Corporate Communication

ISBN-10: 0073377732

ISBN-13: 9780073377735

Edition: 5th 2009

Authors: Paul Argenti
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Book details

List price: $120.33
Edition: 5th
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 12/9/2008
Binding: Paperback
Pages: 288
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.100
Language: English

Preface to the Fifth Edition
A Note on the Case Method
The Changing Environment for Business
Attitudes toward American Business Through the Years
Hollywood: A window on Main Street and Wall Street
The Global Village
How to Compete in a Changing Environment
Recognize the Changing Environment
Adapt to the Environment without Compromising Priniciples
Don't Assume Problems Will Magically Disappear
Keep Corporate Communication Connected to Strategy
Conclusion
Case: Google Inc.
Communicating Strategically
Communication Theory
Developing Corporate Communication Strategies
Setling and Effective Organization Strategy
Analyzing Constituencies
Delinering Messages Appropriately
Constituency Responses
Conclusion: The Corporate Communication Connection to Vision
Case: Carson Container Corporation
An Overview of the Corporate Communication Function
From "PR" to "CorpComm"
The First Spin Doclors
A New Function Emerges
To Centralize or Decentralize Communications
Where Should the Function Report?
The Subfunctions within the Function
Identity and Image
Corporate Advertising and Advocacy
Corporate Responsibility
Media Relations
Marketing Communications
Internal Communications
Investor Relations
Government Relations
Crisis Management
Conclusion
Case: The Hewlett-Packard Company
Identity, Image, Reputation, and Corporate Advertising
What Are Identity and Image?
Differentiating Organizations through Identity and Image
Shaping Identity
A Vision That Inspires
Names and Logos
Putting It All Together Consistency Is key
Identity Management in Action
Conduct a Identity Audit
Set Identity Objectives
Develop Designs and Names
Develop Protolypes
Lanuch and Communicate
Implement the Program
Image: In the Eye of the Beholder
Building a Solid Reputation
Why Reputation Matters
Measuring and Managing Reputation
Corporate Philanthropy and Social Responsibility
What Is Corporate Advertising?
Advertising to Reinforce Identity or Enhance Image
Advertising to Attract Investment
Advertising to Influence Opinions
Who Uses Corporate Advertising and Why?
Increase Sales
Create a Stronger Reputation
Recruit and Retain Employes
Conclusion
Case: JetBlue Airways: Regaining Altitude
Corporate Responsbility
What Is Corporate Responsibility?
The New Millennium's CR Surge
The Upside of CR
CR and Corporate Reputation
Consumer Values and Expectations: Taking Matters into Their Own Hands
Investor Pressures: The Growth of Socially Responsible Investing
Responsibility Inside and Out: Employee Involvement in CR
Strategic Engagement: The Continued Influence of NGOs
Being Green: The Corporation's Responsibility to the Environment
Communicating About Corporate Responsibility
A Two-Way Street: Creating an Ongoing Dialogue
The Dangers of Empty Boasting
The Transparency Imperative
Getting It Measured and Done: CR Reporting
Conclusion
Case: Starbucks Coffee Company
Media Relations
The News Media
The Growth of Business Coverage in the Media
Building Better Relations with the Media
Conducting Research for Targeting Media
Responding to Media Calls
Preparing for Media Interviews
Gauging Success
Maintaining Ongoing Relationships
Building a Successful Media Relations Program
Involve Media Relations Personnel in Strategy
Develop In-House Capabilities
Use Outside Counsel Sparingly
Developing an Online Media Strategy
Extend Your Media Relations Strategy to the Blogosphere
Hardle Negative News Effacently
Condlusion
Case: Adolph Coors Company
Internal Communications
Internal Communications and the Changing Environment
Organizing the Internal Communication Effort
Gools for Effective Internal Commounications
Where Should Internal Communications Report?
Implementing an Effective Internal Communications Program
Communicate Up and Down
Make Time for Face-to-Face Meetings
Communicate Online
Create Employee-Oriented Publications
Communicate Visually
Focus on Internal Branding
Consider the Company Grapevine
Management's Role in Internal Communications
Conclusion
Case: Westwood Publishing
Investor Relations
Investor Relations Overview
The Evolution of Investor Relations
A Framework for Managing Investor Relations
The Objectives of Investor Relations
Types of Investors
Intermediaries
Developing an Investor Relations Program
How (and Where) Does IR Fit into the Organization?
Using IR to Add Vulue
Investor Relations and the Changing Environment
Conclusion
Case: Steelcase, Inc.
Government Relations
Government Begins to Manage Business: The Rise of Regulation
The Reach of the Regulatory Agencies
How Business "Manages" Government: The Rise of Government Relations
The Government Relations Function Takes Shape
The Ways and Means of Managing Washington
Coalition Building
CEO Involvement in Government Relations
Lobbying on an Individual Busis
Political Action Committees
Conclusion
Case: Disney's America Theme Park: The Third Battle of Bull Run
Crisis Communication
What Is a Crisis?
Crisis Characteristics
Crises From the Past 25 Years
1982: Johnson & Johnson's Tylenol Recall
1990: The Perrier Benzene Scare
1993: Pepsi-Cola's Syringe Crisis
The New Millennium: The Online Face of Crises-Data Theft and Beyond
How to Prepare for Crises
Assess the Risk for Your Organization
Set Communication Objectives for Potential Crises
Analyze Channel Choice
Assign a Different Team to Each Crisis
Plan for Centralization
What to Include in Formal Plan
Communicating During the Crisis
Get Control of the Situation
Gather as Much Information as Possible
Set Up a Centralized Crisis Management Center
Communicate Early and Often
Understand the Media's Mission in a Crisis
Communicate Directly with Affected Constituents
Remember that Business Must Continue
Make Plans to Avoid Another Crisis Immediately
Conclusion
Case: Coca-Cola India
Bibliography
Index
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