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corporate comm

By Udin Kusuma

Contents
List of Boxes, Figures and Tables vii
Preface 1
Part 1 Mapping the Field 7
Chapter 1: Circumscribing Corporate Communications:
Theory and Practice 9
1.1 Introduction 9
1.2 The intersection of theory and practice 11
1.3 Theory and practice perspectives on corporate
communications 16
1.4 The strategic management perspective on
corporate communications 20
1.5 Chapter summary 28
Chapter 2: Corporate Communications in
Historical Perspective: Marketing, Public
Relations and Corporate Communications 32
2.1 Introduction 32
2.2 The birth of communications management 34
2.3 Communications management comes of age 41
2.4 Corporate communications and
communications management 46
2.5 Chapter summary 52
Chapter 3: Corporate Communications in
Theoretical Perspective: Stakeholders,
Identity and Reputation 56
3.1 Introduction 56
3.2 Understanding stakeholder management and
corporate communications 57
3.3 Understanding identity and corporate
communications 67
3.4 Understanding reputation and corporate
communications 79
3.5 Chapter summary 87
Part 2 Corporate Communications in Practice 93
Chapter 4: Communications Strategy: Theory and Practice 95
4.1 Introduction 95
4.2 Perspectives on strategy in corporate
communications 96
4.3 Making strategy: the process and practice of
communications strategy 102
4.4 Challenges and issues in communications strategy 118
4.5 Chapter summary 121
Chapter 5: The Organization of Communications:
Theory and Practice 125
5.1 Introduction 125
5.2 Perspectives on communications organization 126
5.3 Vertical structure 132
5.4 Horizontal structure 142
5.5 What explains structure? 147
5.6 Chapter summary 152
Chapter 6: Communications Practitioners: Theory
and Practice 156
6.1 Introduction 156
6.2 The roles and practices of
communications practitioners 158
6.3 The status and development of the
communications profession 164
6.4 Chapter Summary 171
Part 3 Retrospect and Prospect 175
Chapter 7: The Future of Corporate Communications 177
7.1 Introduction 177
7.2 The challenges ahead 178
7.3 Chapter summary 181
Glossary 182
Index 199
vi Contents
List of Boxes, Figures and Tables
Boxes
1.1 Management brief: how to ‘use’ corporate
communications theory in practice 14
2.1 Case study: Barclays Bank (UK) 43
2.2 Case study: stakeholder management in the petroleum industry 49
3.1 Case study: the Co-operative Bank and
corporate social responsibility 64
3.2 Management brief: corporate social responsibility reporting 65
3.3 Case study: corporate identity in the financial sector 74
3.4 Starbucks Coffee Company: an exercise in aligning
identity and reputation 80
4.1 Case study: the launch of Orange in the UK – clarifying the link
between corporate strategy and communications strategy 101
4.2 Management brief: stakeholder mapping 108
4.3 Case study:Wal-Mart and its communications strategy 116
5.1 Case study: Sara Lee/DE – organizing communications
in a multinational coporation 140
5.2 Management brief: steps in organizing communications 150
6.1 Management brief – using role types for
professional development programmes 163
Figures
1.1 The intersection of theory and practice in
corporate communications 13
1.2 Theory and practice perspectives upon corporate communications 16
2.1 The historical development of public relations and marketing 36
2.2 Public relations and marketing activities and their overlap 40
3.1 Input–output model of strategic management 58
3.2 Stakeholder model of strategic management 59
3.3 Identity, reputation and stakeholder management 69
3.4 The corporate reputation of two companies compared 85
4.1 A traditional process of developing communications campaigns 100
4.2 The communications strategy model 104
5.1 The vertical and horizontal structure in
communications organization 129
5.2 A matrix structure of communications organization 131
Tables
1.1 Academic and practitioner orientations to
corporate communications 12
1.2 Theoretical perspectives upon corporate communications 18
1.3 Characteristics of strategic management and
operational management 22
1.4 The vocabulary of corporate communications 25
2.1 Historical models of public relations 35
2.2 Examples of marketing public relations worldwide 39
2.3 Drivers for integration 42
3.1 Contractual and community stakeholders 62
3.2 Identity structures 72
3.3 Organizational identity research methods 76
3.4 Overview of the Fortune, Reputation Quotient and
Financial Times reputation surveys 82
3.5 Corporate reputation research methods 86
4.1 Roles of communications professionals and their strategic input 120
5.1 Consolidation of communications disciplines in US companies 134
6.1 Practitioners’ views about the qualities needed in communications 166

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