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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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Goodman FM thru Part 2.qxd 4/5/2010 3:23 PM Page x Chapter 8: Philosophy—The Engineering of Consent & Process: Strategic & Tactical Models Figure 8.1 Guiding Principles for Crisis Communication on the Web 115 SIDEBAR 8.1 Gaps between internal and external perceptions 118 Figure 8.2 Depiction of Company Change Appetite 124 Figure 8.3 Hierarchy of Internal Communication Effectiveness 127 Chapter 9: Performance—The Measures that Determine the Success of Communication) SIDEBAR 9.1 Ethical Considerations for Research 134 SIDEBAR 9.2 Advertising Value Equivalency (AVE) 135 TABLE 9.1 Primary Role of the Corporate Communication Executive in Companies 136 SIDEBAR 9.3 Alsop’s Name That Company 138 Figure 9.1 Recovery from Reputation Crises—Winners and Losers 139 PART 4—Strategic Adaptation for Global Practice Chapter 10: Corporate Communication: The Way Forward SIDEBAR 10.1 “What are the top three critical issues in corporate communication today?” 144 SIDEBAR 10.2 “What top three trends in corporate communication do you see in com- panies?” 146 SIDEBAR 10.3 “What do you see ahead for the practice of corporate communication?” 148 PART 5—Guidelines Table C.1 Meeting the “Traditional” Press 161 Table F.1 Corporate Citizenship Organizations 170 Table J.1 Reputation Measurement Systems 183 LIST OF ILLUSTRATIONS | XI Goodman FM thru Part 2.qxd 4/5/2010 3:23 PM Page xi Goodman FM thru Part 2.qxd 4/5/2010 3:23 PM Page xii

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