Corporate Communication

Title
Table of Contents
1 The Changing Environment for Business
	Attitudes toward American Business Through the Years
	Hollywood: A Window on Main Street and Wall Street
	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: Google Inc.
2 Communicating Strategically
	Communication Theory
	Developing Corporate Communication Strategies
		Setting and Effective Organization Strategy
		Analyzing Constituencies
		Delivering Messages Appropriately
		Constituency Responses
	Conclusion: The Corporate Communication Connection to Vision
	Case: Carson Container Corporation
3 An Overview of the Corporate Communication Function
	From “PR” to “CorpComm ”
		The First Spin Doctors
		A New Function Emerges
	To Centralize or Decentralize Communications?
	Where Should the Function Report?
	The Subfunctions within the Function
		Identity and Image
		Corporate Advertising and Advocacy
		Corporate Responsibility
		Media Relations
		Marketing Communications
		Internal Communications
		Investor Relations
		Government Relations
		Crisis Management
	Conclusion
	Case: The Hewlett-Packard Company
4 Identity, Image, Reputation, and Corporate Advertising
	What Are Identity and Image?
	Differentiating Organizations through Identity and Image
	Shaping Identity
		A Vision That Inspires
		Names and Logos
		Putting It All Together: Consistency Is Key
	Identity Management in Action
		Step 1: Conduct a Identity Audit
		Step 2: Set Identity Objectives
		Step 3: Develop Designs and Names
		Step 4: Develop Prototypes
		Step 5: Launch and Communicate
		Step 6: Implement the Program
	Image: In the Eye of the Beholder
	Building a Solid Reputation
		Why Reputation Matters
		Measuring and Managing Reputation
		Corporate Philanthropy and Social Responsibility
	What Is Corporate Advertising?
	Advertising to Reinforce Identity or Enhance Image
		Advertising to Attract Investment
		Advertising to Influence Opinions
	Who Uses Corporate Advertising and Why?
		Increase Sales
		Create a Stronger Reputation
		Recruit and Retain Employees
	Conclusion
	Case: JetBlue Airways: Regaining Altitude
5 Corporate Responsibility
	What Is Corporate Responsibility?
		The New Millennium’s CR Surge
		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 A b o u t 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: Starbucks Coffee Company
6 Media Relations
	The News Media
		The Growth of Business Coverage in the Media
	Building Better Relations with the Media
		Conducting Research for Targeting Media
		Responding to Media Calls
		Preparing for Media Interviews
		Gauging Success
		Maintaining Ongoing Relationships
	Building a Successful Media Relations Program
		Involve Media Relations Personnel in Strategy
		Develop In-House Capabilities
		Use Outside Counsel Sparingly
	Developing an Online Media Strategy
	Extend Your Media Relations Strategy to the Blogosphere
		Handle Negative News Efficiently
	Conclusion
	Case: Adolph Coors Company
7 Internal Communications
	Internal Communications and the Changing Environment
	Organizing the Internal Communication Effort
		Goals for Effective Internal Communications
	Where Should Internal Communications Report?
	Implementing an Effective Internal Communications Program
		Communicate Up and Down
		Make Time for Face-to-Face Meetings
		Communicate Online
		Create Employee-Oriented Publications
		Communicate Visually
		Focus on Internal Branding
		Consider the Company Grapevine
	Management’s Role in Internal Communications
	Conclusion
	Case: Westwood Publishing
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: Steelcase, Inc.
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: Disney’s America Theme Park: The Third Battle of Bull Run
10 Crisis Communication
	What Is a Crisis?
		Crisis Characteristics
	Crises from the Past 25 Years
		1982: Johnson & Johnson’s Tylenol Recall
		1990: The Perrier Benzene Scare
		1993: Pepsi-Cola’s Syringe Crisis
	The New Millennium: The Online Face of Crises— Data Theft and Beyond
	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: Coca-Cola India
Bibliography
Index