Corporate Communication ISE

Höfundur: Paul A Argenti (Útgáfa: 8)
Corporate Communication ISE

Kaup valmöguleikar

Corporate Communication leggur áherslu á mikilvægi þess að byggja upp samræmt boðskiptakerfi innan fyrirtækja og lýsir því hvernig skipulagsheildir geta nýtt sér mikilvægar aðferðir og verkfæri til að halda forskoti á samkeppnina. Raundæmi og dæmi um aðstæður fyrirtækja tengjast efni hvers kafla og draga fram þær aðferðir sem fyrirtæki hafa beitt. Dæmin gefa lesendum færi á að taka þátt í raunverulegum ákvörðunum sem stjórnendur stóðu frammi fyrir í fjölbreyttum viðfangsefnum.

Nánar um bókina

Útgefandi
McGraw-Hill Higher Education (International)
ISBN
9781265611934
Print ISBN
9781265092252
Format
ePub
Útgáfa
8
Höfundar
Paul A Argenti
Tungumál
English
Útgefið
2022-01-07
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Title Page
  • Copyright
  • Dedication
  • Preface
  • Connect
  • A Note on the Case Method
  • Acknowledgments
  • Brief Table of Contents
  • Table of Contents
  • Chapter 1: The Changing Environment for Business
  • Attitudes toward American Business through the Years
  • Television, Social Media, and the Online World
  • The Global Village
  • How to Compete in a Changing Environment
  • Recognize the Changing Environment
  • Adapt to the Environment without Compromising Principles
  • Don’t Assume Problems Will Magically Disappear
  • Keep Corporate Communication Connected to Strategy
  • Conclusion
  • Case 1-1: Redwood Health System
  • Case Questions
  • Chapter 2: Communicating Strategically
  • Communication Theory
  • Developing Corporate Communication Strategies
  • Setting an Effective Organization Strategy
  • Analyzing Constituencies
  • Delivering Messages Effectively
  • Constituency Responses
  • Conclusion
  • Case 2-1: Carson Molding Company
  • Case Questions
  • Chapter 3: An Overview of the Corporate Communication Function
  • From “PR” to “CorpComm”
  • The First Spin Doctors
  • A New Function Emerges
  • Corporate Communications Today
  • Specific Responsibilities of Corporate Communications
  • To Centralize or Decentralize Communications?
  • Where Should the Function Report?
  • Working Strategically with External PR and Communication Agencies
  • The Subfunctions within the Function
  • Identity, Image, and Reputation
  • Corporate Branding
  • Corporate Responsibility
  • Media Relations
  • Marketing Communications
  • Internal Communications
  • Investor Relations
  • Government Relations
  • Crisis Management
  • Conclusion
  • Case 3-1: John Deere
  • A Storied Company
  • Shared History
  • Strong Headwinds
  • Getting to the Right Diagnosis
  • Stark Results
  • Puck Drop
  • Case Questions
  • Chapter 4: Corporate Brand and Reputation
  • The Frameworks: Understanding the Building Blocks
  • Understanding the Elements That Contribute to Brand
  • Brand in a Hyperconnected World
  • Consistency and Authenticity Are Key
  • Building a Solid Reputation
  • Why Reputation Matters
  • Measuring and Managing Reputation
  • Conclusion
  • Case 4-1: United Airlines Flight 3411
  • Case Questions
  • Chapter 5: Corporate Responsibility
  • What Is Corporate Responsibility?
  • The UN Global Compact Ten Principles
  • The Twenty-First Century’s CR Surge
  • Corporate Responsibility and the Media
  • The Upside of CR
  • CR and Corporate Reputation
  • Consumer Values and Expectations: Taking Matters into Their Own Hands
  • Investor Pressures: The Growth of Socially Responsible Investing
  • Responsibility Inside and Out: Employee Involvement in CR
  • Strategic Engagement: The Continued Influence of NGOs
  • Being Green: The Corporation’s Responsibility to the Environment
  • Communicating about Corporate Responsibility
  • A Two-Way Street: Creating an Ongoing Dialogue
  • The Dangers of Empty Boasting
  • The Transparency Imperative
  • Getting It Measured and Done: CR Reporting
  • Conclusion
  • Case 5-1: Starbucks Coffee Company
  • Fair Trade Coffee
  • Starbucks’ Issues with Fair Trade Coffee
  • The Starbucks Culture
  • Corporate Responsibility at Starbucks
  • The Fair Trade Decision
  • Case Questions
  • Chapter 6: Media Relations
  • The Evolution of the News Media
  • The Growth of Business Coverage in the Media
  • Building Better Relations with the Media
  • Conducting Research for Targeting Traditional Media
  • Researching and Engaging the Expanded “Press”
  • Responding to Media Calls
  • Preparing for Media Interviews
  • Gauging Success
  • Maintaining Ongoing Relationships
  • Building a Successful Media Relations Program
  • Involve Communications Professionals in Strategy
  • Develop In-House Capabilities
  • Use Outside Counsel Strategically
  • Developing an Online Media Strategy
  • Socialize Your Media Relations Strategy
  • Handle Negative News Effectively
  • Conclusion
  • Case 6-1: Adolph Coors Company
  • History of the Adolph Coors Company
  • The Coors Mystique
  • The Nature of the Brewing Industry
  • Marketing and Distribution at Coors
  • Management–Labor Relations at Coors
  • Nationwide Boycott
  • Federal Lawsuit
  • David Sickler and the AFL-CIO
  • Corporate Communication at Coors
  • Shirley Richard
  • Confrontational Journalism
  • Open or Closed Door?
  • Case Questions
  • Chapter 7: Internal Communications
  • Internal Communications and the Changing Environment
  • Organizing the Internal Communication Effort
  • Where Should Internal Communications Report?
  • Implementing an Effective Internal Communication Program
  • Communicate Up and Down
  • Make Time for Face-to-Face Meetings (Even If They Are Virtual)
  • Communicate and Monitor Online
  • Communicate Visually
  • Focus on Internal Branding
  • Management’s Role in Internal Communications
  • Conclusion
  • Case 7-1: Go Travel
  • Go Travel Background
  • Corporate Communication at Go Travel
  • The Voluntary Severance and Expedited Vesting Program
  • Communicating about the Plans
  • Case Questions
  • Chapter 8: Investor Relations
  • Investor Relations Overview
  • The Evolution of Investor Relations
  • A Framework for Managing Investor Relations
  • The Objectives of Investor Relations
  • Types of Investors
  • Intermediaries
  • Developing an Investor Relations Program
  • How (and Where) Does IR Fit into the Organization?
  • Using IR to Add Value
  • Investor Relations and the Changing Environment
  • Conclusion
  • Case 8-1: Steelcase, Inc.
  • History of Steelcase, Inc.
  • Identity, Vision, and Reputation
  • The Initial Public Offering
  • Steelcase as a Public Company (IPO to June 2000)
  • The Investor Relations Effort (1998–2000)
  • Case Questions
  • Chapter 9: Government Relations
  • Government Begins to Manage Business: The Rise of Regulation
  • The Reach of the Regulatory Agencies
  • How Business “Manages” Government: The Rise of Government Relations
  • The Government Relations Function Takes Shape
  • The Ways and Means of Managing Washington
  • Coalition Building
  • CEO Involvement in Government Relations
  • Lobbying on an Individual Basis
  • Political Action Committees
  • Conclusion
  • Case 9-1: Disney’s America Theme Park: The Third Battle of Bull Run
  • The Controversy Comes to a Head
  • The Disney’s America Concept and Location
  • The Virginia Piedmont
  • Disney’s Plans Revealed
  • Piedmont Opposition
  • Disney’s Campaign
  • The PEC’s Campaign
  • The Vote
  • The Historians and Journalists Take Over
  • Disney’s Response
  • Congressional Hearing
  • The Debate Continues
  • The Decision
  • Case Questions
  • Chapter 10: Crisis Communication
  • What Is a Crisis?
  • Crisis Characteristics
  • Crises from the Past 40 Years
  • 1982: Johnson & Johnson’s Tylenol Recall
  • 1990: The Perrier Benzene Scare
  • 2015: Volkswagen Emissions Scandal
  • The Online World—Data Theft and Beyond
  • Crises of the Past Decade
  • How to Prepare for Crises
  • Assess the Risk for Your Organization
  • Set Communication Objectives for Potential Crises
  • Analyze Channel Choice
  • Assign a Different Team to Each Crisis
  • Plan for Centralization
  • What to Include in a Formal Plan
  • Communicating During the Crisis
  • Step 1: Get Control of the Situation
  • Step 2: Gather as Much Information as Possible
  • Step 3: Set Up a Centralized Crisis Management Center
  • Step 4: Communicate Early and Often
  • Step 5: Understand the Media’s Mission in a Crisis
  • Step 6: Communicate Directly with Affected Constituents
  • Step 7: Remember That Business Must Continue
  • Step 8: Make Plans to Avoid Another Crisis Immediately
  • Conclusion
  • Case 10-1: Carnival Corporation: The Costa Concordia Crisis
  • Carnival Corporation & Plc
  • Micky Arison
  • Tragedy on the Water
  • Carnival’s Response
  • A Crisis-Communications Disaster or Success?
  • Case Questions
  • Bibliography
  • Index