The Alignment Factor: Leveraging the Power of Total Stakeholder Support

by Van Riel; Cees B.M.

• ISBN13: 9780415690751
• ISBN10: 0415690757
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2012-05-04
• Publisher: Routledge

Summary

The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital for to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside. Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication. The practical insights demonstrated via cases including Shell, Unilever and IBM make this book useful reading for MBA and other graduate classes across areas such as public relations and reputation management as well as thinking managers across the globe.

Author Biography

Cees B.M. Van riel is Professor of Corporate Communication at Erasmus University, the Netherlands. His other publications include Essentials of Corporate Communication (Routledge, 2007).

Table of Contents

List of Illustrations	p. ix
Foreword	p. xiii
Preface	p. xvii
Aligning stakeholders through corporate communication	p. 1
Building internal alignment	p. 15
Gathering intelligence inside the organization	p. 17
Developing a road map for internal alignment	p. 46
Creating internal alignment with effective internal communication	p. 64
Building external alignment	p. 95
Gathering intelligence aimed at creating external alignment	p. 97
A road map aimed at creating external alignment	p. 122
Benefiting from corporate communication support in creating external alignment	p. 154
Key performance indicators in establishing alignment with corporate communication	p. 185
Measuring the success of alignment efforts	p. 187
Epilogue	p. 211
Alignment: building and maintaining total stakeholder support	p. 213
Bibliography	p. 229
Index	p. 233
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