Corporate Communication : A Guide to Theory and Practice

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2011-04-06
  • Publisher: SAGE Publications Ltd
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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
Scope and Definitions
Chapter Summary
Corporate Communication in Contemporary Organizations
Historical Background
Integrated Communication
Drivers for Integrated Communication
Organizing Communication
Chapter Summary
Conceptual Foundations
Stakeholder Management and Communication
Stakeholder Management
The Nature of Stakes and Stakeholders
Stakeholder Communication
Stakeholder Engagement and Collaboration
Chapter Summary
Corporate Identity, Corporate Branding and Corporate Reputation
Corporate Identity, Image and Reputation
Corporate Branding
Aligning Identity, Image and Reputation
Chapter summary
Corporate Communication in Practice
Communication Strategy
The Process of Communication Strategy
The Content of Communication Strategy
Chapter Summary
Strategic Planning and Campaign Management
Planning and Executing Programs and Campaigns
Theories on Effective Messages and Persuasion
Chapter summary
Research and Measurement
Research and Evaluation
Measuring Corporate Reputation
Measuring Corporate Identity
Chapter Summary
Specialist Areas in Corporate Communication
Media Relations
Journalism and News Organizations
News and Corporate Reputation
Framing News Stories
The New Media Landscape
Chapter Summary
Internal Communication
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
Defining Issues
Managing Issues
Influencing Public Policy
Chapter Summary
Crisis Communication
Preparation for Crises
Communication About a Crisis
Chapter summary
New Developments in Corporate Communication
Leadership and Change Communication
Defining Leadership and Change
Communicating During a Change
Effective Leadership Communication
Chapter Summary
Corporate Social Responsibility and Community Relations
Defining Corporate Social Responsibility
Communicating About Corporate Social Responsibility
Community Involvement Programmes
Chapter summary
Table of Contents provided by Publisher. All Rights Reserved.

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