"Mastering Corporate Communication" is a comprehensive guide designed to assist communication professionals in navigating the new world of stakeholder capitalism. With the rise of new media, corporate responsibility demands and the constant battle for attention, professionals are faced with an array of challenges.

The book offers an overview of relevant theories and techniques to help professionals master the new reality of corporate communication. It provides a rare glimpse into the corporate machine room of a global company, offering valuable insights and inspiration to communication professionals.

Leading professors from all around the world share their insights and advice, giving readers an opportunity to develop excellent corporate communication skills. The competitive environment requires a new mindset and a necessary agility, and this guide is the perfect resource to help communication professionals thrive in this ever-evolving landscape. With "Mastering Corporate Communication" students and professionals can find inspiration in effective approaches to communication challenges and ways to develop essential tools and competencies to succeed in their careers.

Provides an overview of tools and theories for modern corporate communication Curates inspirational stories from behind the scenes of a global company Strengthens the mindset and skills of individuals as strategic producers of excellent corporate communication

Autorentext

Anne Katrine Lund, Ph.D., is an author and prize-winning consultant. She has been the leading developer of advisor professionalism in Denmark within corporate communication for many years. Anne Katrine takes pride in helping organisations, managers and advisors position themselves credibly in interaction with all stakeholders.
Mette Refshauge is head of Communications & Sustainability at A.P. Moller Maersk, bringing over 20 years of experience in corporate communications and reputation management. Prior to her current role, Mette held executive positions at TDC A/S, Scandinavian Airlines and Danfoss. She holds a degree in philosophy from Aarhus University (Denmark) and has additional academic background in media science, journalism and customer-focused management.

Inhalt

1. Introduction.- 2. Strategic organisational communication in a new era.- 3. Credibility and trust as a field of work.- 4. Corporate citizenship in a changing world.- 5. Communication must create contact.- 6. The data-driven communicator.- 7. Internal stakeholders in focus.- 8. Facilitating change.- 9. When the crisis is triggered.- 10. Skills of the future.<p