Corporate Communication: Transformation of Strategy and Practice focuses our understanding of the foundation on which corporate communication was established and provides the context to analyze corporate communication practices from corporations' initial uses of the Internet to the contemporary fragmented media environment.

The forces of uncertainty, globalization, the networked enterprise, Web 2.0, privacy, "big data," and shifting demographics have dramatically transformed corporate communication strategy and practice. Now more than ever, it is more complex, strategic, and essential to the organization's survival. Corporate Communication: Transformation of Strategy and Practice examines, analyzes, and illustrates the practice of corporate communication as it changes in response to increasing global changes. It builds on the authors' 2010 Corporate Communication: Strategic Adaptation for Global Practice, as well as their 2015 Corporate Communication: Critical Business Asset for Strategic Global Change. This book analyzes and illuminates the major communication needs in rapidly evolving organizations: the contemporary communication environment; the importance and impact of intangiblescorporate sustainability, identity, culture, valuation, crisis prevention; the transformation of the media environment; the transformation of the concept of decision-making; the importance of demographics and multigenerational audiences; and technical, geopolitical, economic, and socio-cultural uncertainty. These are significant forces that can potentially augment or diminish an organization's value.

Autorentext

Michael B. Goodman, Ph.D. is Professor and Director of the MA in Corporate Communication at Baruch College, The City University of New York; and Director of CCI Corporate Communication International. He is Visiting Professor at Aarhus University (Denmark), Hong Kong Polytechnic University, and Universita IULM (Italy). He has published widely, including: Corporate Communication: Critical Business Asset for Strategic Global Change and Corporate Communication: Strategic Adaptation for Global Practice. He has been a consultant to more than 40 corporations and institutions on corporate communication, managerial communication, problem-solving, new business proposals, change, and corporate culture. Peter B. Hirsch is Executive Vice President and Director, Reputation Risk at Ogilvy Public Relations Worldwide. He has more than 25 years experiences a consultant to global corporations. He holds adjunct academic appointmentys at Baruch College, CUNY; Columbia University; and Fordham University. He co-authored Corporate Communication: Critical Business Asset for the Challenge of Global Change; Corporate Communication: Strategic Adaptation for Global Practice; and Corporate Communication: Tactical Guidelines for Strategic Practice with Michael B. Goodman.

Zusammenfassung
Corporate Communication: Transformation of Strategy and Practice focuses our understanding of the foundation on which corporate communication was established and provides the context to analyze corporate communication practices from corporations' initial uses of the Internet to the contemporary fragmented media environment.

Inhalt

List of Figures - List of Tables - List of Sidebars - List of Appendices - Introduction - The Corporate Communication Environment - The Importance and Impact of Intangibles Corporate Sustainability, Identity, Culture, Valuation, Relationships, Crisis Prevention - Information Sources, Channels and Digital Media - Transformation of the Concept of Decision-making - The Importance of Demographics and Multigenerational Audiences - Uncertainty Nothing Is Forever - Looking Around Corners - Sources and Further Reading - Contributors - Index.