Corporate Communication: Strategic Adaptation for Global PracticeThe chief communication officer at a Fortune 500 multinational corporation today faces the challenges of a rapidly changing global economy, a revolution in communications channels fueled by the Internet, and a substantially transformed understanding of what a 21st-century corporation stands for. This book provides an accessible framework for describing these forces and the specific communication challenges that they have thrown at the global corporation. The text reviews the evolution of society's response to the development of the modern company and the corporate communication practices that grew up in response to it, as well as examining the impact of globalization, Web 2.0 and the networked enterprise on current corporate relationships with key stakeholders such as customers, employees, shareholders, communities and regulators. In examining these forces and how they are interwoven, the authors offer insights and strategies for deploying effective communication as a strategic business asset in today's global economy. Designed for the advanced student of corporate communication, the book contains updated guidelines for the management of investor relations, community relations and other corporate relationships in the age of social media. Specific recommendations for how to organize and execute effective communication for the contemporary practitioner working in the communication field are also provided. |
Contents
Thinking about Corporate Communication | 1 |
Chapter | 23 |
Understanding the Forces That Shift the Context of Corporate | 41 |
Corporate Communication and Web 2 0 | 43 |
Chapter Four | 59 |
Chapter Five | 75 |
Corporate Cultures Increased Significance | 80 |
Chapter | 87 |
2 Depiction of Company Change Appetite | 124 |
Chapter Nine | 133 |
1 Recovery from Reputation CrisesWinners and Losers | 139 |
Strategic Adaptation for Global Practice | 141 |
Guidelines | 154 |
PART 5Guidelines | 161 |
Further Reading and Websites | 195 |
A Strategy Summit | 217 |
Other editions - View all
Corporate Communication: Strategic Adaptation for Global Practice Michael B. Goodman,Peter B. Hirsch No preview available - 2010 |
Common terms and phrases
actions activities affiliates align American Arthur W behavior bloggers blogs brand build challenges communication officer communication professionals company's core corporate citizenship corporate communication corporate communication executives corporate culture corporate reputation corporate social responsibility countries create crisis communication disclosure economic emerging employee communications employee relations engagement Enron enterprise environment environmental ethical Facebook FCPA focus foreign global corporate Guideline impact important increased individual industry initiatives innovation institutions integration internal Internet investment investor relations issues Johnson & Johnson leaders media relations messages multinational corporations munication networks NGOs nication operations opportunities organization percent platform porate programs public relations relationships Reputation Management role shareholders social media Sovereign Wealth Funds stakeholders strategic success sustainable tactical model thought leadership tion transparency trend understanding values XBRL York YouTube