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Corporate Communication

Strategic Adaptation for Global Practice

Michael B. Goodman and Peter B. Hirsch

The chief communication officer at a Fortune 500 multinational corporation today faces the challenges of a rapidly changing global economy, a revolution in communications channels fueled by the Internet, and a substantially transformed understanding of what a 21st-century corporation stands for. This book provides an accessible framework for describing these forces and the specific communication challenges that they have thrown at the global corporation.
The text reviews the evolution of society’s response to the development of the modern company and the corporate communication practices that grew up in response to it, as well as examining the impact of globalization, Web 2.0 and the networked enterprise on current corporate relationships with key stakeholders such as customers, employees, shareholders, communities and regulators. In examining these forces and how they are interwoven, the authors offer insights and strategies for deploying effective communication as a strategic business asset in today’s global economy. Designed for the advanced student of corporate communication, the book contains updated guidelines for the management of investor relations, community relations and other corporate relationships in the age of social media. Specific recommendations for how to organize and execute effective communication for the contemporary practitioner working in the communication field are also provided.

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List of Illustrations ix Preface xiii Acknowledgments xvii Part 1: Thinking about Corporate Communication 1 Chapter One Adapting to Radical Changes in Business and Media: A Corporate Communication Vision for the Future 3 Chapter Two Leadership Capabilities: The Core Competencies for Corporations and Executives 23 Part 2: Understanding the Forces That Shift the Context of Corporate Communication 41 Chapter Three Corporate Communication and Web 2.0 43 Chapter Four Strategic Ethical Relationships: Trust and Integrity 59 Chapter Five Corporate Culture’s Increased Significance 75 Chapter Six Economic Factors 87 C O N T E N T S Goodman FM thru Part 2.qxd 4/5/2010 3:23 PM Page vii Part 3: Managing Public Issues: Models for Corporate Communication Practice 95 Chapter Seven Precedent: The History of Communication in Corporations 97 Chapter Eight Philosophy: The Engineering of Consent and Process: Strategic and Tactical Models 109 Chapter Nine Performance: The Measures That Determine the Success of Communication 133 Part 4: Strategic Adaptation for Global Practice 141 Chapter Ten Corporate Communication: The Way Forward 143 Part 5: Guidelines Guideline A: Corporate Communication Strategy and Policy 154 Guideline B: Crisis Communication 156 Guideline C: Media Relations 160 Guideline D: Employee Relations 162 Guideline E: Global Relations 165 Guideline F: Corporate Citizenship and Table of Organizations 168 Guideline G: Core Competencies for Corporate Communication 172 Guideline H: Investor Relations and Sustainability 173 Guideline I: Transparency and Disclosure 177 Guideline J: Reputation Management 181 Guideline K: Transaction Communication 183 Guideline L: Affiliate Relations 186 Guideline M: Thought Leadership and...

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