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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 3 The Importance and Impact of Intangibles—Corporate Sustainability, Identity, Culture; Valuation, Relationships, Crisis Prevention

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CHAPTER 3

The Importance and Impact of Intangibles—Corporate Sustainability, Identity, Culture; Valuation, Relationships, Crisis Prevention

Chapter Outline

3.0The Importance and Impact of Intangibles—Corporate Sustainability, Identity, Culture; Valuation, Relationships, Crisis Prevention

3.1How Sustainability Works

3.2Importance of Corporate Identity

3.3A Resurgence in the Discussion of Corporate Culture: Behaviors and Words; Values and Beliefs; The Lifecycle of an Organization

3.4Valuation changes (IR and branding) Plain Language and Valuation; Communication Dos and Don’ts

3.5The Impact of Shallow Alliances and Loyalties as a Result of Digital Relationships

3.6Crisis Prevention and Mitigation, Crisis Response, and Crisis Recovery Can Build or Destroy an Organization’s Reputation

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