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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 xvii have so graciously shared their experiences, insights, and comments with us. Our graduate stu- dents have been a constant source of ideas, questions, and information, particularly the gradu- ate students in our seminars at Baruch College/City University of New York, Columbia University, Fordham University, New York University, Fairleigh Dickinson University, Aarhus School of Business (Denmark), Hong Kong Polytechnic University, Bangkok University, and the University of Johannesburg. We are particularly grateful to the graduate assistants at Baruch College—Cynthia Chang, Mansura Ghaffar, Darnide Cayo, and Sin Yee Ng—as well as Jenna Gable at IBM and Amy Paulsen. Thanks to the members of the Advisory Board of the Master’s Program in Corporate Communication at Baruch College: Nicholas J. Ashooh, Cynthia Bell, Roger Bolton, Norm Brust, Steve Cody, Linda E. Dunbar, Rachel Lyn Honig, Wendy Kouba, James E. Murphy, Ralph Piscitelli, Jr., Richard S. Roher, Dr. Patricia Scott, Art Stevens, Marc S. Strachan, Loretta Ucelli, Jayne Wallace, Milton M. Weinstock, Kenneth L. Wyse, and Christina Latouf. Colleagues from the Arthur Page Society have graciously shared their experiences and expertise with us.Thanks to Roger Bolton of Aetna (retired), Dr. James O’Rourke of Notre Dame University, Dr. James Ruben of the University of Virginia, Alan Kelly, Dr. Don Stacks of the University of Miami, Tom Nicholson, Paul Basista, Peter Debreceny of Allstate (retired), Bob DeFillippo of Prudential Financial, Tom Buckmaster of Honeywell, Steve Cody of Peppercom, Kathleen Fitzgerald of KPMG, Jack Bergen of...

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