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Corporate Communication

ISBN-10: 0073403172
ISBN-13: 9780073403175
Edition: 6th 2013
Authors: Paul A. Argenti
List price: $103.99 Buy it from $36.12
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Description: Corporate Communication, 6th Edition shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the  More...

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Book details

List price: $103.99
Edition: 6th
Copyright year: 2013
Publisher: McGraw-Hill Education
Publication date: 10/1/2012
Binding: Paperback
Pages: 328
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.320
Language: English

Corporate Communication, 6th Edition shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Preface to the Sixth Edition
A Note on the Case Method
Acknowledgments
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 Principles
Don't Assume Problems Will Magically Disapper
Keep Corporate Communication Connected to Strategy
Conclusion
Two Kids in a Sandbox
Don't be Evil
The Chinese Market
NGOS, Competitors, and Congress Make Noise
Pressure from Shareholders and China
Case Questions
Communicating Strategically
Communication Theory
Developing Corporate Communication Strategies
Setting an Effective Organization Strategy
Analyzing Constituencies
Delivering Messages Effectively
Constituency Responses
Conclusion: The Corporate Communication Connection to Vision
Case Questions
An Overview of the Corporate Communication Function
From "PR" to "CorpComm"
The First Spin Doctors
A New Function Emerges
Corporate Communications Today
Specific Responsibilities of Corporate Communications
To Centralize or Decentralize Communications?
Where Should the Function Report?
Working Strategically with External PR and Communication Agencies
The Subfunctions within the Function
Identity, Image, and Reputation
Corporate Advertising and Advocacy
Corporate Responsibility
Media Relations
Marketing Communications
Internal Communications
Investor Relations
Government Relations
Crisis Management
Conclusion
Tea Drinkers Heaven
From Moonshine to Big Time
Growing Their Brand
Communications Role
Case Questions
References
Identity, Image, Reputation, and Corporate Advertising
What Are Identity and Image?
Differentiating Organizations through Identity and Image
Shaping Identity
A Vision That Inspires
Corporate Brands
Putting It All Together: Consistency Is Key
Identity Management in Action
Conduct and Identity Audit?
Set Identity Objectives
Develop Designs and Names
Develop Prototypes
Launch 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
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 Employees
Conclusion
JetBlue Takes Off
The Perfect Storm
On Thin Ice
Misery Loves Coverage
Congress Comes Calling
Conclusion
Case Questions
Corporate Responsibility
What Is Corporate Responsibility?
The UN Global Compact Ten Principles
The Twenty-First Century'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
Fair Trade Coffee
Starbucks' Issues with Fair Trade Coffee
The Starbucks Culture
The Fair Trade Decision
Case Questions
Media Relations
The Evolution of the News Media
The Growth of Business Coverage in the Media
Building Better Relation with the Media
Conducting Research for Targeting Traditional Media
Researching and Engaging the Expanded "Press"
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 Strategically
Developing an Online Media Strategy
Extend Your Media Relations Strategy to the Blogosphere
Handle Negative News Effectively
Conclusion
History of the Adolph Coors Company
The Coors Mystique
The Nature of the Brewing Industry
Marketing and Distribution at Coors
Management-Labor Relations at Coors
Nationwide Boycott
Federal Lawsuit
David Sickler and the AFL-CIO
Corporate Communication at Coors
Shirley Richard
Confrontational Journalism
Open or Closed Door?
Case Questions
Internal Communications
Internal Communications and the Changing Environment
Organizing the Internal Communication Effort
Goals for Effective Internal Communications
Where Should Internal Communications Report?
Implementing an Effective Internal Communication 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
Westwood Publishing Background
Corporate Communication at Westwood
The Voluntary Severance and Early Retirement Program
Communicating About the Plans
Case Questions
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 Value
Investor Relations and the Changing Environment
Conclusion
History of Steelcase, Inc.
Identity, Vision, and Reputation
The Initial Public Offering
Steelcase as a Public Company (IPO TO JUNE 2000)
The Investor Relations Effort (1998-2000)
Case Questions
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 Basis
Political Action Committees
Conclusion
The Controversy Comes to a Head
The Disney's America Concept and Location
The Virginia Piedmont
Disney's Plans Revealed
Piedmont Opposition
Disney's Campaign
The PEC's Campaign
The Vote
The Historians and Journalists Take Over
Disney's Response
Congressional Hearing
The Debate Continues
The Decision
Case Questions
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 a 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
History of Coke
Indian History
Coke in India
The Indian Beverage Market
Marketing Cola in India
Corporate Social Responsibility
Previous Coke Crises
Corporate Communication at Coca-Cola
NGO Activism
Indian Regulatory Environment
The Initial Response
Gupta's Dilemma
Case Questions
Case Bibliography
Bibliography
Index

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