Business for Communicators
The Essential Guide to Success in Corporate and Public Affairs
- Available for pre-order. Item will ship after September 22, 2021
Business for Communicators provides future and current professional communicators with a hands-on, working knowledge of how businesses profit, grow, and adapt in their competitive environments.
Corporate communicators aspire to sit at the decision-making table but too often fall short because of an inability to speak the language of business or effectively apply a business mindset to communication strategy. Business for Communicators provides the in-depth business literacy these professionals need, beyond just building the case for business intelligence, explaining business basics, or how business sense is applied in corporate settings. The text delves into the details of corporate finance, accounting, marketing, strategy, operations and economics to provide a theoretical grounding and a working knowledge that business communicators can apply to every decision they make. Real world applications illustrate concepts covered, focus on the communication implications of business outcomes, and provide opportunities for extended learning and discussion.
This book is an essential resource for advanced undergraduate and postgraduate students, as well as professional corporate communicators ready to enhance their influence and advance their careers with business acumen.
An accompanying website, blog, email, and social media platforms provide additional resources, interaction, commentary, and responses to questions from educators and practitioners, as well as teaching materials for educators, at www.thecommunicatorsmba.com.
Table of Contents
1. Why You Need to Speak the Language of Business
2. Capitalism: Its Benefits and Discontents
3. A Micro and Macro View of the Economy
4. The Art and Science of Financial Statements
5. How and Why Finance Rules the Business World
6. Marketing Envy and Other Observations
7. Getting Comfortable with the Quants
8. Why You Cannot Ignore Operations Management
9. The Care and Feeding of Human Capital
10. What is Strategy?
11. And Here Comes Legal
12. Last but Not Least: Business Ethics
Sandra Duhé is Associate Professor and Chair of Corporate Communication and Public Affairs at Southern Methodist University, USA.
"As a teacher of graduate and undergraduate courses in public relations management, I have long sought this book, Business for Communicators, to give my students a business mindset for their public relations careers. This book is an essential guide to organizational livelihoods – e.g., finance, marketing, and data analytics within the broader perspective of the US economy. A very welcome book for our classrooms and industry."
Elizabeth L. Toth, Professor, Department of Communication, University of Maryland, USA
"This easy-to-read and oftentimes entertaining book provides a wide range of business knowledge that is essential for corporate communicators, for students who aspire to such careers and for educators whose business literacy may be limited. In a sole volume that includes a brief history of capitalism, the book's uniquely qualified author teaches contemporary business practices, including micro- and macroeconomics, financial statements, operational management, legal considerations and a range of related topics that are insufficiently covered in existing communication textbooks."
Dean Kruckeberg, Professor, University of North Carolina at Charlotte, USA
"A must read for communications professionals seeking to advance and enrich their leadership. Dr. Duhe’s insightful and highly readable book will help you gain a vital second language—business, the vocabulary of big decision-making. The book provides a rich breadth and depth of business knowledge highlighted by case studies and real examples. Read it and become business smart."
Bruce K. Berger, Professor Emeritus, Advertising & Public Relations, University of Alabama, USA
"Since the days of Eddy Bernays, when public relations went mainstream and corporate communicators claimed the mantle of a profession, a serious credibility gap has existed. Far too many communication specialists have no business acumen. They don’t understand how the organizations that employ them make money. They have real no understanding of how business and economics function to produce prosperity, wealth and opportunity.
"Sandra Duhe’s brilliant new book, Business for Communicators is a serious first step in closing that gap. Short of getting your own MBA, this is the resource you’ll need to fully understand the levers of commerce and inner-workings of the enterprise you’ve chosen. Her work is carefully researched, thoughtfully organized, and exceptionally well expressed. Keep this one on the shelf and read it periodically. You’ll never again be regarded as an amateur."
James Scofield O’Rourke, IV, Professor of Management, University of Notre Dame, France
"We have enjoyed working with prominent educators like Sandy Duhe to advance the level of business acumen within the communications profession and contribute more to strategic decision-making. Sandy's new book, Business for Communicators, is an important addition to this vital conversation."
Matt Ragas and Ron Culp, College of Communication, DePaul University, USA