Corporate Communication: Transformation of Strategy and Practice

ISBN-13: 9781433165689 / Angielski / Twarda / 2020 / 164 str.

Michael B. Goodman; Peter B. Hirsch

Opis

Corporate Communication: Transformation of Strategy and Practice focuses our understanding of the foundation on which corporate communication was established and provides the context to analyze corporate communication practices from corporations' initial uses of the Internet to the contemporary fragmented media environment.

Recenzje

"Our profession is at an inflection point created by digital empowerment, hyper-transparency, and global interconnectedness. Corporate Communication: Transformation of Strategy and Practice is an indispensable guide for any communication executive seeking to navigate these currents to create an impactful career for themselves and competitive advantages for their company."-Richard A. Woods, Senior Vice President, Corporate Affairs (Retired), Capital One

Spis treści

List of Figures - List of Tables - List of Sidebars - List of Appendices - Introduction - The Corporate Communication Environment - The Importance and Impact of Intangibles Corporate Sustainability, Identity, Culture, Valuation, Relationships, Crisis Prevention - Information Sources, Channels and Digital Media - Transformation of the Concept of Decision-making - The Importance of Demographics and Multigenerational Audiences - Uncertainty Nothing Is Forever - Looking Around Corners - Sources and Further Reading - Contributors - Index.

O autorze

Michael B. Goodman, Ph.D. is Professor and Director of the MA in Corporate Communication at Baruch College, The City University of New York; and Director of CCI Corporate Communication International. He is Visiting Professor at Aarhus University (Denmark), Hong Kong Polytechnic University, and Universita IULM (Italy). He has published widely, including: Corporate Communication: Critical Business Asset for Strategic Global Change and Corporate Communication: Strategic Adaptation for Global Practice. He has been a consultant to more than 40 corporations and institutions on corporate communication, managerial communication, problem-solving, new business proposals, change, and corporate culture.

Peter B. Hirsch is Executive Vice President and Director, Reputation Risk at Ogilvy Public Relations Worldwide. He has more than 25 years' experiences a consultant to global corporations. He holds adjunct academic appointmentys at Baruch College, CUNY; Columbia University; and Fordham University. He co-authored Corporate Communication: Critical Business Asset for the Challenge of Global Change; Corporate Communication: Strategic Adaptation for Global Practice; and Corporate Communication: Tactical Guidelines for Strategic Practice with Michael B. Goodman.