Corporate Communication : A Guide to Theory and Practice

by Joep Cornelissen

• ISBN13: 9780857022424
• ISBN10: 0857022423
• Edition: 3rd
• Format: Hardcover
• Copyright: 2011-04-06
• Publisher: SAGE Publications Ltd

Summary

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

Introduction

Scope and Definitions

Chapter Summary

Corporate Communication in Contemporary Organizations

Introduction

Historical Background

Integrated Communication

Drivers for Integrated Communication

Organizing Communication

Chapter Summary

Conceptual Foundations

Stakeholder Management and Communication

Introduction

Stakeholder Management

The Nature of Stakes and Stakeholders

Stakeholder Communication

Stakeholder Engagement and Collaboration

Chapter Summary

Corporate Identity, Corporate Branding and Corporate Reputation

Introduction

Corporate Identity, Image and Reputation

Corporate Branding

Aligning Identity, Image and Reputation

Chapter summary

Corporate Communication in Practice

Communication Strategy

Introduction

The Process of Communication Strategy

The Content of Communication Strategy

Chapter Summary

Strategic Planning and Campaign Management

Introduction

Planning and Executing Programs and Campaigns

Theories on Effective Messages and Persuasion

Chapter summary

Research and Measurement

Introduction

Research and Evaluation

Measuring Corporate Reputation

Measuring Corporate Identity

Chapter Summary

Specialist Areas in Corporate Communication

Media Relations

Introduction

Journalism and News Organizations

News and Corporate Reputation

Framing News Stories

The New Media Landscape

Chapter Summary

Internal Communication

Introduction

Defining Internal Communication

Internal Communication and Organizational Identification

Voice, Silence and Stimulating Employee Participation

Social Media and Communities of Practice

Chapter summary

Issues Management and Public Affairs

Introduction

Defining Issues

Managing Issues

Influencing Public Policy

Chapter Summary

Crisis Communication

Introduction

Preparation for Crises

Communication About a Crisis

Chapter summary

New Developments in Corporate Communication

Leadership and Change Communication

Introduction

Defining Leadership and Change

Communicating During a Change

Effective Leadership Communication

Chapter Summary

Corporate Social Responsibility and Community Relations

Introduction

Defining Corporate Social Responsibility

Communicating About Corporate Social Responsibility

Community Involvement Programmes

Chapter summary

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