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

Portrait

Annie Proulx published her first novel 'Postcards' in 1991 at the age of 56. 'The Shipping News' won the Pulitzer Prize for Fiction, the National Book Award and the Irish Times International Prize. Her third novel, 'Accordion Crimes', was published in 1996. She is also the author of three short-story collections, 'Heart Songs' (1994), 'Close Range' (1999) and 'Bad Dirt' (2004). 'Brokeback Mountain' was made into an Oscar-winning film in 2005. 'Fine Just the Way It Is', her third collection of Wyoming short stories, was published in 2008.

Inhaltsverzeichnis

PART ONE: INTRODUCTION TO CORPORATE COMMUNICATION Defining Corporate Communication Introduction Scope and Definitions Chapter Summary Corporate Communication in Contemporary Organizations Introduction Historical Background Integrated Communication Drivers for Integrated Communication Organizing Communication Chapter Summary PART TWO: CONCEPTUAL FOUNDATIONS Stakeholder Management and Communication Introduction Stakeholder Management The Nature of Stakes and Stakeholders Stakeholder Communication Stakeholder Engagement and Collaboration Chapter Summary Corporate Identity, Corporate Branding and Corporate Reputation Introduction Corporate Identity, Image and Reputation Corporate Branding Aligning Identity, Image and Reputation Chapter Summary PART THREE: CORPORATE COMMUNICATION IN PRACTICE Communication Strategy Introduction The Process of Communication Strategy The Content of Communication Strategy Chapter Summary Strategic Planning and Campaign Management Introduction Planning and Executing Programs and Campaigns Theories on Effective Messages and Persuasion Chapter Summary Research and Measurement Introduction Research and Evaluation Measuring Corporate Reputation Measuring Corporate Identity Chapter Summary PART FOUR: SPECIALIST AREAS IN CORPORATE COMMUNICATION Media Relations Introduction Journalism and News Organizations News and Corporate Reputation Framing News Stories The New Media Landscape Chapter Summary Internal Communication Introduction 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 Introduction Defining Issues Managing Issues Influencing Public Policy Chapter Summary Crisis Communication Introduction Preparation for Crises Communication about a Crisis Chapter Summary PART FIVE: NEW DEVELOPMENTS IN CORPORATE COMMUNICATION Leadership and Change Communication Introduction Defining Leadership and Change Communicating During a Change Effective Leadership Communication Chapter Summary Corporate Social Responsibility and Community Relations Introduction Defining Corporate Social Responsibility Communicating About Corporate Social Responsibility Community Involvement Programmes Chapter Summary