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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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About the Authors

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MICHAEL B. GOODMAN is Professor at Baruch College/City University of New York, where he is Director of the M.A. Program in Corporate Com- munication. He is Founder and Director of CCI Corporate Communication International. He is also Adjunct Professor of Corporate Communication at Fairleigh Dickinson University, and Visiting Professor of Corporate Commu- nication at Aarhus School of Business (Denmark), University of Johannesburg (South Africa), Bangkok University, and Hong Kong Polytechnic University. He has published widely, including Work with Anyone Anywhere: A Guide to Global Business and Corporate Communication for Executives. He is on the Edito- rial Advisory Board and is Associate Editor for North America of Corporate Communication: An International Journal. He has been a consultant to more than 40 corporations and institutions on corporate communication, managerial communication, problem-solving, new business proposals, change, and corpo- rate culture. PETER B. HIRSCH has more than 25 years’ experience in counseling global corporations and runs an independent consulting firm specializing in corporate reputation and issues management. He has also worked with foreign govern- ments, including the governments of Greece, Colombia, and the Philippines. Previously, he was a partner at Porter Novelli, where he established the corpo- rate communication practice and served as Global Practice Leader for Corpo- rate Affairs. He has been Adjunct Professor teaching courses on a range of corporate communication topics at Baruch College/City University of New York, Columbia University, and Fordham University. He has also lectured at Fairleigh Dickinson University and New York University. He has written nu- merous articles,...

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