Corporate Communications: Theory and PracticeCorporate Communications provides the most comprehensive and up-to-date treatment of the subject including: the criticality of the function, strategies and activities involved, and how it can be managed and organized properly. The book incorporates current thinking and developments on these topics from both the academic and practitioner worlds, combining a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day affairs and in their strategic and tactical communication decisions. Illustrative examples and case studies are truly international; based on companies in the United States, United Kingdom, continental Europe and elsewhere. Corporate Communications provides: insights into the nature of the corporate communication profession; the issues that define this profession; the strategies and activities that fall within its remit; and, the ways in which it can be managed and organized in companies and agencies alike. It addresses three important questions: What is corporate communications, and how can it be defined? What strategies and activities are central to this profession? Important issues (e.g. corporate social responsibility, stakeholder management, integrated communications, reputation management) in managing and organizing corporate communications are all discussed, providing practising managers with appropriate concepts, theories and tools to make better management and communication decisions. Readers will gain a greater appreciation and a more in-depth understanding of the range of topics covered in corporate communication management as well as a means to organize their thoughts about those topics. |
Contents
Tables | 1 |
Corporate Communications in Practice | 4 |
Circumscribing Corporate Communications | 9 |
Corporate Communications | 32 |
Corporate Communications | 56 |
Communications Strategy Theory and Practice | 89 |
1 | 95 |
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academic research activities advertising Bank brand British Airways business units campaign cations central chapter Citigroup communica communications department communications disciplines communications practitioners communications programmes communications strategy company's competitive concepts concerned contingency theory coordination corporate communications corporate identity corporate reputation corporate social responsibility corporate strategy customers decision effective employees environment environmental environmental scanning evaluation expertise firm Gronstedt Grunig horizontal structure identity and reputation important input-output model integrated marketing communications involved issues Journal Lawrence Erlbaum Associates management function manager role managerial marketing and public marketing communications ment munications nications operations organization's organizational identity orientation overall power-control theory practice professional development Public Relations Review relations and marketing reporting relationship sector senior management skills stake stakeholder groups stakeholder management Starbucks strategic analysis strategic intent strategic management suggests tactics theoretical theory tions understanding values vertical structure Wal-Mart