Author(s): Joep Cornelissen
Series: 4
Year: 0
Language: English
Pages: 452
Halftitle......Page 2
Sage......Page 3
Title......Page 4
Copyright......Page 5
Summary of Contents......Page 7
Contents......Page 15
List of Figures, Tables and Case Studies......Page 29
About the author......Page 33
Purpose of the book......Page 34
Approach of the book......Page 35
Organization of the book......Page 37
Acknowledgements......Page 40
Guided Tour......Page 41
Companion Website......Page 44
PART 1 INTRODUCTION......Page 46
1.1 Introduction......Page 47
1.2 Scope and definitions......Page 48
1.3 Trends in corporate communication......Page 56
Case study 1.1......Page 60
1.4 Chapter summary......Page 62
Key terms......Page 63
2.1 Introduction......Page 66
2.2 Historical background......Page 67
2.3 Integrated communication......Page 70
2.4 Drivers for integrated communication......Page 76
2.5 The organization of corporate communication......Page 80
Case study 2.1......Page 86
2.6 Chapter summary......Page 90
Key terms......Page 91
PART 2 CONCEPTUAL FOUNDATIONS......Page 95
3.1 Introduction......Page 96
3.2 Stakeholder management......Page 97
3.3 The nature of stakes and stakeholders......Page 100
3.4 Stakeholder communication......Page 103
3.5 Stakeholder engagement......Page 115
Case study 3.1......Page 118
3.6 Chapter summary......Page 122
Key terms......Page 123
4.1 Introduction......Page 126
4.2 Corporate identity, image and reputation......Page 127
4.3 Corporate branding......Page 138
4.4 Aligning identity, image and reputation......Page 143
Case study 4.1......Page 151
4.5 Chapter summary......Page 154
Key terms......Page 155
PART 3 CORPORATE COMMUNICATION IN PRACTICE......Page 158
5.1 Introduction......Page 159
5.2 Designing a communication strategy......Page 160
5.3 Strategic messaging......Page 169
Case study 5.1......Page 179
5.4 Chapter summary......Page 182
Key terms......Page 183
6.1 Introduction......Page 186
6.2 Planning and executing programs and campaigns......Page 187
6.3 Corporate taglines and slogans......Page 195
6.4 Theories on effective messages and persuasion......Page 198
Case study 6.1......Page 203
Key terms......Page 207
7.1 Introduction......Page 210
7.2 Research and evaluation......Page 211
7.3 Methods and measures......Page 218
7.4 Measuring corporate reputation......Page 222
7.5 Chapter summary......Page 228
Key terms......Page 229
PART 4 SPECIALIST AREAS IN CORPORATE COMMUNICATION......Page 231
8.1 Introduction......Page 232
8.2 Journalism and news organizations......Page 233
8.3 The effects of news coverage on corporate reputation......Page 235
8.4 Framing news stories......Page 239
Case study 8.1......Page 248
8.6 Chapter summary......Page 252
Key terms......Page 253
9.1 Introduction......Page 257
9.2 Defining employee communication......Page 258
9.3 Employee communication and organizational identification......Page 262
9.4 Voice, silence and stimulating employee participation......Page 265
9.5 Social media, networks and communities of practice......Page 269
Case study 9.1......Page 272
9.6 Chapter summary......Page 276
Key terms......Page 277
10.1 Introduction......Page 280
10.2 Defining issues......Page 281
10.3 Managing Issues......Page 283
10.4 Influencing public policy......Page 294
10.5 Anti-corporate activism......Page 296
Case study 10.1......Page 299
Key terms......Page 303
11.1 Introduction......Page 306
11.2 Crisis management......Page 307
11.3 The impact of a crisis on corporate reputation......Page 311
11.4 Communicating about a crisis......Page 313
Case study 11.1......Page 321
11.5 Chapter summary......Page 325
Key terms......Page 326
PART 5 NEW DEVELOPMENTS IN CORPORATE COMMUNICATION......Page 329
12.1 Introduction......Page 330
12.2 Defining leadership and change......Page 331
12.3 Communicating during a change......Page 337
12.4 Effective leadership communication......Page 348
Case study 12.1......Page 351
12.5 Chapter summary......Page 355
Key terms......Page 356
13.1 Introduction......Page 359
13.2 Defining corporate social responsibility......Page 361
13.3 Communicating about corporate social responsibility......Page 365
13.4 Community relations......Page 370
Case study 13.1......Page 376
Key terms......Page 380
14.1 Introduction......Page 384
14.2 The new media landscape......Page 385
14.3 Classifying social media......Page 388
14.4 Challenges and opportunities......Page 396
Case study 14.1......Page 399
14.5 Chapter summary......Page 402
Key terms......Page 403
Glossary of Corporate Communication and other Communication Terms......Page 406
Index......Page 431
