3)
Raising the corporate umbrella	9	(5)
The 21st-century need	14	(1)
Overview and plan of the book: constituent elements decoded	14	(6)
Summary and conclusion	20	(3)
Talking heads: the CEO as spokesperson	23	(20)
Introduction and overview	24	(2)
The context of CEO communication	26	(4)
A constructive-dramaturgical theory and transformational leadership	30	(7)
Framing	37	(2)
Strategic ambiguity and common starting points	39	(1)
Conclusion	40	(3)
Balancing corporate branding policies in multi-business companies	43	(19)
Introduction and overview	45	(1)
SIDEC model	46	(1)
Strategy	47	(3)
Internal organization	50	(1)
Driving forces	50	(3)
Environment	53	(3)
Corporate branding strategy	56	(3)
Conclusion	59	(3)
Responsive and responsible communication practices: a pluralist perspective	62	(20)
Introduction	64	(1)
Integration, imperialism, and encroachment	65	(1)
Corporate evolution and integrated diversity	66	(1)
The politics of internal coalitions	67	(2)
A collective (corporate) managing system	69	(3)
Model-making, map-making, wiring diagrams, and departmentalization	72	(2)
The departmentalization of communication management	74	(4)
Conclusion	78	(4)
The role of integrated communication in the interactive age	82	(33)
Introduction	84	(2)
The contextual global environment	86	(2)
The movement of communication toward a global brand oriented approach	88	(6)
Integrated communication	94	(11)
The corporate brand perspective	95	(2)
Building brand identities	97	(2)
Creating corporate brand value	99	(1)
Surrounding stakeholders with corporate communication	100	(2)
Corporate image	102	(2)
Corporate identity	104	(1)
Global insight	105	(1)
Integrated marketing communication	106	(4)
Tactical coordination	109	(1)
Redefining the scope of marketing communication	109	(1)
Application of information technology	109	(1)
Financial and strategic integration	110	(1)
Contextual overview	110	(1)
Summary and conclusion	110	(5)
Corporate branding and advertising	115	(34)
Introduction and overview	117	(3)
Branding versus advertising	120	(20)
Stage one: branding from square one	124	(4)
Stage two: going to the next level	128	(4)
Stage three: extending the brand	132	(3)
Stage four: benchmarking best practices	135	(4)
Stage five: cohesiveness	139	(1)
Conclusion	140	(1)
Summary of brand-building success strategies	141	(8)
Global issues in branding, communication and corporate structure	149	(26)
Introduction and overview	150	(2)
The global challenge and some glimmers of hope	152	(1)
Genesis	153	(2)
Organizational structures	155	(1)
New globalism: fewer are better	156	(2)
Agencies as business partners	158	(1)
Creative alone is not enough	159	(1)
Unbundling	159	(1)
Globalization, marketing, creativity, and organizational structure	160	(4)
Overall issues in globalization, brand marketing, creativity, and organizational structure	164	(2)
Staffing	166	(4)
Consolidation of agencies: the trend	170	(1)
Summary and conclusions	171	(4)
Marketing public relations: where the twain shall meet	175	(24)
Introduction and overview	176	(2)
MPR in perspective	178	(1)
The interdependence of corporate brands and product brands	178	(1)
Brand reputation or reputation management?	179	(2)
An overview of MPR: what it is and can be	181	(3)
Writing an integrated marketing public relations plan	184	(3)
Building the corporate brand through event marketing	187	(2)
Creating an MPR program in the new interactive marketplace	189	(1)
Building a world brand interactively: Legoland	190	(2)
Building new product acceptance without an advertising campaign	192	(1)
Lucasfilms wins Star Wars in cyberspace	193	(1)
The third leg-accepting social responsibility	194	(1)
Social responsibility and the corporate brand	194	(1)
Other ways MPR impacts corporate public relations (CPR)	195	(1)
Summary and conclusion	195	(4)
Crisis communication management: protecting and enhancing corporate reputation and identity	199	(45)
Introduction and overview	200	(12)
Part I The Nature of Corporate Crisis and Management's Response	202	(3)
Part II Value and Belief Systems Affect Crisis Response	205	(4)
Part III The Dimensions of Crisis Response Strategy: Some Communication Strategies are Guaranteed to Perpetuate Trouble	209	(3)
Community versus corporate priorities: a powerful paradox	212	(2)
Applying the dimensions of crisis communication management response	214	(19)
The operations dimension	214	(6)
The victim management dimension	220	(1)
The trust and credibility dimension	220	(4)
The behavior dimension	224	(1)
The professional expectation dimension	224	(1)
The ethical dimension	224	(4)
The lessons-learned dimension	228	(5)
Decide quickly, act fast, use uncommon sense	233	(3)
Part IV Crisis Communications Standards and Principles	236	(1)
Standard-setting crisis communication protocols	236	(1)
Trust-busting behaviors and language to avoid	236	(6)
Summary and conclusions	242	(2)
Take-over and merger: the jaws mentality	244	(31)
Introduction	245	(2)
Issues of culture in mergers and acquisitions	247	(5)
Bridging cultural gaps	252	(1)
Communicating change	253	(3)
Communication management	256	(5)
The responsibility of the communication director	261	(1)
The M&A situations in which managed communication is vital	261	(3)
Summary of principles and lessons learned	264	(4)
Conclusion	268	(7)
The corporate entity and agency interaction	275	(43)
Introduction	278	(1)
The corporation	279	(1)
The adversarial relationships	279	(7)
The vulnerability factor	286	(1)
The agency additions	286	(4)
Seeking an agency's support	290	(2)
Being an effective client	292	(3)
Corporate and product brands	295	(2)
Developing successful corporate communications	297	(9)
Integrating the communication	306	(2)
Conclusion	308	(10)
Vision, values, intellectual property and assets	318	(23)
Introduction	320	(1)
The sum and substance of managing a corporate brand	321	(2)
The vision thing	323	(2)
Building a customer-centric vision	325	(2)
Moving from vision and mission to brand promises: the heart of the corporate brand	327	(1)
From internal vision to external value - the role of managers and employees	328	(2)
A critical quadrant - customers, shareholders and other stakeholders	330	(3)
From soft and squishy to hard and tangible	333	(4)
Summary and conclusion	337	(4)
Measuring the value of the corporate brand	341	(32)
Introduction	344	(1)
A basic managerial view of brand valuation	344	(2)
From feelings to financials	346	(9)
Financial measures of brand value or brand equity	355	(3)
Brand Finance brand valuation methodology	358	(11)
Summing up corporate brand value	369	(1)
Conclusive note	370	(3)
Closing and re-opening the corporate umbrella	373	(25)
Introduction	376	(5)
The closing corporate communication umbrella	381	(7)
Opening the new corporate umbrella	388	(7)
Summary and conclusion	395	(3)
References	398	(10)
Index	408