TY  - BOOK
AU  - Goodman,Michael B.
AU  - Hirsch,Peter B.
TI  - Corporate communication: tactical guidelines for strategic practice 
T2  - Corporate communication collection,
SN  - 9781606493090
AV  - HF5718 
PY  - 2012///.]
CY  - [New York, N.Y.] (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Business communication
KW  - Communication in management
KW  - Corporate communication
KW  - crisis communication
KW  - corporate citizenship
KW  - media relations
KW  - investor relations
KW  - reputation management
KW  - communication strategy
KW  - communication policy
KW  - corporate culture
KW  - employee engagement
KW  - social media
KW  - corporate blogging
KW  - external communication tools and techniques
KW  - communication metrics
KW  - communication measurement
KW  - corporate communication skill set
KW  - [genre]
N1  - Includes bibliographical references (pages 141-142) and index; 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; Access restricted to authorized users and institutions; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000097.html
ER  -