- 210 pages
- English
- PDF
- Available on iOS & Android
Strategic Corporate Communication
About This Book
This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique 'reverse engineering' approach, it takes apart the components of corporate communication, examines the mechanics, then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations. This textbook will be recommended reading for advanced undergraduate and postgraduate students studying PR, corporate or strategic communications, either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies, especially those wishing to work in a communications role for a corporate or not-for-profit organisation after university.
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Table of contents
- Cover
- Contents
- List of Figures
- List of Tables
- Preface
- Acknowledgements
- Introduction: A grand strategy for profitable Âcorporate communication
- 1 A brief history of corporate communication
- 2 Reverse engineering corporate strategic communication
- 3 A new theory for corporate strategic communication
- 4 Stakeholders: their identification and relevance
- 5 Stakeholder engagement and management
- 6 Grand Strategy, Narrative Theory and Taxonomies of Corporate Strategy Selection
- 7 The relevance of Mayhewâs rhetorical practices
- 8 Corporate Social Responsibility
- 9 Structuring reporting mechanisms and the functions of corporate communication
- 10 Assessments and challenges
- References
- Index