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Corporate Communication

Critical Business Asset for Strategic Global Change

Michael Goodman and Peter B. Hirsch

The communication role in organizations has changed, just as the nature of organizations has changed in response to the explosion of new communication technologies as well as global networks within organizations. Communication is more complex, strategic, and vital to the health of the organization than it used to be, and it will become increasingly important in the information-driven economy. This book builds upon the authors’ 2010 book, Corporate Communication: Strategic Adaptation for Global Practice, which focused on the role of the communicator. This volume examines, analyzes, and illustrates the practice of corporate communication as a critical business asset in a time of global change. It looks at the major communication needs in the lifecycle of organizations: M&A (mergers and acquisitions), structural change, culture change, innovation, new leadership, downsizing, global expansion, competition, ethical decision-making, political action, and employee engagement. These are all significant value-creating, and potentially value-destroying, events in which corporate communication, if used correctly, functions as a critical and strategic business asset.
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Many colleagues, friends, and family graciously extended their insight and expertise in bringing this book to fruition. Many of them tirelessly reviewed every word as it emerged, provided sound critique and much needed encouragement along the way. We are enormously grateful to the many seasoned professional communicators who took the time to share the fruits of that experience with us including: James Arnold, Chris Atkins, Roger Bolton, Tom Buckmaster, Stephen Dishart, Ray Jordan, Dick Martin, Catherine Mathis, Gary Sheffer, Rich Teplitsky.

We are also grateful for the support and encouragement of Jeffrey Peck, dean of the Weissman School of Arts and Sciences at Baruch College/City University of New York, and Jana O’Keefe Bazzoni, chair of the Department of Communication Studies at Baruch.

We are particularly grateful to the many colleagues, professionals, friends, and students who have so graciously shared their experiences, insights, and comments with us. Our graduate students have been a constant source of ideas, questions, and information, particularly the graduate students in our seminars at Baruch College/City University of New York, Columbia University, Fordham University, New York University, Fairleigh Dickinson University, Aarhus University (Denmark), Hong Kong Polytechnic University, Libera Università di Lingue e Comunicazione IULM (Milan). We are particularly grateful to the graduate assistants at Baruch College/CUNY—Cynthia Chang, Mansura Ghaffar, Darnide Cayo, Anne Keller, Sin Yee Ng, Kelley Bertoli, Michelle Sack, Susanne Templo, Lauren Wolman, Priyanka Dave, Khiara McMillin.

Thanks to the members of the Advisory Board of the...

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