Corporate Communication - A Guide to Theory & Practice

Description

Halftitle......Page 2 Sage......Page 3 Title......Page 4 Copyright......Page 5 Summary of Contents......Page 7 Contents......Page 15 List of Figures, Tables and Case Studies......Page 29 About the author......Page 33 Purpose of the book......Page 34 Approach of the book......Page 35 Organization of the book......Page 37 Acknowledgements......Page 40 Guided Tour......Page 41 Companion Website......Page 44 PART 1 INTRODUCTION......Page 46 1.1 Introduction......Page 47 1.2 Scope and definitions......Page 48 1.3 Trends in corporate communication......Page 56 Case study 1.1......Page 60 1.4 Chapter summary......Page 62 Key terms......Page 63 2.1 Introduction......Page 66 2.2 Historical background......Page 67 2.3 Integrated communication......Page 70 2.4 Drivers for integrated communication......Page 76 2.5 The organization of corporate communication......Page 80 Case study 2.1......Page 86 2.6 Chapter summary......Page 90 Key terms......Page 91 PART 2 CONCEPTUAL FOUNDATIONS......Page 95 3.1 Introduction......Page 96 3.2 Stakeholder management......Page 97 3.3 The nature of stakes and stakeholders......Page 100 3.4 Stakeholder communication......Page 103 3.5 Stakeholder engagement......Page 115 Case study 3.1......Page 118 3.6 Chapter summary......Page 122 Key terms......Page 123 4.1 Introduction......Page 126 4.2 Corporate identity, image and reputation......Page 127 4.3 Corporate branding......Page 138 4.4 Aligning identity, image and reputation......Page 143 Case study 4.1......Page 151 4.5 Chapter summary......Page 154 Key terms......Page 155 PART 3 CORPORATE COMMUNICATION IN PRACTICE......Page 158 5.1 Introduction......Page 159 5.2 Designing a communication strategy......Page 160 5.3 Strategic messaging......Page 169 Case study 5.1......Page 179 5.4 Chapter summary......Page 182 Key terms......Page 183 6.1 Introduction......Page 186 6.2 Planning and executing programs and campaigns......Page 187 6.3 Corporate taglines and slogans......Page 195 6.4 Theories on effective messages and persuasion......Page 198 Case study 6.1......Page 203 Key terms......Page 207 7.1 Introduction......Page 210 7.2 Research and evaluation......Page 211 7.3 Methods and measures......Page 218 7.4 Measuring corporate reputation......Page 222 7.5 Chapter summary......Page 228 Key terms......Page 229 PART 4 SPECIALIST AREAS IN CORPORATE COMMUNICATION......Page 231 8.1 Introduction......Page 232 8.2 Journalism and news organizations......Page 233 8.3 The effects of news coverage on corporate reputation......Page 235 8.4 Framing news stories......Page 239 Case study 8.1......Page 248 8.6 Chapter summary......Page 252 Key terms......Page 253 9.1 Introduction......Page 257 9.2 Defining employee communication......Page 258 9.3 Employee communication and organizational identification......Page 262 9.4 Voice, silence and stimulating employee participation......Page 265 9.5 Social media, networks and communities of practice......Page 269 Case study 9.1......Page 272 9.6 Chapter summary......Page 276 Key terms......Page 277 10.1 Introduction......Page 280 10.2 Defining issues......Page 281 10.3 Managing Issues......Page 283 10.4 Influencing public policy......Page 294 10.5 Anti-corporate activism......Page 296 Case study 10.1......Page 299 Key terms......Page 303 11.1 Introduction......Page 306 11.2 Crisis management......Page 307 11.3 The impact of a crisis on corporate reputation......Page 311 11.4 Communicating about a crisis......Page 313 Case study 11.1......Page 321 11.5 Chapter summary......Page 325 Key terms......Page 326 PART 5 NEW DEVELOPMENTS IN CORPORATE COMMUNICATION......Page 329 12.1 Introduction......Page 330 12.2 Defining leadership and change......Page 331 12.3 Communicating during a change......Page 337 12.4 Effective leadership communication......Page 348 Case study 12.1......Page 351 12.5 Chapter summary......Page 355 Key terms......Page 356 13.1 Introduction......Page 359 13.2 Defining corporate social responsibility......Page 361 13.3 Communicating about corporate social responsibility......Page 365 13.4 Community relations......Page 370 Case study 13.1......Page 376 Key terms......Page 380 14.1 Introduction......Page 384 14.2 The new media landscape......Page 385 14.3 Classifying social media......Page 388 14.4 Challenges and opportunities......Page 396 Case study 14.1......Page 399 14.5 Chapter summary......Page 402 Key terms......Page 403 Glossary of Corporate Communication and other Communication Terms......Page 406 Index......Page 431