Michael B. Goodman, Peter B. Hirsch

Corporate Communication

Tactical Guidelines for Strategic Practice

• Broschiertes Buch

Produktbeschreibung

The chief communication officer at a Fortune 500, multi-national corporation today faces the challenges of a rapidly changing global economy, a revolution in communication channels fueled by the Internet, and a substantially transformed understanding of what a 21st century corporation stands for. This book investigates these forces and the specific communication challenges that they pose for the global corporation. Examining these forces and how they are interrelated should offer insights and strategies for students of the corporate communication discipline and business leaders to help them deploy effective communication as a strategic business asset in the contemporary global economy. This book focuses on the process of communication in a corporate context; and explores, analyzes, integrates, and applies the theory, practice, and functions of corporate communication. The combination of a theoretical framework for understanding how these forces influence corporate communication with practical guidelines for effective communication within this framework will also be of value to practitioners as well as students of the communication discipline. Designed for the professional whose position requires the creation and management of an organization's communications, this book applies strategic approaches to tactical written and oral communication, and includes a particular emphasis on problem solving and analytical techniques appropriate to global corporate environments. Essential to effective communication in corporate and organizational environments is the ability to understand and apply the concepts of corporate communication as strategic management functions.

Produktdetails

• Corporate Communication Collection
• Verlag: Business Expert Press / McGraw-Hill Professional
• Seitenzahl: 160
• Erscheinungstermin: 18. Januar 2012
• Englisch
• Abmessung: 229mm x 152mm x 9mm
• Gewicht: 235g
• ISBN-13: 9781606493083
• ISBN-10: 1606493086
• Artikelnr.: 35713305

Autorenporträt

Michael B. Goodman New York, NY; Professor and Director of the MA in Corporate Communication; Baruch College, The City University of New York. Peter B. Hirsch runs an independent consulting firm specializing in corporate reputation and issues management with more than 25 years experience in counseling global corporations. He has counseled participants in a variety of issues, including junk bonds.

Inhaltsangabe

List of Figures - List of Tables - List of Sidebars - List of Appendices - Introduction - The Corporate Communication Environment - The Importance and Impact of Intangibles_Corporate Sustainability, Identity, Culture, Valuation, Relationships, Crisis Prevention - Information Sources, Channels and Digital Media - Transformation of the Concept of Decision-making - The Importance of Demographics and Multigenerational Audiences - Uncertainty_Nothing Is Forever - Looking Around Corners - Sources and Further Reading - Contributors - Index.

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List of Figures - List of Tables - List of Sidebars - List of Appendices - Introduction - The Corporate Communication Environment - The Importance and Impact of Intangibles Corporate Sustainability, Identity, Culture, Valuation, Relationships, Crisis Prevention - Information Sources, Channels and Digital Media - Transformation of the Concept of Decision-making - The Importance of Demographics and Multigenerational Audiences - Uncertainty Nothing Is Forever - Looking Around Corners - Sources and Further Reading - Contributors - Index.

Rezensionen

«Goodman and Hirsch's book is essential reading for corporate communications executives. Insightful and practical, it will help them become better counselors to their CEOs, better partners with their C-suite colleagues, and better leaders of their own organizations.» (Dick Martin, Executive Vice President, AT&T (retired); Author, 'Secrets of the Marketing Masters')
«In situating corporate communication issues and practices within the context of globalization, rapid technological change, and the networked organization, Goodman and Hirsch offer readers a compelling and necessary discussion of the forces influencing corporate communication, and they utilize a host of contemporary examples to do so. This book is a must read for researchers and practitioners interested in business, corporate communication, corporate social responsibility (CSR), and environment society governance (ESG) on the global stage. Goodman and Hirsch encourage us all to think carefully about what effective corporate communication should look like in the 21st century.» (Stacey L. Connaughton, Associate Professor, Department of Communication, Purdue University)
«In today's global environment, there is no function within a major corporation more important than what is commonly called corporate communication. This new book, 'Corporate Communication: Strategic Adaptation for Global Practice', written by Goodman and Hirsch, supports that conclusion with comprehensive and convincing evidence. Large companies cannot succeed today without successfully managing relationships with their key constituencies in the context of what is desired by those constituencies. Previously, only the CEO him or herself has been in a position to view all of those audiences with a balanced view of what is ethical and correct behavior. The fully developed corporate communication function of today has evolved to work side by side with the CEO and Boards of Directors. The function not only influences what and how a company speaks, but also how it acts. The Goodman/Hirsch book makes that case more strongly than any text written in the past. It should be must reading for not only the professional communicator but for all CEOs and Boards of Directors to see the unique and priceless value the corporate communication function can bring to the corporate table today.» (James E. Murphy, Retired Chief Marketing and Communications Officer of Accenture; Chairman & CEO of Murphy & Co.)
«Goodman and Hirsch capture not only the theory and organization of corporate communication, but its true heart and soul, even as they show you how to ground this practice in a wholly changed and changing world.» (Raymond C. Jordan, Corporate Vice President Public Affairs & Corporate Communications, Johnson & Johnson)