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Corporate Communication

Transformation of Strategy and Practice

Michael B. Goodman and Peter B. Hirsch

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.

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“Goodman and Hirsch mine two decades of data to build a cogent and comprehensive look at how corporate communication must transform to drive success amid the tectonic changes in today’s world, and tomorrow’s.”

Ray Pellecchia, Senior Director, Strategic Communications, FINRA

“At no time in history have the art and science of organizational communication undergone as radical a transformation as we are seeing today. Goodman and Hirsch not only illustrate this sea change, but also, more importantly, they share invaluable insights on how best to navigate this journey of disruption.”

June West, Associate Professor, Darden School of Business, University of Virginia

“Our profession is at an inflection point created by digital empowerment, hyper-transparency, and global interconnectedness. Corporate Communication: Transformation of Strategy and Practice is an indispensable guide for any communication executive seeking to navigate these currents to create an impactful career for themselves and competitive advantages for their company.”

Richard A. Woods, Senior Vice President, Corporate Affairs (Retired), Capital One

“In Corporate Communication: Transformation of Strategy and Practice, the reader rides waves from the functional history and purpose of corporate communication, right into examples of practice as described by leaders in the profession. Goodman and Hirsch have woven insights from the CCI Corporate Communication Practices and Trends studies and selected sections from contributing authors to offer fact, color, and texture to this deeply informative narrative.”

Raymond C. Jordan, Senior Vice President, Amgen


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