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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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Chapter Four: Major Events for Corporations


← 44 | 45 → CHAPTER FOUR

Major Events for Corporations

This chapter investigates strategies and offers examples of corporations that have successfully navigated one or more of these important changes in the life of a sustainable business. It focuses on three areas:

• Communication and Corporate Strategy—Understanding and Influencing the Change Process

• Communicating Strategic Change—The Continuum of Reputation, Issues Management, and Crisis Management Is Built on a Positive Corporate Culture

• Corporate Communication Is Essential to the Success of Strategic Changes: M&A, competition, antitrust; structural alignment; culture change; innovation; new leadership models for succession planning and new concepts of leadership in corporations; downsizing; global expansion.

Communication and Corporate Strategy—Understanding and Influencing the Change Process

In an environment of uncertainty, the ability to manage change is essential. Several books on management strategy are built on analogies for change in corporations.

• Architecture in Robert Tomasco’s Rethinking the Corporation: The Architecture of Change.

• Engineering in Michael Hammer and James Champy’s Reengineering the Corporation

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