Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art GuideThis book serves as an easy-to-read, up-to-date practical guide on professional corporate communication. The key market for this book is the Asia-Pacific region, mainly because there is a gap in know-how in corporate communication among many industry sectors. In addition, at present, one cannot find a lot of educational literature about corporate communication in the market. Therefore, this guidebook closes that gap. In Asia, companies are starting to realize the importance of corporate communication in all areas (external and internal corporate communication, crisis communication (Example: TEPCO) and political communication / government relations / lobbying). This is triggered not only by the recent high profile and success of targeted (political) communication in the USA, but also by the notorious export-orientation of many Asian companies and their increasingly multi-national orientation (fostered by M&A and foreign investments). In addition, the increasing importance of online communication and digital/social media is an important reason why existing guidebooks on corporate communication have to be reassessed and modernized. This book focuses on all major aspects of modern corporate communication, including online / digital communication, and covers new developments, such as “fake news”, “post-truths”, “political correctness”, “the art of bridging” and other new phenomena in the world of (corporate) communication. Simple cartoon-style drawings supplement the text in order to facilitate reading and learning. Corporate communication professional, as well as students and professors in business/management programs, will be given tools to effectively and successfully plan and implement corporate communication strategies and tactics in all major areas. |
Contents
1 | |
2 Planning for Corporate Communication | 79 |
3 Media Communication | 178 |
4 Employee Internal Communication | 363 |
5 Investor Communication | 399 |
6 Political Communication | 405 |
7 ConflictCrisis Communication | 425 |
Other editions - View all
Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide Rudolf Beger No preview available - 2018 |
Common terms and phrases
addition advertising artist become blog bloggers charity communication strategy communication tools company’s messages company’s website Corporate Communication activities Corporate Communication expert Corporate Communication manager Corporate Communication Plan Corporate Communication practitioner Corporate Communication professional create credibility crisis situation culture data room develop donations effective employees engage event EXAMPLE Facebook fans goals hashtag important industry interest internal communication Internet interview investor involved issue journalists LinkedIn marketing Millennials needs negative newsworthy non-profit organisations normally opinion leaders organisation’s personal brand platforms podcast political positive posts potential press conference press release promote question read Sect readers relationship relevant response result rumours sector share smartphones SMPR social media social networks speaker specific speech spokesperson sponsorship stakeholders story success tactics target audiences target group terrorists top management trade association tweet Twitter unique selling proposition users YouTube