1st Edition
Understanding Corporate Communications
Foreword
Introduction
1. Corporate communications theory
1.1. A brief history of corporate communications
1.2. What is corporate communications?
1.3. Corporate communications as a branch of public relations
1.4. The function of corporate communications
1.5. Who are stakeholders?
1.6. Principles of corporate communications
2. The essence of corporate communications
2.1. Company image and reputation
2.2. Corporate brand and identity
2.3. The company’s soul, mission, and religion
2.4. How do you form a proper corporate culture?
2.5. Corporate social responsibility
3. Corporate communications directions
3.1. Interacting with consumers
3.2. Internal communications
3.3. Investor relations
3.4. Media relations and interacting with bloggers
3.5. Working on the image of a company’s CEO
3.6. Government relations
4. Corporate communications practice
4.1. Company communication strategies
4.2. How does a corporate communications department work?
4.3. Crisis communications
4.4. Creativity in corporate communications
4.5. Measurement and evaluation models in corporate communications
5. Corporate communications channels
5.1. Types of communication channels
5.2. How do you organise a corporate event?
5.3. Corporate media
5.4. Social media usage
5.5. Trends in corporate communications technologies
Conclusion
Index
Biography
Dmytro Oltarzhevskyi is a Professor in the Department of Advertising and Public Relations in the Educational and Scientific Institute of Journalism at Taras Shevchenko National University of Kyiv, Ukraine.
Yevgen Zagorulko is a strategic communications management consultant in Kyiv, Ukraine and member of the Chartered Institute of Public Relations, UK.
“This book provides a clear and practical overview of corporate communications. Combining theory with real-world examples, it is a valuable resource for students and professionals looking to deepen their understanding of the field. It serves as a strong foundation for mastering the subject.”
Dejan Verčič, University of Ljubljana, Slovenia
“Written in a practical, to-the point style, this book compresses all that should be known about corporate communication by practicing professionals in a single volume. It offers profound insights, practical tips and a clear roadmap for practice, backed up by lots of case examples. A must read.”
Joep Cornelissen, Erasmus University, The Netherlands
"This book provides an up-to-date vision for how to cope with uncertainty in corporate communication decision-making."
Cees B.M. van Riel, Erasmus University, The Netherlands
