21st century corporate communication

Author: Philip Kitching
Publisher:
Publish Date: 2004-01-01
Features: This book focuses on explaining key issues that all communication managers must know and understand. It uses case studies from companies such as BOOYSHOP, TEXACO, Johnson & Johnson, British Petroleum (BP), and British Airways to illustrate its framework for analyzing corporate communication, providing practical guidance for the successful implementation of this strategy. Corporate communication is one of the most important—and often misunderstood—activities in business. It transforms all calls for the company and the management of touchpoints from passive to active, making it one of the most important and valuable resources an organization must master. Kitching and Schultz, among others, recognize the changes occurring in organizational structures, media systems, various audiences, and stakeholder groups. The contemporary templates they provide for managing all forms of corporate communication cover every aspect, from "Chief Executive Voice" to crisis management and corporate branding. This book is a must-read for managers of corporate communication, public relations, public affairs, corporate branding, and internal corporate communication, especially those working in multinational or global companies.