Corporate Communication

Critical Business Asset for Strategic Global Change

by Michael Goodman (Author) Peter B. Hirsch (Author)
©2015 Textbook XX, 229 Pages


The communication role in organizations has changed, just as the nature of organizations has changed in response to the explosion of new communication technologies as well as global networks within organizations. Communication is more complex, strategic, and vital to the health of the organization than it used to be, and it will become increasingly important in the information-driven economy. This book builds upon the authors’ 2010 book, Corporate Communication: Strategic Adaptation for Global Practice, which focused on the role of the communicator. This volume examines, analyzes, and illustrates the practice of corporate communication as a critical business asset in a time of global change. It looks at the major communication needs in the lifecycle of organizations: M&A (mergers and acquisitions), structural change, culture change, innovation, new leadership, downsizing, global expansion, competition, ethical decision-making, political action, and employee engagement. These are all significant value-creating, and potentially value-destroying, events in which corporate communication, if used correctly, functions as a critical and strategic business asset.

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the authors
  • About the book
  • This eBook can be cited
  • Contents
  • Acknowledgments
  • List of Illustrations
  • Preface
  • Chapter One: Communication and Transformation in the Global Corporation
  • Chapter Two: Corporate Communication as a Critical Business Asset in a Time of Global Change
  • Chapter Three: The Lifecycle of Organizations and the Role of Corporate Communication
  • Chapter Four: Major Events for Corporations
  • Chapter Five: Strategic Models for Corporate Communication Practice
  • Chapter Six: Ethical Issues for Multinational Corporations
  • Chapter Seven: Technology and the Social Network
  • Chapter Eight: Political Opportunities and Risks Within and Across Borders
  • Chapter Nine: Metrics—Measures That Determine Corporate Communication Success
  • Chapter Ten: Looking Ahead
  • References
  • Further Reading and Websites
  • Index


Many colleagues, friends, and family graciously extended their insight and expertise in bringing this book to fruition. Many of them tirelessly reviewed every word as it emerged, provided sound critique and much needed encouragement along the way. We are enormously grateful to the many seasoned professional communicators who took the time to share the fruits of that experience with us including: James Arnold, Chris Atkins, Roger Bolton, Tom Buckmaster, Stephen Dishart, Ray Jordan, Dick Martin, Catherine Mathis, Gary Sheffer, Rich Teplitsky.

We are also grateful for the support and encouragement of Jeffrey Peck, dean of the Weissman School of Arts and Sciences at Baruch College/City University of New York, and Jana O’Keefe Bazzoni, chair of the Department of Communication Studies at Baruch.

We are particularly grateful to the many colleagues, professionals, friends, and students who have so graciously shared their experiences, insights, and comments with us. Our graduate students have been a constant source of ideas, questions, and information, particularly the graduate students in our seminars at Baruch College/City University of New York, Columbia University, Fordham University, New York University, Fairleigh Dickinson University, Aarhus University (Denmark), Hong Kong Polytechnic University, Libera Università di Lingue e Comunicazione IULM (Milan). We are particularly grateful to the graduate assistants at Baruch College/CUNY—Cynthia Chang, Mansura Ghaffar, Darnide Cayo, Anne Keller, Sin Yee Ng, Kelley Bertoli, Michelle Sack, Susanne Templo, Lauren Wolman, Priyanka Dave, Khiara McMillin.

Thanks to the members of the Advisory Board of the Master of Arts Program in Corporate Communication at Baruch College:

Nicholas J. Ashooh, senior director, Corporate & Executive Communication APCO Worldwide

← vii | viii → Christopher Atkins, managing director, US Public Relations and Internal Communications, PwC

Cynthia Bell, Adjunct Faculty, Baruch College/CUNY

Roger Bolton, president, Arthur W. Page Society

Norm Brust, (Retired) VP Corporate Communications Contel Corporation (now part of Verizon)

Matthew Cherry, director, Investor Relations & Communications, Brookfield Office Properties

Kristen Coco, Public Affairs & Media Relations, United Nations Global Compact

Steve Cody, managing partner, Peppercomm Strategic Communications

Linda Dunbar, director, Corporate Media Relations & External Communications, Wiley

Steven Field, MD, clinical ethics consultant, NYU Langone Hospital

Mansura Ghaffar, manager, Corporate Communication, Digitas Health

Rachel Lyn Honig, principal, Shankman|Honig

Domenica Karbid, president & COO, Loriet Sports

Annie Keller, account executive, Access Communications

Wendy Kouba, executive director, Strategy Realization Office, Merck Global Vaccines & Sterile Manufacturing

Christina Latouf, assistant vice president of Marketing, Communications and Public Affairs, Baruch College/CUNY

James E. Murphy, chairman and CEO, Murphy & Co.

Ralph Piscitelli, director, Office of Communications, The Conference Board

Craig Rothenberg, VP, Corporate Communication, Johnson & Johnson

Patricia Scott, PhD, president and CEO, Uhmms

Art Stevens, managing partner, StevensGouldPincus, LLC

Marc S. Strachan, VP, Multicultural Marketing, Diageo

Loretta Ucelli, vice president, Peter G. Peterson Foundation

Jayne Wallace, director, Corporate Communication, Sprint Prepaid/Virgin Mobile

Erica Yakobzon, business communications coordinator, National Hockey League

Colleagues from the Arthur Page Society have graciously shared their experiences and expertise with us. Thanks to Roger Bolton, Gary Sheffer, Tom Buckmaster, Catherine Mathis, and Bob DeFillippo.

Participants in the CCI—Corporate Communication International’s Conference on Corporate Communication—have generously contributed their thoughts and insights. Each has contributed directly and indirectly to this book. Special thanks go to Dr. John Liepzig, emeritus professor, University of Alaska Fairbanks; Dr. Krishna Dhir (retired), dean of the business school at Berry College; Dr. Stacy Connaughton of Purdue University; Dr. Alison Holmes, visiting fellow at Yale University; Dr. Finn Frandsen, Dr. Winni Johansen, and Dr. Frank Pedersen at Aarhus University. Thanks to Minna Mars Logemann.

We are grateful for the support of the members, advisors, and sponsors of CCI—Corporate Communication International.

Thanks to the members of the Advisory Board of CCI—Corporate Communication International:

← viii | ix → Danielle Badler, program director, Council of Corporate Communication Strategy II, The Conference Board (US)

Norman Booth, LittD, assistant vice president, Coyne PR (USA)

Thomas L. Buckmaster, vice president, Corporate Communications; president, Honeywell Hometown Solutions, Honeywell

Robin Cohn, president, Robin Cohn and Company (USA)

Alison Davis, CEO & Founder, Davis & Company

Robert DeFillippo, corporate vice president and chief communications officer, Global Communications, Prudential Financial, Inc.

Krishna S. Dhir, PhD, Henry Gund Professor of Management, Campbell School of Business, Berry College

Stephen K. Dishart, president, Dishart Communications and Crisis Management Consultants

Stuart Z. Goldstein, managing director, Corporate Communications & Public Affairs, Depository Trust & Clearing Corporation (retired)

Martin D. Hirsch, vice president & head of Communications Excellence & Reputation Management, Roche F. Hoffmann-La Roche Ltd.

Roger W. Hutt, PhD, associate professor, Department of Food and Agribusiness, W.P. Carey School of Business, Arizona State University

Dick Martin, business writer & AT&T (retired)

Catherine J. Mathis, senior vice president of Marketing and Communications, Standard & Poor’s

Peter Peyser, Peyser Associates LLC

Pamela J. Principe-Golgolab, president, PNA Associates Inc.

John Santoro, executive speech writer, Pfizer Inc.

Elizabeth Scott, ELS Consulting Services

Jo-ann Straat, head of US Internal Communication and US Corporate Philanthropy, Daiichi Sankyo, Inc. (retired)

Don R. Swanson, EdD, professor, Department of Communications, Monmouth University

Lowell B. Weiner, PhD, vice president, Corporate Communications, Florida Blue

Gideon de Wet, PhD, executive dean, Research and Development, Goven Mbeki Research and Development Center, University of Fort Hare, South Africa

James E. Whaley, sr. vice president, Communications, Sealed Air Corporation

Adam Yates, Director, Corporate Communications, Samsung Electronics America

Thanks to the academic partners of CCI—Corporate Communication International:

Wim J. L. Elving, PhD, editor, Corporate Communications: An International Journal; associate professor, Department of Communication, Amsterdam School of Communication Research (AsCoR), University of Amsterdam (The Netherlands)

Jesper Falkheimer, PhD, professor, Department of Strategic Communication Lund University (Sweden)

Finn Frandsen, mag. art., professor and director, Centre for Corporate Communication, Department of Business Communication, School of Business and Social Sciences, Aarhus University (Denmark)

← ix | x → Yan Jin, PhD, associate professor, School of Mass Communications, executive director, Center for Media+Health, Virginia Commonwealth University (USA)

Anne Kankaanranta, PhD, senior university lecturer, adjunct professor, Master’s Program in Corporate Communication, Unit of Organizational Communication Department of Management Studies, Aalto University School of Business (Finland)

Alessandra Mazzei, mag. art., associate professor of Corporate Communication and Public Relations, IULM University Milan (Italy)

Augustine Pang, PhD, deputy head & assistant professor, Division of Public & Promotional Communication, Wee Kim Wee School of Communication and Information, Nanyang Technological University (Singapore)

Roslyn Petelin, PhD, editor, Australian Journal of Communication & Convenor, Writing, Editing & Publishing Program, The University of Queensland (Australia)

Daniel W. C. So, EdD, professor, Department of Chinese Bilingual Studies (CBS) & acting head of the Department of Chinese Culture, The Hong Kong Polytechnic University (PRC)

Thanks to the CCI sponsors Amgen, conEdison, Honeywell, Johnson & Johnson, Pfizer, Prudential, Siemens, and Smucker’s.

Thanks to Dr. Nicholas D. J. Baldwin, dean of Wroxton College, England, for constant conversations over the years about living and working overseas, as well as Trudi Baldwin, director of the Master’s programs in communications at Columbia University’s School of Continuing Education.

Sincere thanks to David Milley, webmaster for CCI, for his dedication, knowledge, and insight. Thanks to Nanci Healy, editor of the Journal of Business Strategy, to Wim Elving, editor of Corporate Communication: An International Journal, and to Dr. Sandra Oliver, former editor of CCIJ.

Thanks, also, to Mary Savigar at Peter Lang for asking us if we had a book on corporate communication that we would like to write, and for believing in this project.

Thanks to Ann Kahn for her business insights, to Molly McOwen for helping me to understand anti-corruption regulations, and to Amanda Croushore for her insights into anti-trust legislation.

Special thanks to Craig M. Cook for his expertise with the grayscale graphics for the figures and with sizing the NYSE façade pediment photograph.

And finally, thanks to our wives Deborah Hirsch and Karen Goodman—our best critics, editors, and friends; and to our sons and daughters, J. David Goodman and Craig M. Cook, Tim and Becky Hirsch, who take for granted their important role in the world.

Michael B. Goodman

Peter B. Hirsch

New York City, 2014


Chapter 1: Communication and Transformation in the Global Corporation

SIDEBAR 1.1 The Corporation Defined

SIDEBAR 1.2 Courage

SIDEBAR 1.3 Transparency

SIDEBAR 1.4 Overview of Communication Models and Theories

Chapter 2: Corporate Communication as a Critical Business Asset in a Time of Global Change

SIDEBAR 2.1 Digital Advertising Alliance Principles

Chapter 3: The Lifecycle of Organizations and the Role of Corporate Communication

Figure 3.1 Moore’s Technology Adoption Lifecycle

Figure 3.2 Five Phases of the Lifecycle of the Corporation

SIDEBAR 3.1 Adizes’ Corporate Lifecycles

SIDEBAR 3.2 IBM Lifecycle Management

Chapter 4: Major Events for Corporations

SIDEBAR 4.1 Transforming Organizations

SIDEBAR 4.2 Metaphor Diagnosis

TABLE 4.1 Reputation Measurement Systems

← xi | xii → SIDEBAR 4.3 Employees as Ambassadors

SIDEBAR 4.4 Communicating Corporate Responsibility with Investors

SIDEBAR 4.5 Lessons Learned from “Scandal!”

SIDEBAR 4.6 M&A Communication Guidelines

SIDEBAR 4.7 Federal Antitrust Regulation

Figure 4.1 Porter’s Five Forces Model of Competition

Chapter 5: Strategic Models for Corporate Communication Practice

Figure 5.1 GE-McKinsey 9-Box Matrix

Figure 5.2 Peters and Waterman’s 7-S Framework

Figure 5.3 Coley’s Three Horizons for Growth

Figure 5.4 Strategic Corporate Communication Model

SIDEBAR 5.1 The Culture of the Corporation

Figure 5.5 Characteristics of Deal and Kennedy’s Four Corporate Tribes

SIDEBAR 5.2 Strategic Managerial Narrative


XX, 229
ISBN (Softcover)
ISBN (Hardcover)
Publication date
2015 (July)
innovation new leadership competition employee engagement economy business asset lifecycle
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2015. 229 pp., num. ill.

Biographical notes

Michael Goodman (Author) Peter B. Hirsch (Author)

Michael B. Goodman, PhD, is Professor and Director of the MA in Corporate Communication at Baruch College, The City University of New York. He is the founder and director of CCI (Corporate Communication International) He is on the Editorial Advisory Board and Associate Editor for North America of Corporate Communication: An International Journal. Peter B. Hirsch is EVP and Director of Reputation Risk at Ogilvy Public Relations. He has more than 25 years’ experience in counseling global corporations and governments in corporate image, financial communications, and crisis management. He has taught crisis communications as an associate professor at Columbia University, Fordham University, and NYU.


Title: Corporate Communication
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