Corporate communication: a guide to theory and practice

Part 1: Introduction to corporate communication. Defining corporate communication

Corporate communication in contemporary organizations

Part 2: Conceptual foundations. Stakeholder management and communication

Corporate identity, corporate branding and corporate reputation

Part 3: Corporate communication in practice. Communication strategy

Strategic planning and campaign management

Research and measurement

Part 4: Specialist areas in corporate communication. Media relations

Internal communication

Issues management and public affairs

Crisis communication

Part 5: New developments in corporate communication. Leadership and change communication

Corporate social responsibility and community relations.

List of Figures, Tables and Case Studies

Preface to the Second Edition

Acknowledgements, About the Author

Part 1. Historical Background

1. Introduction to Corporate Communication

1.1. Introduction

1.2. The relevance of understanding corporate communication

1.3. Defining corporate communication

1.4. Chapter summary

Notes

2. Corporate Communication in Historical Perspective

2.1. Introduction

2.2. Historical background

2.3. Marketing and public relations as distinct disciplines

2.4. Marketing and public relations as distinct but complementary disciplines

2.5. Integrating marketing and public relations

2.6. Drivers for integrated communication

2.7. Corporate communication as a framework for managing communication

2.8. Chapter summary

Notes

Part 2. Conceptual Foundations

3. Stakeholder Management and Communication

3.1. Introduction

3.2. Stakeholder management

3.3. The nature of stakes and stakeholding

3.4. Corporate social responsibility (CSR)

3.5. Stakeholder communication

3.6. Stakeholder engagement and collaboration

3.7. Chapter Summary

Notes

4. Corporate Identity, Corporate Image and Corporate Reputation

4.1. Introduction

4.2. Stakeholder communication, corporate identity and reputation

4.3. Aligning identity, image and reputation

4.4. Identifying the distinctive nature of the organization's identity

4.5. Corporate communication as corporate branding

4.6. Chapter summary

Notes

Part 3. Corporate Communication in Practice

5. Communication Strategy and Planning

5.1. Introduction

5.2. The process of developing a communication strategy

5.3. The content of communication strategy

5.4. Planning communication programmes and campaigns

5.5. Chapter summary

Notes

6. The Organization of Corporate Communication

6.1. Introduction

6.2. Perspectives on organizing communication

6.3. Vertical structure

6.4. Horizontal structure

6.5. What explains structure?

6.6. Chapter summary

Notes

7. Communication Practitioners: Roles and Professional Development

7.1. Introduction

7.2. The roles of communication practitioners

7.3. Competencies, skills and professional development

7.4. Corporate communication as a vocation or profession

7.5. Chapter summary

Notes

Part 4. Specialist Areas in Corporate Communication

8. Media Relations

8.1. Introduction

8.2. Journalists and media organizations

8.3. Impact of news coverage on corporate reputation

8.4. Framing news stories

8.5. Tools and techniques in media relations

8.6. Chapter summary

Notes

9. Internal Communication and Change Communication

9.1. Introduction

9.2. Defining internal communication

9.3. Internal communication and organizational identification

9.4. Voice, silence and employee participation

9.5. Change communication

9.6. Chapter summary

Notes

10. Issue and Crisis Management

10.1. Introduction

10.2. Defining issues and crises

10.3. Managing issues

10.4. Responding to crises

10.5. Chapter summary

Notes

Appendix. Integrated Case Study

Corporate Communication in Toyota

Glossary

Index