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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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CHAPTER 1 Introduction




The Chief Communication Officer of a Fortune 50 Corporation, in response to the interview question about how corporate communication contributes to the overall success of the organization, said

… reputation is your license to do business … We do help to protect that license to do business, enhance it … We also create opportunity for commercial success by telling the story about the outcomes that we produce with our products, our people, our services. We create additional commercial opportunities … We also help to build the network of stakeholders. We engage with the world. I like to call it the engaged enterprise. We create the relationships that ultimately can help you be successful. (CCI Study, 2015)

In The New CCO, The Arthur W. Page Society observes:

The Chief Communications Officer (CCO) … is at a critical inflection point. The environment in which enterprises operate is fraught with challenges: emerging competitors reinventing traditional business models; changing demographic, regulatory and sociopolitical conditions; new modes of work; and an ongoing paradigm shift in how individuals engage with one another and with organizations. Spurred by these changes and enabled by social media, stakeholder groups have become more empowered, emboldened and organized. Evolution of the enterprise in the face of these new realities is required, and CCOs increasingly will be central to guiding these changes. (The New CCO: Transforming Enterprises in a Changing World, p. 5)

CCI—Corporate Communication International—has conducted research on the...

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