The Theory and Practice of Corporate Communication; A Competing Values Perspective

by Alan T. Belasen

• ISBN13: 9781412950350
• ISBN10: 141295035X
• Format: Paperback
• Copyright: 2007-08-16
• Publisher: SAGE Publications, Inc

Summary

"It provides an integrated an broad perspective for addressing the diversity of corporate communications as a field of study and a community of practice.  As an organizing scheme it helps capture the richness, complexity and interdependence of communication theories." - BUSINESS INDIA 'œProfessor Belasen's integration of theoretical insights with practical experience distinguishes this book from any other on the subject. The value to students is that it will enable them to think about corporate communication in a sophisticated and critical way. Not only will they learn to do their jobs well, they will also understand why.'Â  -Gary P. Radford, Fairleigh Dickinson UniversityThe Theory and Practice of Corporate Communication: A Competing Values Perspective offers an integrative approach to corporate communication. Author Alan T. Belasen covers theoretical aspects and uses practical examples and case applications to illustrate the broader, strategic view of the field of corporate communication. The book draws on an adaptation of the Competing Values Framework to provide a fuller and more coherent view of corporate communication in which a dynamic interplay of complementary and often competing message orientations takes place.As an organizing schema, the Competing Values Framework for Corporate Communication (CVFCC) helps capture the richness, complexity, and interdependence of communication approaches (e.g., rationalistic, humanistic), functions (e.g., media relations, employee relations, government relations, investor relations), managerial roles (e.g., broker, director, mentor, innovator), and organizational stakeholders (e.g., employees, customers, regulators, investors, reporters). As a practical approach, it enables corporate communication executives and professionals to operate under the burden of contradictory and often inconsistent expectations coming from diverse constituencies. Responding to these expectations is vital for building a strong identity and sustaining a credible organizational image.The CVFCC brings the whole (corporate communication) and parts (marketing communication, financial communication, organizational communication, management communication) into a more sophisticated theoretical treatment of corporate communication that goes beyond merely discussing 'œbest practices.'Key Features The CVFCC is integrated throughout, providing the necessary roadmap for navigating the diverse range of activities and organizational functions that fall under the heading of 'œcorporate communication'Â· Using case studies and practical applications (from such companies and organizations as Starbucks, NASA, the American Red Cross, Johnson & Johnson, FedEx, and Oracle, among others), the book promotes the teaching of corporate communication from a strategic viewpoint· Each chapter ends with a case study to help readers make sense of the connections between actual situations (what happened?) and theory (how do we make sense of what happened?)· By examining recent corporate failures, learning methods for identifying effective corporate governance practices, and developing

Table of Contents

Foreward: The Science of Corporate Communication

Gods and General ManagersL''essence de L''elephant

Just in Time...A Brave New, Flat World

The Take Away

Why a New Book on Corporate Communication?

Corporate Communication as a Field of Study and Community of Practice

Missing Link of Corporate Communication as a Field of Study

Corporate Communication as a Community of Learning

Attempts to Integrate the Field of Corporate Communication

The Challenge to Identify the Construct Space of Corporate Communication

Overhauling the Field

The Need for a Theoretically-Based Organizing Framework

Summary

Review Questions

Case Study: BelBeck Production

Strategic Corporate Communication: An Integrated View

Competing Values Framework for Corporate Communication (CVFCC)Communication

PerspectivesFunctionalism

Interpretivism

Critical ApproachesSelf-Efficacy

Communication as Organizing

Apollo 13High Reliability Organizations

Communication Systems and Goals

Balancing Competing Tensions

Summary

Review Questions

Case Study: Satellite Systems

Strategic Corporate Communication: External Image, Internal Identity

Sustaining & Managing Identity Programs

Primary Functions of Corporate Communication

Media Relations and Reputation Management

Employee Relations and Human Resource Management

Government Relations and Compliance Management

Investor Relations and Performance Management

Summary

Review QuestionsCase Study: Starbucks Coffee Company

Identity, Reputation and the Functions of Corporate Communication

GE Managing Image and Corporate Identity

Target: Managing Corporate Reputation

McDonald''sEffective Communication Strategies

External Communications

Summary

Review Questions

Case Study: The Power of Symbols: Creating Corporate Identity at Agilent Technologies

Functions of Corporate Communication

Media Relations

Reputation and Media Relations

Enhancing Public Image through Issue Management

Branding the Image and Identity

Public Relations and Media Relations

Johnson & Johnson''sPublic Relations & Investor Relations

Spokesperson

Summary

Review QuestionsCase Study: Adolph Coors Company

Investor Relations

Stakeholders: Stockholders, Financial Media, Financial Analysts

Working with Financial Analysts

Managing Stockholder Confidence

Financial Reporting

Investor Relations and Corporate Reputation

Corporate Social Responsibility

Financial Performance and Corporate Reputation

Pierpont Investor Relations: Investor Relations Success Story

Review Questions

Case Study: The Press and the Stockholders

Government Relations

Externally Derived, Internally Enforced

Regulatory Compliance in a Paperless Environment

Micro Air Sends Alert on New OSHA Ruling

Policy FieldsFirms Rush to End Reform

Importance of Government Relations

Alteria

American Red Cross

Regulations and Boundary Spanning

Interdependence

Shaping Favorite Policies through Issue Management

Supplier Relations

Summary

Review Questions

Case Study: The Anti-Trust Case against Microsoft

Employee Relations

Aligning Identity with External Image

Strategic Conversations

Asking the Right Questions Rather than Giving Solutions

Motivating Employees

Integrating and Assimilating Employees The Role of Culture

Mapping Culture in the Training Organization

Avoiding the Trap of Knowing-Doing

Positive Communication Relationships

Message Orientations

Mapping Message Orientations

A Diamond Model of Interactions

Managing for Organizational Integrity The Social Contract with Employees

Summary

Review QuestionsCase Study: Hanover Software

Marketing Communication and Corporate Advertising

Integrated Marketing Communication

Southwest Airlines

Sustainability

Issue Management and Corporate Advertising

PR and Corporate Advertising

Managing Organizational Constituencies

Marketing Communication Plan

Marketing to Employees

Not-for-Profit Organizations

E-Channels

Marketing Communication and Ethical Advertising

Summary

Review Questions

Case Study: Wal-Mart and its Communications Strategy

Financial Communication and Corporate Social Responsibility

Enron: The Corporate Tactics

Arthur And

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