TY  - BOOK
AU  - Michael B. Goodman
AU  - Peter B. Hirsch
PY  - 2020
CY  - New York, United States of America
PB  - Peter Lang Verlag
SN  - 9781433165658
TI  - Corporate Communication
T2  - Transformation of Strategy and Practice
DO  - 10.3726/b15075
UR  - https://www.peterlang.com/document/1057878
N2  - The forces of uncertainty, globalization, the networked enterprise, Web 2.0, privacy, "big data," and shifting demographics have dramatically transformed corporate communication strategy and practice. Now more than ever, it is more complex, strategic, and essential to the organization’s survival. Corporate Communication: Transformation of Strategy and Practice examines, analyzes, and illustrates the practice of corporate communication as it changes in response to increasing global changes. It builds on the authors’ 2010 Corporate Communication: Strategic Adaptation for Global Practice, as well as their 2015 Corporate Communication: Critical Business Asset for Strategic Global Change. This book analyzes and illuminates the major communication needs in rapidly evolving organizations: the contemporary communication environment; the importance and impact of intangibles—corporate sustainability, identity, culture, valuation, crisis prevention; the transformation of the media environment; the transformation of the concept of decision-making; the importance of demographics and multigenerational audiences; and technical, geopolitical, economic, and socio-cultural uncertainty. These are significant forces that can potentially augment or diminish an organization’s value.
LA  - English
ER  -