Strategic Corporate Communication

ISBN-13: 9781137544070 / Angielski / Miękka / 2016 / 210 str.

Richard Stanton

Opis

Taking a new approach to strategic corporate communication, this book provides students and practitioners with the tools needed to understand what makes a successful communication strategy and how to implement it. It features global case studies from a wide range of business sectors to link theory and models with real world practice.

Spis treści

Introduction: A Grand Strategy for Profitable Corporate Communication 1. A Brief History of Corporate Communication 2. Reverse Engineering Strategic Corporate Communication 3. A New Theory for Corporate Strategic Communication 4. Identifying Stakeholders 5. Stakeholder Engagement and Management 6. Grand Strategy, Narrative Theory and Taxonomies of Corporate Strategy Selection 7. The Relevance of Mayhew's Rhetorical Practices 8. Corporate Social Responsibility 9. Structuring Reporting Mechanisms & the Functions of Corporate Communication 10. Assessments and Challenges.

O autorze

Dr Richard Stanton has taught corporate strategic communication at the University of Sydney and Temple University, Philadelphia. He has been a visiting professor in the Department of Communication, University of North Carolina - Charlotte and is currently visiting professor in the Department of Social and Political Sciences, The University of Milan.