The power of corporate communication : crafting the voice and image of your business / Paul Argenti, Janis Forman.Material type: TextNew York : McGraw-Hill, 2002Description: vii, 294 pages : illustrations ; 24 cmISBN: 0071379495Subject(s): Communication in management | Corporations -- Public relations | Communication in organizationsLOC classification: HD 30.3 | .Ar37 2002Online resources: Contributor biographical information | Publisher description
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Includes bibliographical references (p. 267-282) and index.
Why bother with corporate communication? -- The roots of corporate communication -- How corporate communication works -- Identity, image, and reputation: from vision to reality -- Corporate advertising: why and how companies use it -- communicating internally: the "employee care" revolution -- Investor relations: enhancing your company's health and wealth -- Managing outreach to the community: government relations and corporate philanthropy -- The good news about the bad news: how to manage old and new media strategically -- Managing communications in a crisis: expect the unexpected.
Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged and a process to be mastered. The Power of corporate communication shows managers and executives how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. Fully accessible and nonacademic, it creates an easy-to-follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges. The power of corporate communication is replete with careful analyses and real-world examples and case studies from leading organizations including Sony, Coca-Cola, and GE.