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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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Figure 2.1: Functions that Best Describe the Role of Corporate Communication

Figure 2.2: Transformation of Corporate Communication, Technology Developments and Epistemological Approaches according to our findings of the CCI Surveys 1999–2017

Figure 3.1: The Five Phases of the Life Cycle of the Corporation

Figure 4.1: How to Spot Fake News

Figure 5.1: Seven Steps to Ethical Decision-making

Figure 5.2: The CRAAP Test—Use the CRAAP Test to Evaluate Your Sources

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