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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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Only.qxd 4/5/2010 3:29 PM Page 231 Stewardship and, 112 Bretton Woods, 4, 89 Brewer-Hay, Richard, 132 BRIC—Brazil, Russia, India, China, 12, 42, 88, 92, 143, 165 Bridgestone/Firestone, 137 Buckmaster, Tom, 150 Buffett, Warren, 139, 177–178 Burke, James, 107 Bush, George W., and CBS News, 7 Business Enterprise Trust, 170 Business Ethics’s 100 Best Corporate Citizens, 137, 202 Business for Social Responsibility & BSR Education Fund, 170, 202 Business in the Community, 170 Business Model, corporate, xiii, 3, 4, 10, 11–14, 17, 28, 75–85, 143, 146, 150, 176–177 Business Roundtable, 110, 202 Business Roundtable Institute for Corporate Ethics, 59, 61 C Carson, Rachel, Silent Spring, 105 CCI—Corporate Communication International, Practices and trends in corporate communication Studies. xvi, 17–21, 32–36, 81, 136, 141, 144–151, 186–187, 203 CCI Symposium on Reputation, 66 Center for Media & Democracy. 203 Change appetite, company reputation and, 123–125 Chartered Institute of Public Relations (CIPR), 203 Chernobyl, 105 Chernow, Ron, Titan: The Life of John D. Rockefeller, Sr., 100–101 Chief Communication Officer, 17–21, leadership quali- ties of, 23, 25, 27–28, 33, 155 China, Most Favored Nation status and, 110–111 China Investment Corporation (CIC), 92 Cicero, 97 Cisco Systems, 46, 129 Citigroup, 91 Climate Change, 92–93 Clinton, Bill, 56, 111 Clinton, Hillary, 111 CNBC, 147 Coca-Cola, 137 Codes of conduct, “principles-based,” 59 Collins, Jim, Good to Great, 11, 25; How the Mighty Fall, 60 Colorado Fuel and Iron (CFI), 101 “command-and-control” model, 28, 126...

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