Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management

by Cees; van Riel

• ISBN13: 9780415328265
• ISBN10: 0415328268
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-04-17
• Publisher: Routledge

Summary

This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company?s key audience depends upon all of the company?s internal and external communication. The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation. Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studyingand working in this field.

Author Biography

Cees B. M. van Riel is Professor of Corporate Communication at the Rotterdam School of Management at Erasmus University In The Netherlands and Managing Director of the Reputation Institute, a privately held research and consultancy firm that he and Charles Fombrun created in 1999.

Table of Contents

Illustrations	p. ix
Acknowledgments	p. xv
Introduction The Communication System	p. 1
What is Corporate Communication?	p. 13
From Communication to Reputation	p. 38
Creating Identity and Identification	p. 61
Measuring Corporate Identity	p. 80
Communicating with the Corporate Brand	p. 106
Developing a Reputation Platform	p. 131
Expressing the Company	p. 160
Communicating with Key Stakeholders	p. 181
Assessing the Effectiveness of Corporate Communication	p. 207
Applied Reputation Research	p. 228
Organizing Corporate Communication	p. 260
Bibliography	p. 284
Index	p. 302
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