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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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Further Reading and Websites


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 practiced as a strategic management process is both art and science. This combination of what Daniel Kahneman calls fast (reactive) and slow (contemplative) thinking creates a compelling and focused vision for what lies ahead—informed by the past, but applied to the future. Individuals and companies that sustain themselves think analytically and strategically. They have mastered the capability to adapt. They are able and often eager to change to meet new and unexpected challenges. They have sharpened the capacity to blaze a trail where none existed and honed their vision of the future “to see around the corner.” They have developed the courage to scrap their current practices, when necessary, and begin again in a fresh, new direction.

The link to a lengthy descriptive list of Websites offers a rich platform of focused sources of information and knowledge that serve to nourish professional development and growth. The resources listed here provide the tools and raw materials for companies and individuals to create sustainable corporate communication practices.

Further Reading

Akerlof, George A., and Robert J. Shiller. Animal Spirits: How Human Psychology Drives the Economy, and Why It Matters for Global Capitalism. Princeton: Princeton University Press, 2009. Print.

Alsop, Ronald J. The Trophy Kids Grow Up. New York: Wall Street Journal Books, 2008. Print.

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