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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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Part 6: Further Reading and Websites


Introduction Part six provides an opportunity to acquire information, the raw material necessary for adapta-tion and change. The arc of business, as the economic downturn of 2008–2009 illustrated, goes down as well as up. Organizations are created and destroyed. The commercial landscape is littered with companies that grew, thrived, matured, withered, and died. Sustainable companies pass on the ability to thrive and survive. They nurture the capability of their professionals to see the future, to understand what it means, and to be unafraid to adapt and change to meet it. Included in the list of books and articles are authors and ideas that have influenced and shaped the themes of this book. They demonstrate that corporate communication is both art and science. The combination creates a compelling and credible vision for what is ahead, informed by the past, but applied to the future. Individuals and companies that sustain themselves have the capacity to adapt, to change and meet new and unforeseen challenges.They have the ability to create a path where none existed. They have the ability to lead and “to see around the corner.” And, if necessary, they can scrap current practices and start from scratch. The list of websites offers a rich platform of focused sources of information and knowledge that serve to nourish professional development and growth. The categories include: • Library Catalogs • Professional Organizations and Societies • Socially Responsible Investing • Corporate Citizenship Information • Communication Research Sites and Centers • Investor Relations Information P A R T S I X...

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