دانلود کتاب Corporate Communication

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Cover
Title Page
Copyright Page
Dedications
Preface to the Eighth Edition
A Note on the Case Method
Acknowledgments
Brief Table of Contents
Table of Contents
Chapter 1 The Changing Environment for Business
Attitudes toward American Business through the Years
Television, Social Media, and the Online World
The Global Village
How to Compete in a Changing Environment
Recognize the Changing Environment
Adapt to the Environment without Compromising Principles
Don’t Assume Problems Will Magically Disappear
Keep Corporate Communication Connected to Strategy
Conclusion
Case 1-1: Redwood Health System
Case Questions
Chapter 2 Communicating Strategically
Communication Theory
Developing Corporate Communication Strategies
Setting an Effective Organization Strategy
Analyzing Constituencies
Delivering Messages Effectively
Constituency Responses
Conclusion
Case 2-1: Carson Molding Company
Case Questions
Chapter 3 An Overview of the Corporate Communication Function
From “PR” to “CorpComm”
The First Spin Doctors
A New Function Emerges
Corporate Communications Today
Specific Responsibilities of Corporate Communications
To Centralize or Decentralize Communications?
Where Should the Function Report?
Working Strategically with External PR and Communication Agencies
The Subfunctions within the Function
Identity, Image, and Reputation
Corporate Branding
Corporate Responsibility
Media Relations
Marketing Communications
Internal Communications
Investor Relations
Government Relations
Crisis Management
Conclusion
Case 3-1: John Deere
A Storied Company
Shared History
Strong Headwinds
Getting to the Right Diagnosis
Stark Results
Puck Drop
Case Questions
Chapter 4 Corporate Brand and Reputation
The Frameworks: Understanding the Building Blocks
Understanding the Elements That Contribute to Brand
Brand in a Hyperconnected World
Consistency and Authenticity Are Key
Building a Solid Reputation
Why Reputation Matters
Measuring and Managing Reputation
Conclusion
Case 4-1: United Airlines Flight 3411
Case Questions
Chapter 5 Corporate Responsibility
What Is Corporate Responsibility?
The UN Global Compact Ten Principles
The Twenty-First Century’s CR Surge
Corporate Responsibility and the Media
The Upside of CR
CR and Corporate Reputation
Consumer Values and Expectations: Taking Matters into Their Own Hands
Investor Pressures: The Growth of Socially Responsible Investing
Responsibility Inside and Out: Employee Involvement in CR
Strategic Engagement: The Continued Influence of NGOs
Being Green: The Corporation’s Responsibility to the Environment
Communicating about Corporate Responsibility
A Two-Way Street: Creating an Ongoing Dialogue
The Dangers of Empty Boasting
The Transparency Imperative
Getting It Measured and Done: CR Reporting
Conclusion
Case 5-1: Starbucks Coffee Company
Fair Trade Coffee
Starbucks’ Issues with Fair Trade Coffee
The Starbucks Culture
Corporate Responsibility at Starbucks
The Fair Trade Decision
Case Questions
Chapter 6 Media Relations
The Evolution of the News Media
The Growth of Business Coverage in the Media
Building Better Relations with the Media
Conducting Research for Targeting Traditional Media
Researching and Engaging the Expanded “Press”
Responding to Media Calls
Preparing for Media Interviews
Gauging Success
Maintaining Ongoing Relationships
Building a Successful Media Relations Program
Involve Communications Professionals in Strategy
Develop In-House Capabilities
Use Outside Counsel Strategically
Developing an Online Media Strategy
Socialize Your Media Relations Strategy
Handle Negative News Effectively
Conclusion
Case 6-1: Adolph Coors Company
History of the Adolph Coors Company
The Coors Mystique
The Nature of the Brewing Industry
Marketing and Distribution at Coors
Management–Labor Relations at Coors
Nationwide Boycott
Federal Lawsuit
David Sickler and the AFL-CIO
Corporate Communication at Coors
Shirley Richard
Confrontational Journalism
Open or Closed Door?
Case Questions
Chapter 7 Internal Communications
Internal Communications and the Changing Environment
Organizing the Internal Communication Effort
Where Should Internal Communications Report?
Implementing an Effective Internal Communication Program
Communicate Up and Down
Make Time for Face-to-Face Meetings (Even If They Are Virtual)
Communicate and Monitor Online
Communicate Visually
Focus on Internal Branding
Management’s Role in Internal Communications
Conclusion
Case 7-1: Go Travel
Go Travel Background
Corporate Communication at Go Travel
The Voluntary Severance and Expedited Vesting Program
Communicating about the Plans
Case Questions
Chapter 8 Investor Relations
Investor Relations Overview
The Evolution of Investor Relations
A Framework for Managing Investor Relations
The Objectives of Investor Relations
Types of Investors
Intermediaries
Developing an Investor Relations Program
How (and Where) Does IR Fit into the Organization?
Using IR to Add Value
Investor Relations and the Changing Environment
Conclusion
Case 8-1: Steelcase, Inc.
History of Steelcase, Inc.
Identity, Vision, and Reputation
The Initial Public Offering
Steelcase as a Public Company (IPO to June 2000)
The Investor Relations Effort (1998–2000)
Case Questions
Chapter 9 Government Relations
Government Begins to Manage Business: The Rise of Regulation
The Reach of the Regulatory Agencies
How Business “Manages” Government: The Rise of Government Relations
The Government Relations Function Takes Shape
The Ways and Means of Managing Washington
Coalition Building
CEO Involvement in Government Relations
Lobbying on an Individual Basis
Political Action Committees
Conclusion
Case 9-1: Disney’s America Theme Park: The Third Battle of Bull Run
The Controversy Comes to a Head
The Disney’s America Concept and Location
The Virginia Piedmont
Disney’s Plans Revealed
Piedmont Opposition
Disney’s Campaign
The PEC’s Campaign
The Vote
The Historians and Journalists Take Over
Disney’s Response
Congressional Hearing
The Debate Continues
The Decision
Case Questions
Chapter 10 Crisis Communication
What Is a Crisis?
Crisis Characteristics
Crises from the Past 40 Years
1982: Johnson & Johnson’s Tylenol Recall
1990: The Perrier Benzene Scare
2015: Volkswagen Emissions Scandal
The Online World—Data Theft and Beyond
Crises of the Past Decade
How to Prepare for Crises
Assess the Risk for Your Organization
Set Communication Objectives for Potential Crises
Analyze Channel Choice
Assign a Different Team to Each Crisis
Plan for Centralization
What to Include in a Formal Plan
Communicating During the Crisis
Step 1: Get Control of the Situation
Step 2: Gather as Much Information as Possible
Step 3: Set Up a Centralized Crisis Management Center
Step 4: Communicate Early and Often
Step 5: Understand the Media’s Mission in a Crisis
Step 6: Communicate Directly with Affected Constituents
Step 7: Remember That Business Must Continue
Step 8: Make Plans to Avoid Another Crisis Immediately
Conclusion
Case 10-1: Carnival Corporation: The Costa Concordia Crisis
Carnival Corporation & Plc
Micky Arison
Tragedy on the Water
Carnival’s Response
A Crisis-Communications Disaster or Success?
Case Questions
Bibliography
Index