Corporate Communication

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  • Edition: 5th
  • Format: Paperback
  • Copyright: 2008-12-09
  • Publisher: McGraw-Hill/Irwin
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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 Businessp. 1
Attitudes toward American Business Through the Yearsp. 1
Hollywood: A window on Main Street and Wall Streetp. 6
The Global Villagep. 7
How to Compete in a Changing Environmentp. 10
Recognize the Changing Environmentp. 11
Adapt to the Environment without Compromising Priniciplesp. 12
Don't Assume Problems Will Magically Disappearp. 12
Keep Corporate Communication Connected to Strategyp. 14
Conclusionp. 15
Case: Google Inc.p. 16
Communicating Strategicallyp. 27
Communication Theoryp. 27
Developing Corporate Communication Strategiesp. 29
Setling and Effective Organization Strategyp. 29
Analyzing Constituenciesp. 33
Delinering Messages Appropriatelyp. 37
Constituency Responsesp. 40
Conclusion: The Corporate Communication Connection to Visionp. 41
Case: Carson Container Corporationp. 43
An Overview of the Corporate Communication Functionp. 45
From "PR" to "CorpComm"p. 45
The First Spin Doclorsp. 46
A New Function Emergesp. 47
To Centralize or Decentralize Communicationsp. 48
Where Should the Function Report?p. 50
The Subfunctions within the Functionp. 53
Identity and Imagep. 53
Corporate Advertising and Advocacyp. 55
Corporate Responsibilityp. 57
Media Relationsp. 58
Marketing Communicationsp. 59
Internal Communicationsp. 60
Investor Relationsp. 60
Government Relationsp. 61
Crisis Managementp. 61
Conclusionp. 62
Case: The Hewlett-Packard Companyp. 63
Identity, Image, Reputation, and Corporate Advertisingp. 67
What Are Identity and Image?p. 68
Differentiating Organizations through Identity and Imagep. 70
Shaping Identityp. 70
A Vision That Inspiresp. 71
Names and Logosp. 71
Putting It All Together Consistency Is keyp. 75
Identity Management in Actionp. 76
Conduct a Identity Auditp. 76
Set Identity Objectivesp. 77
Develop Designs and Namesp. 78
Develop Protolypesp. 79
Lanuch and Communicatep. 79
Implement the Programp. 81
Image: In the Eye of the Beholderp. 81
Building a Solid Reputationp. 83
Why Reputation Mattersp. 83
Measuring and Managing Reputationp. 85
Corporate Philanthropy and Social Responsibilityp. 86
What Is Corporate Advertising?p. 85
Advertising to Reinforce Identity or Enhance Imagep. 88
Advertising to Attract Investmentp. 90
Advertising to Influence Opinionsp. 91
Who Uses Corporate Advertising and Why?p. 93
Increase Salesp. 93
Create a Stronger Reputationp. 95
Recruit and Retain Employesp. 97
Conclusionp. 98
Case: JetBlue Airways: Regaining Altitudep. 99
Corporate Responsbilityp. 105
What Is Corporate Responsibility?p. 106
The New Millennium's CR Surgep. 108
The Upside of CRp. 111
CR and Corporate Reputationp. 113
Consumer Values and Expectations: Taking Matters into Their Own Handsp. 114
Investor Pressures: The Growth of Socially Responsible Investingp. 116
Responsibility Inside and Out: Employee Involvement in CRp. 117
Strategic Engagement: The Continued Influence of NGOsp. 121
Being Green: The Corporation's Responsibility to the Environmentp. 123
Communicating About Corporate Responsibilityp. 126
A Two-Way Street: Creating an Ongoing Dialoguep. 127
The Dangers of Empty Boastingp. 127
The Transparency Imperativep. 129
Getting It Measured and Done: CR Reportingp. 129
Conclusionp. 131
Case: Starbucks Coffee Companyp. 134
Media Relationsp. 155
The News Mediap. 155
The Growth of Business Coverage in the Mediap. 156
Building Better Relations with the Mediap. 158
Conducting Research for Targeting Mediap. 160
Responding to Media Callsp. 161
Preparing for Media Interviewsp. 162
Gauging Successp. 164
Maintaining Ongoing Relationshipsp. 165
Building a Successful Media Relations Programp. 166
Involve Media Relations Personnel in Strategyp. 167
Develop In-House Capabilitiesp. 167
Use Outside Counsel Sparinglyp. 167
Developing an Online Media Strategyp. 168
Extend Your Media Relations Strategy to the Blogospherep. 170
Hardle Negative News Effacentlyp. 171
Condlusionp. 172
Case: Adolph Coors Companyp. 173
Internal Communicationsp. 183
Internal Communications and the Changing Environmentp. 183
Organizing the Internal Communication Effortp. 185
Gools for Effective Internal Commounicationsp. 186
Where Should Internal Communications Report?p. 186
Implementing an Effective Internal Communications Programp. 188
Communicate Up and Downp. 188
Make Time for Face-to-Face Meetingsp. 190
Communicate Onlinep. 191
Create Employee-Oriented Publicationsp. 193
Communicate Visuallyp. 195
Focus on Internal Brandingp. 196
Consider the Company Grapevinep. 197
Management's Role in Internal Communicationsp. 198
Conclusionp. 199
Case: Westwood Publishingp. 200
Investor Relationsp. 203
Investor Relations Overviewp. 203
The Evolution of Investor Relationsp. 204
A Framework for Managing Investor Relationsp. 206
The Objectives of Investor Relationsp. 206
Types of Investorsp. 207
Intermediariesp. 210
Developing an Investor Relations Programp. 216
How (and Where) Does IR Fit into the Organization?p. 216
Using IR to Add Vuluep. 218
Investor Relations and the Changing Environmentp. 220
Conclusionp. 222
Case: Steelcase, Inc.p. 223
Government Relationsp. 229
Government Begins to Manage Business: The Rise of Regulationp. 230
The Reach of the Regulatory Agenciesp. 231
How Business "Manages" Government: The Rise of Government Relationsp. 232
The Government Relations Function Takes Shapep. 233
The Ways and Means of Managing Washingtonp. 236
Coalition Buildingp. 236
CEO Involvement in Government Relationsp. 237
Lobbying on an Individual Busisp. 237
Political Action Committeesp. 239
Conclusionp. 240
Case: Disney's America Theme Park: The Third Battle of Bull Runp. 242
Crisis Communicationp. 257
What Is a Crisis?p. 257
Crisis Characteristicsp. 259
Crises From the Past 25 Yearsp. 260
1982: Johnson & Johnson's Tylenol Recallp. 260
1990: The Perrier Benzene Scarep. 262
1993: Pepsi-Cola's Syringe Crisisp. 263
The New Millennium: The Online Face of Crises-Data Theft and Beyondp. 265
How to Prepare for Crisesp. 272
Assess the Risk for Your Organizationp. 273
Set Communication Objectives for Potential Crisesp. 275
Analyze Channel Choicep. 275
Assign a Different Team to Each Crisisp. 277
Plan for Centralizationp. 277
What to Include in Formal Planp. 278
Communicating During the Crisisp. 279
Get Control of the Situationp. 280
Gather as Much Information as Possiblep. 280
Set Up a Centralized Crisis Management Centerp. 280
Communicate Early and Oftenp. 281
Understand the Media's Mission in a Crisisp. 281
Communicate Directly with Affected Constituentsp. 282
Remember that Business Must Continuep. 282
Make Plans to Avoid Another Crisis Immediatelyp. 282
Conclusionp. 283
Case: Coca-Cola Indiap. 284
Bibliographyp. 301
Indexp. 305
Table of Contents provided by Ingram. All Rights Reserved.

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