Corporate Communication

by Argenti, Paul

• ISBN13: 9780073377735
• ISBN10: 0073377732
• Edition: 5th
• Format: Paperback
• Copyright: 2008-12-09
• Publisher: McGraw-Hill/Irwin

Summary

Master Communcation Strategies and Tools from the Leader!

Table of Contents

Preface to the Fifth Edition
A Note on the Case Method
The Changing Environment for Business	p. 1
Attitudes toward American Business Through the Years	p. 1
Hollywood: A window on Main Street and Wall Street	p. 6
The Global Village	p. 7
How to Compete in a Changing Environment	p. 10
Recognize the Changing Environment	p. 11
Adapt to the Environment without Compromising Priniciples	p. 12
Don't Assume Problems Will Magically Disappear	p. 12
Keep Corporate Communication Connected to Strategy	p. 14
Conclusion	p. 15
Case: Google Inc.	p. 16
Communicating Strategically	p. 27
Communication Theory	p. 27
Developing Corporate Communication Strategies	p. 29
Setling and Effective Organization Strategy	p. 29
Analyzing Constituencies	p. 33
Delinering Messages Appropriately	p. 37
Constituency Responses	p. 40
Conclusion: The Corporate Communication Connection to Vision	p. 41
Case: Carson Container Corporation	p. 43
An Overview of the Corporate Communication Function	p. 45
From "PR" to "CorpComm"	p. 45
The First Spin Doclors	p. 46
A New Function Emerges	p. 47
To Centralize or Decentralize Communications	p. 48
Where Should the Function Report?	p. 50
The Subfunctions within the Function	p. 53
Identity and Image	p. 53
Corporate Advertising and Advocacy	p. 55
Corporate Responsibility	p. 57
Media Relations	p. 58
Marketing Communications	p. 59
Internal Communications	p. 60
Investor Relations	p. 60
Government Relations	p. 61
Crisis Management	p. 61
Conclusion	p. 62
Case: The Hewlett-Packard Company	p. 63
Identity, Image, Reputation, and Corporate Advertising	p. 67
What Are Identity and Image?	p. 68
Differentiating Organizations through Identity and Image	p. 70
Shaping Identity	p. 70
A Vision That Inspires	p. 71
Names and Logos	p. 71
Putting It All Together Consistency Is key	p. 75
Identity Management in Action	p. 76
Conduct a Identity Audit	p. 76
Set Identity Objectives	p. 77
Develop Designs and Names	p. 78
Develop Protolypes	p. 79
Lanuch and Communicate	p. 79
Implement the Program	p. 81
Image: In the Eye of the Beholder	p. 81
Building a Solid Reputation	p. 83
Why Reputation Matters	p. 83
Measuring and Managing Reputation	p. 85
Corporate Philanthropy and Social Responsibility	p. 86
What Is Corporate Advertising?	p. 85
Advertising to Reinforce Identity or Enhance Image	p. 88
Advertising to Attract Investment	p. 90
Advertising to Influence Opinions	p. 91
Who Uses Corporate Advertising and Why?	p. 93
Increase Sales	p. 93
Create a Stronger Reputation	p. 95
Recruit and Retain Employes	p. 97
Conclusion	p. 98
Case: JetBlue Airways: Regaining Altitude	p. 99
Corporate Responsbility	p. 105
What Is Corporate Responsibility?	p. 106
The New Millennium's CR Surge	p. 108
The Upside of CR	p. 111
CR and Corporate Reputation	p. 113
Consumer Values and Expectations: Taking Matters into Their Own Hands	p. 114
Investor Pressures: The Growth of Socially Responsible Investing	p. 116
Responsibility Inside and Out: Employee Involvement in CR	p. 117
Strategic Engagement: The Continued Influence of NGOs	p. 121
Being Green: The Corporation's Responsibility to the Environment	p. 123
Communicating About Corporate Responsibility	p. 126
A Two-Way Street: Creating an Ongoing Dialogue	p. 127
The Dangers of Empty Boasting	p. 127
The Transparency Imperative	p. 129
Getting It Measured and Done: CR Reporting	p. 129
Conclusion	p. 131
Case: Starbucks Coffee Company	p. 134
Media Relations	p. 155
The News Media	p. 155
The Growth of Business Coverage in the Media	p. 156
Building Better Relations with the Media	p. 158
Conducting Research for Targeting Media	p. 160
Responding to Media Calls	p. 161
Preparing for Media Interviews	p. 162
Gauging Success	p. 164
Maintaining Ongoing Relationships	p. 165
Building a Successful Media Relations Program	p. 166
Involve Media Relations Personnel in Strategy	p. 167
Develop In-House Capabilities	p. 167
Use Outside Counsel Sparingly	p. 167
Developing an Online Media Strategy	p. 168
Extend Your Media Relations Strategy to the Blogosphere	p. 170
Hardle Negative News Effacently	p. 171
Condlusion	p. 172
Case: Adolph Coors Company	p. 173
Internal Communications	p. 183
Internal Communications and the Changing Environment	p. 183
Organizing the Internal Communication Effort	p. 185
Gools for Effective Internal Commounications	p. 186
Where Should Internal Communications Report?	p. 186
Implementing an Effective Internal Communications Program	p. 188
Communicate Up and Down	p. 188
Make Time for Face-to-Face Meetings	p. 190
Communicate Online	p. 191
Create Employee-Oriented Publications	p. 193
Communicate Visually	p. 195
Focus on Internal Branding	p. 196
Consider the Company Grapevine	p. 197
Management's Role in Internal Communications	p. 198
Conclusion	p. 199
Case: Westwood Publishing	p. 200
Investor Relations	p. 203
Investor Relations Overview	p. 203
The Evolution of Investor Relations	p. 204
A Framework for Managing Investor Relations	p. 206
The Objectives of Investor Relations	p. 206
Types of Investors	p. 207
Intermediaries	p. 210
Developing an Investor Relations Program	p. 216
How (and Where) Does IR Fit into the Organization?	p. 216
Using IR to Add Vulue	p. 218
Investor Relations and the Changing Environment	p. 220
Conclusion	p. 222
Case: Steelcase, Inc.	p. 223
Government Relations	p. 229
Government Begins to Manage Business: The Rise of Regulation	p. 230
The Reach of the Regulatory Agencies	p. 231
How Business "Manages" Government: The Rise of Government Relations	p. 232
The Government Relations Function Takes Shape	p. 233
The Ways and Means of Managing Washington	p. 236
Coalition Building	p. 236
CEO Involvement in Government Relations	p. 237
Lobbying on an Individual Busis	p. 237
Political Action Committees	p. 239
Conclusion	p. 240
Case: Disney's America Theme Park: The Third Battle of Bull Run	p. 242
Crisis Communication	p. 257
What Is a Crisis?	p. 257
Crisis Characteristics	p. 259
Crises From the Past 25 Years	p. 260
1982: Johnson & Johnson's Tylenol Recall	p. 260
1990: The Perrier Benzene Scare	p. 262
1993: Pepsi-Cola's Syringe Crisis	p. 263
The New Millennium: The Online Face of Crises-Data Theft and Beyond	p. 265
How to Prepare for Crises	p. 272
Assess the Risk for Your Organization	p. 273
Set Communication Objectives for Potential Crises	p. 275
Analyze Channel Choice	p. 275
Assign a Different Team to Each Crisis	p. 277
Plan for Centralization	p. 277
What to Include in Formal Plan	p. 278
Communicating During the Crisis	p. 279
Get Control of the Situation	p. 280
Gather as Much Information as Possible	p. 280
Set Up a Centralized Crisis Management Center	p. 280
Communicate Early and Often	p. 281
Understand the Media's Mission in a Crisis	p. 281
Communicate Directly with Affected Constituents	p. 282
Remember that Business Must Continue	p. 282
Make Plans to Avoid Another Crisis Immediately	p. 282
Conclusion	p. 283
Case: Coca-Cola India	p. 284
Bibliography	p. 301
Index	p. 305
Table of Contents provided by Ingram. All Rights Reserved.