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| Introduction | |
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| Foreword | |
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| Gods and General Managers | |
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| L'essence de L'elephant | |
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| Just in Time... | |
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| A Brave New, Flat World | |
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| The Take Away | |
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| Why a New Book on Corporate Communication? | |
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| Corporate Communication as a Field of Study and a Community of Practice | |
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| The Missing Link of Corporate Communication as a Field of Study | |
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| Corporate Communication as a Community of Practice | |
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| Attempts to Integrate the Field of Corporate Communication | |
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| The Challenge to Identify the Construct Space of Corporate Communication | |
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| Overhauling the Field | |
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| The Need for a Theoretically Based Organizing Framework | |
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| Summary | |
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| Review Questions | |
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| Strategic Corporate Communication: An Integrated View | |
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| Competing Values Framework for Corporate Communication (CVFCC) | |
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| Communication Perspectives | |
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| Functionalism | |
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| Interpretivism | |
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| Critical Approaches | |
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| Self-Efficacy | |
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| Communication as Organizing | |
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| Apollo 13 | |
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| High Reliability Organizations | |
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| Communication Systems and Goals | |
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| Balancing Competing Tensions | |
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| Summary | |
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| Review Questions | |
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| Case Study: Satellite Systems | |
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| Strategic Corporate Communication: External Image, Internal Identity | |
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| Integrated Corporate Communication | |
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| Sustaining and Managing Identity Programs | |
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| Primary Functions of Corporate Communication | |
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| Media Relations | |
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| Employee Relations | |
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| Government Relations | |
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| Investor Relations | |
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| Summary | |
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| Review Questions | |
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| Case Study: Starbucks Coffee Company | |
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| Identity, Reputation, and the Functions of Corporate Communication: A Strategic View | |
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| GE: Managing Image and Corporate Identity | |
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| Target: Managing Corporate Reputation | |
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| McDonald's: Promoting the New Image | |
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| Effective Communication Strategies | |
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| External Communications | |
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| Summary | |
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| Review Questions | |
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| Case Study: The Power of Symbols: Creating Corporate Identity at Agilent Technologies | |
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| Functions of Corporate Communication | |
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| Media Relations | |
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| Reputation and Media Relations | |
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| Enhancing Public Image through Issue Management | |
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| Branding the Image and Identity | |
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| Public Relations and Media Relations | |
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| Johnson & Johnson | |
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| Public Relations and Investor Relations | |
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| The Corporate Spokesperson | |
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| Summary | |
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| Review Questions | |
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| Case Study: Adolph Coors Company | |
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| Investor Relations | |
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| Stakeholders | |
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| Working with Financial Analysts | |
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| Managing Stockholder Confidence | |
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| Financial Reporting | |
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| Investor Relations and Corporate Reputation | |
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| Corporate Social Responsibility | |
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| Financial Performance and Corporate Reputation | |
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| Investor Relations Success Story | |
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| Financial Ethics | |
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| Summary | |
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| Review Questions | |
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| Case Study: The Press and the Stockholders | |
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| Government Relations | |
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| Externally Derived, Internally Enforced | |
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| Policy Fields | |
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| Firms Rush to End Reform | |
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| Importance of Government Relations | |
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| Altria | |
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| American Red Cross | |
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| Regulations and Boundary Spanning | |
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| Interdependence | |
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| Shaping Favorite Policies through Issue Management | |
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| Supplier Relations | |
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| Summary | |
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| Review Questions | |
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| Case Study: The Anti-Trust Case against Microsoft | |
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| Employee Relations | |
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| Aligning Identity with External Image | |
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| Strategic Conversation | |
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| Asking the Right Questions Rather than Giving Solutions | |
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| Motivating Employees | |
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| Integrating and Assimilating Employees-The Role of Culture | |
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| Mapping Culture in the Training Organization | |
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| Avoiding the Trap of Knowing-Doing | |
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| Positive Communication Relationships | |
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| Message Orientations | |
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| Mapping Message Orientations | |
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| A Diamond Model of Interactions | |
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| Managing for Organizational Integrity: The Social Contract with Employees | |
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| FedEx | |
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| Summary | |
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| Review Questions | |
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| Case Study: Hanover Software | |
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| External and Internal Communication | |
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| Marketing Communication and Corporate Advertising | |
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| Integrated Marketing Communication | |
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| Southwest Airlines | |
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| Sustainability | |
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| Issue Management and Corporate Advertising | |
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| PR and Corporate Advertising | |
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| Nonprofit Organizations | |
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| Managing Organizational Constituencies | |
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| Marketing Communication in Nonprofit Organizations | |
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| Marketing to Employees in Nonprofit Organizations | |
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| E-Channels for Nonprofit Organizations | |
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| Marketing Communication and Ethical Advertising | |
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| Summary | |
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| Review Questions | |
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| Case Study: Wal-Mart and Its Communications Strategy | |
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| Financial Communication and Corporate Social Responsibility | |
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| Enron: The Corporate Tactics | |
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| Arthur Andersen: Turning the Blind Eye | |
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| Tyco: Stealing the Vanity | |
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| WorldCom: The Giant Falls | |
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| Union Carbide | |
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| Financial Communication: The Sarbanes-Oxley Act of 2002 | |
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| Implementation Challenges | |
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| Enforcement | |
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| Summary | |
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| Review Questions | |
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| Case Study: Illinois Power and "60 Minutes": Communicating About the Communications | |
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| Organizational and Management Communication | |
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| Rule Theory: Rationalistic Approach to Communication | |
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| The Humanistic Approach | |
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| Rationalistic and Humanistic Communication Roles: A Competing Values Perspective | |
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| Facilitating Vertical Communication | |
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| Information Communication Technology | |
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| The Role of Informal Networks in Management Communication | |
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| Aligning Communication with Structures | |
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| Horizontal Management | |
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| Aligning Communication Processes in Loosely Coupled Structures | |
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| Managerial Ethics and Social Responsibility | |
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| The CEO and the Board of Directors | |
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| Structural Regulations | |
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| Policies and Standards | |
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| Reforms | |
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| The Ethical CEO | |
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| Communication between the CEO and Board Members | |
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| Building an Effective Board of Directors | |
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| Summary | |
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| Review Questions | |
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| Case Study: The Paradoxical Twins-Acme and Omega Electronics | |
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| Analysis and Control | |
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| Stakeholder Analysis | |
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| Communicating with Stakeholders: A CVFCC Approach | |
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| Firm-Stakeholder Relationships | |
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| StarKist | |
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| Principles of Stakeholder Management | |
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| Communicating Messages to Stakeholders | |
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| Steps in Stakeholder Analysis | |
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| Sources of Power | |
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| Assessing Stakeholders' Perceptions Using the CVFCC | |
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| Summary | |
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| Review Questions | |
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| Case Study: Granite City: Doing More with Less | |
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| Communication Audits within Organizations | |
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| Functionalism | |
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| Interpretivism | |
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| Uncertainty Reduction | |
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| The Process of a Communication Audit | |
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| Benefits | |
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| Identifying Communication Activities Across Managerial Levels | |
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| The Importance of Contextual Factors | |
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| Assessment of Managerial Communication Roles and Skills | |
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| Diagnosing Organizational Culture | |
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| Cultural Types | |
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| Cultural Audit in a Health Care Organization | |
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| Summary | |
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| Review Questions | |
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| Case Study: Planning the Project | |
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| Crisis Communication and Patterns of Corporate Response | |
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| Crisis Communication and Message Strategies | |
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| Fire at Deloitte Office Tower in Madrid: Deloitte Spain Maintains Activity | |
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| Southwest Airlines | |
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| Communication Failures | |
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| Failure at Dow Corning | |
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| Failure at the University of Maryland | |
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| Success for NASA | |
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| Success for Texas Eastern Transmission Corporation | |
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| Verizon: Effective Corporate Communication | |
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| Protecting the Image | |
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| Organizing the Exchange of Information | |
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| Restoring the Image | |
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| Stages of Crisis | |
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| The Importance of Culture in Managing Crises | |
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| Summary | |
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| Review Questions | |
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| Case Study: Tylenol Tampering Scare | |
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| Conclusion | |
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| Corporate Communication: The Maestro | |
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| Strategic Corporate Communication | |
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| The Theory and Practice of Corporate Communication | |
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| Integrative Case Study: The Acquisition of Abbott Hospital | |
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| Case Study: Mt. Mercy Acquires Abbott | |
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| Case Study: The End of the First Six Months | |
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| Integrative Case Study: BelBeck Production | |
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| References | |
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| Index | |
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| About the Author | |