Corporate Communications: Theory and Practice

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9780761944355: Corporate Communications: Theory and Practice
Vom Verlag:

`A welcome and important addition to the limited writing already available on corporate communication. The book focuses correctly on the strategic management perspective necessary for an understanding of this area. It will be of enormous help to practitioners and academics in their quest to understand what may well be the most important functional area for most corporations in the coming years' - Paul A Argenti, Professor of Management and Corporate Communication, The Tuck School of Business at Dartmouth, USA

`This is the text that practitioners, academics, and students in corporate communications have been waiting for. The book is accessible, comprehensive and is well balanced in discussing both theoretical and practical perspectives upon corporate communications. It is simply a must-read for those who want to be at the cutting edge of corporate communications' - Phil Harris, Professor of Marketing, University of Otago and International Director of the European Centre for Public Affairs in Brussels

Corporate Communications provides the most comprehensive and up-to-date treatment of the subject including: the criticality of the function; strategies and activities involved; and how it can be managed and organized properly. The book incorporates current thinking and developments on these topics from both the academic and practitioner worlds, combining a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day affairs and in their strategic and tactical communication decisions.

Illustrative examples and case studies are truly international; based on companies in the United States, United Kingdom, continental Europe and elsewhere.

View Case Studies Online

Case studies on Virgin, British Airways and Toyota are available online now by clicking here

The book provides: insights into the nature of the corporate communication profession; the issues that define this profession; the strategies and activities that fall within its remit; and the ways in which it can be managed and organized in companies and agencies alike.

It addresses three important questions:

- What is corporate communications, and how can it be defined?

- What strategies and activities are central to this profession?

- What is the organizational location, status and role of this profession?

Important issues (e.g. corporate social responsibility, stakeholder management, integrated communications, reputation management) in managing and organizing corporate communications are all discussed, providing practising managers with appropriate concepts, theories and tools to make better management and communication decisions. Readers will gain a greater appreciation and a more in-depth understanding of the range of topics covered in corporate communication management as well as a means to organize their thoughts about those topics.

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