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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 2 The Corporate Communication Environment



The Corporate Communication Environment

Chapter Outline

2.1 Elements of the Contemporary Corporate Communication Environment

2.2 Development of the Corporate Communication Practice

2.3 Corporate Communication Development as a Strategic Management Function

2.4 CCI Corporate Communication Practices and Trends 1999–2017

2.1 Elements of the Contemporary Corporate Communication Environment

The contemporary business environment for public companies is much more multinational and multicultural than at any previous time. It is now driven by complex economic, political, technological, and demographic forces such as these six:

• Multipolarity eclipses Globalization—economic, geographic, cultural, and political shifts have created a substantial change in how businesses need to communicate as multinational corporations no longer deal with a U.S.—led global economy, but with a China/ U.S. led economy;

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