A bold addition to existing literature, this book provides an excellent overview of corporate communication. Taking an interdisciplinary approach, it offers readers the in-depth analysis required to truly understand corporate communication, corporate strategy and corporate affairs as well as the relevant public relations issues.
With a refreshing new approach to this topic, the authors challenge reductionist views of corporate communication, providing persuasive evidence for the idea that without an organizational communication strategy, there is no corporate strategy.
Written by an impressive list of international authorities, the text is well illustrated with contemporary case studies, drawing out the most pertinent best-practice outcomes of theoretically based applications. Its four sections cover:
- national communication
- international communication
- image, identity and reputation management
- the future for corporate communication theory and practice.
This is an essential one-stop reference for all academics, practitioners and students seeking to understand corporate communication and public relations.
Table of Contents
Section 1: Corporate Communication at National Level 1. Diversity Programmes: In the Contemporary Corporate Environment 2. A Practice Approach to Designing a Change Communication Programme 3. Corporate and Government Communication: Relationships, Opportunities and Tensions 4. Corporate Communication: In Listed and Unlisted Family Enterprises 5. Public Sector Corporate Communication: Strategic Challenges for the Executive 6. Public Relations and Democracy 7. Knowledge Management for Best Practice Section 2: Corporate Communication at International Level 8. Communication Audits: Building World-Class Communication Systems 9. The Impact of Terrorist Attacks on Corporate Public Relations 10. Different Corporate Communication Practice in Successful and Unsuccessful Companies 11. Advertising and Public Relations in China 12. Corporate and Organizational Communication 13. Assessing Integrated Corporate Communication 14. New Technology and the Changing Face of Corporate Communication 15. The Olympic Games: A Framework for International PR Section 3: Managing Image, Identity and Reputation 16. The Chinese Dimension 17. Corporate Reputation 18. Corporate Communication for Continuity Planning 19. PR Crisis Management in the Internet Mediated Era 20. Reputation and Leadership in a Broadcast Company 21. Facets of the Global Corporate Brand Section 4: The Future is Now 22. Priorities Old and New for UK PR Practice 23. Visualising the Message: Why Semiotics is the Way Forward - 24. Methodological Issues for Corporate Communication Research 25. Communication for Creative Thinking in a Corporate Context 26. Language as a Corporate Asset 27. The Global Village: It's Here! 28. Ethics and the Corporate Communicator 29. The New Frontier for Public Relations
Sandra Oliver is a senior academic lecturer and researcher at Thames Valley University, London where she directs the MSc Corporate Communication Programme. She is founding Editor-in-Chief of Corporate Communication International Journal and has written extensively on the topic of corporate communication, including Public Relations Strategy (2001) and Corporate Communication: Principles, Techniques and Strategies (1997).