A Handbook of Corporate Communication and Public Relations

Handbook of Corporate Communication and Public Relations: Pure and Applied......Page 3
Figures......Page 8
Tables......Page 10
Contributors......Page 12
Foreword......Page 15
NOTES......Page 17
Preface......Page 18
Acknowledgements......Page 19
Contents......Page 5
PART I: CORPORATE COMMUNICATION AT NATIONAL LEVEL......Page 20
CHAPTER 1: Diversity programmes in the contemporary corporate environment......Page 21
Study of diversity personnel......Page 22
Study of mid-level managers......Page 25
Directors of diversity programmes......Page 26
Dimensions of difference......Page 29
Discussion......Page 31
Implications......Page 34
REFERENCES......Page 35
The importance of change communication......Page 38
The strategic positioning of employee communication......Page 39
The strategic employee communication model and best practices......Page 40
How to design an effective change communication programme......Page 42
Forming a strategic communication team (SCT)......Page 44
Assessing current communication practices......Page 45
Vision......Page 47
Monitoring the results......Page 48
REFERENCES......Page 50
Context......Page 52
The information basis: a foundation for knowledge management......Page 53
Informational aims and objectives......Page 55
The information and communication cycle......Page 56
Definitions of information management......Page 57
Data, information, intelligence and knowledge: concepts......Page 58
Knowledge: how can it be defined?......Page 59
Intelligence and knowledge......Page 60
Knowledge management......Page 61
‘Know-what’ and ‘know-how’ criteria......Page 62
Knowledge management: elements of an operational definition......Page 63
Information resources: producers and users......Page 64
Dissemination, projection and mediation......Page 65
ICTs and electronic environments......Page 66
Networking and contacts......Page 67
Resourcing information and communication activities......Page 68
Performance measurement......Page 69
Information resources, value and technology......Page 70
REFERENCES......Page 71
A background to communicative action in liberal, democratic, market-orientated, capitalist societies......Page 72
Implications for corporate communication......Page 74
Why government communicates......Page 77
How do organizations communicate with government?......Page 78
Corporate communication as lobbying......Page 81
How do governments communicate with organizations?......Page 82
Spin and what to do with it......Page 84
Who has the balance of advantage in corporate communication?......Page 85
CorpComs: tracking and analysis......Page 86
REFERENCES......Page 87
CHAPTER 5: Priorities old and new for UK PR practice......Page 89
Strategic planning and public relations......Page 93
Technology and public relations......Page 94
International issues in public relations practice......Page 95
The impact of media content......Page 96
Features of the market for PR service......Page 97
Technology and public relations......Page 98
Reputation and issues management and corporate identity......Page 99
Client expectations, service quality and public relations......Page 100
The scope of PR theory and practice......Page 101
Academic view......Page 102
Practitioner view......Page 103
NOTES......Page 105
REFERENCES......Page 106
Introduction......Page 108
Literature review......Page 109
A management approach......Page 110
A role for CorpCom at governance?......Page 111
Family enterprise......Page 113
Standards......Page 118
Relevance of CorpCom in management......Page 120
REFERENCES......Page 126
A changing healthcare environment......Page 128
Professional and personal challenges......Page 130
Communicating with internal audiences: the hospital groups......Page 131
Communicating with external audiences: the hospital stakeholders......Page 134
Preparing critical media reports......Page 137
Management failures......Page 138
Staff shortage......Page 139
Community violence......Page 140
In search of a ‘balanced resource dependency'......Page 141
A changing local government environment......Page 142
Public participation......Page 143
Best practice......Page 144
The use of traffic management......Page 145
Local government services......Page 146
PART II: CORPORATE COMMUNICATION AT INTERNATIONAL LEVEL......Page 147
Introduction......Page 148
The nature of a communication strategy......Page 149
A communication audit process......Page 150
Engage senior management commitment......Page 151
Prepare the organization for the audit......Page 153
Data gathering......Page 154
Analysis and action phase......Page 155
Interviews......Page 156
Immediate line managers are crucial for effectiveness......Page 157
Maximum use should be made of face-to-face channels......Page 158
Conclusion......Page 159
REFERENCES......Page 160
Introduction......Page 162
Los Angeles 1984......Page 163
Seoul 1988......Page 164
Atlanta 1996......Page 165
Sydney 2000......Page 167
PR research......Page 170
Call centre......Page 171
Educational programme......Page 172
REFERENCES......Page 173
Introduction......Page 175
Communication of consistent message......Page 176
Entrance into new markets......Page 177
Control and standardization......Page 178
Organization support of brand image......Page 179
Communication of consistent message......Page 180
Control and standardization......Page 181
REFERENCES......Page 182
CHAPTER 11: Differing corporate communication practice in successful and unsuccessful companies......Page 184
Differentiating your communication......Page 187
Building strategic relationships with customers......Page 189
Improving key account management......Page 191
The international dimension......Page 192
Communicating for change......Page 194
Winning and losing approaches to communication......Page 198
REFERENCES......Page 200
CHAPTER 12: Communicating with 1.3 billion people in China......Page 201
International firms and their strategies......Page 202
PR industry......Page 203
The need to have a new name......Page 205
Factors affecting renaming......Page 206
Balance between sound and meaning......Page 207
The global–local paradox in brand communication......Page 208
Emerging new media for integrating communication......Page 209
REFERENCES......Page 216
CHAPTER 13: Today’s corporate communication function......Page 217
Current trends in corporate communication......Page 218
The role of business and communication......Page 220
Importance of a corporate communication philosophy......Page 221
Ethics and corporate citizenship......Page 222
Tools for the corporate communication practitioner......Page 223
Groups and presentations......Page 224
Negotiation skills for advocacy communication......Page 225
Building a corporate communication culture......Page 226
Perpetuating corporate culture......Page 227
Corporate relations......Page 228
Developing a media strategy......Page 229
Investor relations......Page 230
Crisis communication plans......Page 232
Responding to pressure groups and crisis preparation......Page 233
Communication technologies......Page 234
Impact of electronic media......Page 235
The change process......Page 236
The language of change......Page 238
Language......Page 239
Contexts and face-saving......Page 240
Corporate communication: meeting the challenge of the future......Page 241
When all is said and done......Page 242
REFERENCES......Page 243
CHAPTER 14: Assessing integrated corporate communication......Page 244
Features of integrated corporate communication......Page 247
Taxonomy and language......Page 248
Dimensions of integration......Page 249
Output vs. process measures......Page 250
Continuum of ICC......Page 251
Creative integration......Page 252
Information and database systems......Page 253
The ICC assessment profile......Page 254
Summary......Page 257
REFERENCES......Page 258
CHAPTER 15: New technology and the changing face of corporate communication......Page 260
Empowering the individual?......Page 261
Putting the internet in perspective......Page 263
The cost of communicating......Page 264
Assessing the effect of ICTs......Page 265
Brand and reputation......Page 266
New ways of reaching the public......Page 267
NOTES......Page 268
PART III: MANAGING IMAGE, IDENTITY AND REPUTATION......Page 270
CHAPTER 16: Reputation and leadership in a public broadcast company......Page 271
Identity and image......Page 273
Reputation......Page 274
Towards excellence......Page 275
Corporate trails as infotainment......Page 276
Memoirs......Page 278
REFERENCES......Page 279
Other sources......Page 280
CHAPTER 17: Corporate reputation......Page 281
Global issues and global problems with corporate reputation......Page 283
Principle one: greater accountability......Page 284
Principle two: the chief executive officer......Page 285
Principle three: the power of internet communication......Page 286
Setting the scene......Page 287
Research findings......Page 288
Discussion and conclusion......Page 290
REFERENCES......Page 291
Introduction......Page 293
What the books say......Page 295
Managerial perception......Page 298
Corporate governance......Page 300
The continuity planning industry......Page 303
Case 1: First Interstate Bank......Page 306
Case 2: Allied Irish Bank......Page 310
Y2K......Page 312
Five stages of an incident......Page 315
Best practice......Page 317
BIBLIOGRAPHY......Page 319
Crisis......Page 321
The internet information structure......Page 322
Protecting organizations with employee awareness campaigns......Page 323
Planning to handle sudden crisis......Page 326
Planning responses......Page 327
When issues escalate into crisis......Page 330
What crisis to plan for......Page 334
Politician on the take......Page 335
Using your site for scam?......Page 336
Conflicting national laws affecting your business?......Page 337
Activists......Page 338
Unfounded accusation......Page 339
Conclusions......Page 340
NOTES......Page 342
CHAPTER 20: The impact of terrorist attacks on corporate public relations......Page 343
Methods......Page 344
Quantitative methods......Page 345
Results and discussion......Page 347
Qualitative results......Page 352
October 2001......Page 353
October 2001......Page 354
Summary......Page 355
NOTES......Page 356
CHAPTER 21: Public relations and democracy: historical reflections and implications for practice......Page 358
Literary antecedents and intellectual history of public relations......Page 359
Critical issues......Page 361
Evolution of public relations in the United Kingdom......Page 364
Public relations and the media: a troublesome and troubled relationship......Page 366
Post-war economic recovery: the emergence of consultancy and corporate rhetoric......Page 367
REFERENCES......Page 368
PART IV: THE FUTURE IS NOW......Page 370
Social semiotics within the context of corporate communication......Page 371
The application of semiotic theory to the visual......Page 372
The AIDA model and application......Page 374
Analytical classification......Page 376
Commentary and summary......Page 384
NOTES......Page 385
The epistemic domains of communication theory in management studies......Page 386
Beyond the gates of managerialistic hegemony......Page 387
In pursuit of methodological sophistication......Page 389
‘Teaching’ methodology for communication research......Page 390
Research as coming to know......Page 391
So what?......Page 392
REFERENCES......Page 393
The need for creative thinking in organizations......Page 394
Corporate language choices and creative thinking......Page 395
Organizational culture and creative thinking......Page 396
Vision, values and leadership......Page 397
Influence of feedback and reward on creative thinking......Page 399
Communication technology and creative thinking......Page 400
Collaboration and creative thinking......Page 401
Training needs......Page 402
Summary......Page 403
REFERENCES......Page 404
BIBLIOGRAPHY......Page 406
Introduction......Page 407
Language as an asset......Page 408
Evolving trends......Page 409
The evolution of the knowledge economy......Page 410
Globalization of business......Page 412
Workforce diversity......Page 414
Production of vocabulary and language......Page 417
The economics of vocabulary......Page 418
The economics of language......Page 419
Formulating a corporate language policy......Page 420
A case study......Page 422
Answers......Page 423
Summary......Page 424
REFERENCES......Page 425
CHAPTER 26: Arrival of the global village......Page 429
Languages......Page 430
Survival of concept......Page 431
The specialization of international public relations......Page 432
Pharmaceuticals......Page 434
Financial......Page 435
Specialties by practice......Page 436
Convergence......Page 437
Corporate communication responsibilities......Page 438
The Wakefield evolution model......Page 439
Qualities of good PR consultants......Page 440
CHAPTER 27: Ethics and the corporate communicator......Page 441
REFERENCES......Page 448
RECOMMENDED FURTHER READING......Page 449
CHAPTER 28: The new frontier for public relations......Page 450
Global – or international?......Page 451
Key management role......Page 452
Culture......Page 453
International strategies......Page 454
The research......Page 455
Discussion......Page 458
Conclusion......Page 460
REFERENCES......Page 461