The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside.
Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication.
The practical insights demonstrated via cases including Google, Unilever and Barclays make this book useful reading for MBA and other graduate classes across areas such as public relations and reputation management as well as thinking managers across the globe.
Table of Contents
1. Aligning Stakeholders through Corporate Communication 2. Gathering Internal Intelligence 3. Developing a Roadmap for Internal Alignment 4. Benefiting from Corporate Communication Support 5. Gathering External Intelligence 6. Developing a Roadmap for External Alignment 7. Benefiting from CC Support 8. Measuring Success of Alignment Efforts 9. Alignment Building and Maintaining Total Stakeholder Support
Cees B.M. van Riel is Professor of Corporate Communication at Erasmus University, the Netherlands. His other publications include Essentials of Corporate Communication (Routledge, 2007).