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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 4 Information Sources, Channels and Digital Media

Extract

CHAPTER 4

Information Sources, Channels and Digital Media

Chapter Outline

4.0Information Sources, Channels and Digital Media

4.1Transformation of the Media Environment—New Opportunities; New Risks

4.2Trusted Sources for Information

4.3Research Goals Grounded in Reality and Truth

4.4Alignment of Research Strategy with What is said and What is done; Words with Deeds

4.5Barriers to Truth and Trust

4.6How Education Holds the Keys to Successful Communication in a Democracy, Particularly in an Environment of Democratized Media

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