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Description
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.
Table of Contents
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.
Product details
| Published | 04 Oct 2016 |
|---|---|
| Format | Paperback |
| Edition | 1st |
| Extent | 210 |
| ISBN | 9781137544070 |
| Imprint | Bloomsbury Academic |
| Dimensions | Not specified |
| Publisher | Bloomsbury Publishing |
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