Corporate Communication
Transformation of Strategy and Practice
Published on 1. April 2020
Book
Hardback
164 pages
978-1-4331-6568-9 (ISBN)
Description
The forces of uncertainty, globalization, the networked enterprise, Web 2.0, privacy, "big data," and shifting demographics have dramatically transformed corporate communication strategy and practice. Now more than ever, it is more complex, strategic, and essential to the organization's survival. Corporate Communication: Transformation of Strategy and Practice examines, analyzes, and illustrates the practice of corporate communication as it changes in response to increasing global changes. It builds on the authors' 2010 Corporate Communication: Strategic Adaptation for Global Practice, as well as their 2015 Corporate Communication: Critical Business Asset for Strategic Global Change.
This book analyzes and illuminates the major communication needs in rapidly evolving organizations: the contemporary communication environment; the importance and impact of intangibles-corporate sustainability, identity, culture, valuation, crisis prevention; the transformation of the media environment; the transformation of the concept of decision-making; the importance of demographics and multigenerational audiences; and technical, geopolitical, economic, and socio-cultural uncertainty. These are significant forces that can potentially augment or diminish an organization's value.
Reviews / Votes
"Goodman and Hirsch mine two decades of data to build a cogent and comprehensive look at how corporate communication must transform to drive success amid the tectonic changes in today's world, and tomorrow's."-Ray Pellecchia, Senior Director, Strategic Communications, FINRA "At no time in history have the art and science of organizational communication undergone as radical a transformation as we are seeing today. Goodman and Hirsch not only illustrate this sea change, but also, more importantly, they share invaluable insights on how best to navigate this journey of disruption."-June West, Associate Professor, Darden School of Business, University of Virginia "This book forges the link between contemporary corporate communication and the challenges of global change and the success of the enterprise. Leveraging two decades of research from the CCI Studies, it argues that CCOs should provide strategic counsel and execution in all aspects of corporate communication, as well as strategic management."-Prof. Alessandra Mazzei, Director, MA in International Communication, IULM University, Milano "Goodman and Hirsch bring to students and practitioners of the Corporate Communication disciplines, a fresh look at some of the most profound impacts of the convergence of digital transformation, the public demand for transparency, and the new expectations for reputation. Their instructive book comes at a time when we most need real and practical guidance to develop new strategies to navigate this landscape."-Adam Yates, Senior Vice President, Senior Partner, FleishmanHillard "Our profession is at an inflection point created by digital empowerment, hyper-transparency, and global interconnectedness. Corporate Communication: Transformation of Strategy and Practice is an indispensable guide for any communication executive seeking to navigate these currents to create an impactful career for themselves and competitive advantages for their company."-Richard A. Woods, Senior Vice President, Corporate Affairs (Retired), Capital One "In Corporate Communication: Transformation of Strategy and Practice, the reader rides waves from the functional history and purpose of corporate communication, right into examples of practice as described by leaders in the profession. Goodman and Hirsch have woven insights from the CCI Corporate Communication Practices and Trends studies and selected sections from contributing authors to offer fact, color, and texture to this deeply informative narrative."-Raymond C. Jordan, Senior Vice President, AmgenMore details
Other editions
Additional editions
Book
04/2020
Peter Lang Verlag
€47.10
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E-Book
03/2020
1st Edition
Peter Lang Verlag
€49.49
Available for download
E-Book
03/2020
1st Edition
Peter Lang Verlag
€49.49
Available for download
Persons
Michael B. Goodman, Ph.D. is Professor and Director of the MA in Corporate Communication at Baruch College, The City University of New York; and Director of CCI Corporate Communication International. He is Visiting Professor at Aarhus University (Denmark), Hong Kong Polytechnic University, and Universita IULM (Italy). He has published widely, including: Corporate Communication: Critical Business Asset for Strategic Global Change and Corporate Communication: Strategic Adaptation for Global Practice. He has been a consultant to more than 40 corporations and institutions on corporate communication, managerial communication, problem-solving, new business proposals, change, and corporate culture.
Peter B. Hirsch is Executive Vice President and Director, Reputation Risk at Ogilvy Public Relations Worldwide. He has more than 25 years' experiences a consultant to global corporations. He holds adjunct academic appointmentys at Baruch College, CUNY; Columbia University; and Fordham University. He co-authored Corporate Communication: Critical Business Asset for the Challenge of Global Change; Corporate Communication: Strategic Adaptation for Global Practice; and Corporate Communication: Tactical Guidelines for Strategic Practice with Michael B. Goodman.
Content
List of Figures - List of Tables - List of Sidebars - List of Appendices - Introduction - The Corporate Communication Environment - The Importance and Impact of Intangibles?Corporate Sustainability, Identity, Culture, Valuation, Relationships, Crisis Prevention - Information Sources, Channels and Digital Media - Transformation of the Concept of Decision-making - The Importance of Demographics and Multigenerational Audiences - Uncertainty?Nothing Is Forever - Looking Around Corners - Sources and Further Reading - Contributors - Index.