Corporate communication tactical guidelines for strategic practice /
Michael B. Goodman and Peter B. Hirsch.
- first edition.
- [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2012.
- 1 electronic text (x, 145 pages) : digital file.
- Corporate communication collection, .
Introduction -- 1. Corporate communication: adapting to change -- 2. Corporate communication and contemporary business challenges -- 3. Understanding the business environment, linking with its history -- 4. Strategic and tactical models for corporate communication practice: a workshop approach for strategic planning and tactical performance -- 5. Tools and techniques for internal corporate communication -- 6. Tools and techniques for external corporate communication -- 7. Metrics: measures that determine the success of communication -- 8. Research and resources -- Notes -- References -- Index.
The communication professional in 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.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
9781606493090
Business communication. Communication in management.
Corporate communication crisis communication corporate citizenship media relations investor relations reputation management communication strategy communication policy corporate culture employee engagement social media corporate blogging external communication tools and techniques communication metrics communication measurement corporate communication skill set