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Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Tabla de contenidos provista por Syndetics

• List of figures(p. xi)
• List of tables(p. xiv)
• Notes on contributors(p. xvi)
• Acknowledgements(p. xxii)
• 1 Raising the corporate umbrella--the 21st-century need(p. 1)
• Introduction(p. 3)
• The contextual background(p. 6)
• Raising the corporate umbrella(p. 9)
• The 21st-century need(p. 14)
• Overview and plan of the book: constituent elements decoded(p. 14)
• Summary and conclusion(p. 20)
• 2 Talking heads: the CEO as spokesperson(p. 23)
• Introduction and overview(p. 24)
• The context of CEO communication(p. 26)
• A constructive-dramaturgical theory and transformational leadership(p. 30)
• Framing(p. 37)
• Strategic ambiguity and common starting points(p. 39)
• Conclusion(p. 40)
• 3 Balancing corporate branding policies in multi-business companies(p. 43)
• Introduction and overview(p. 45)
• SIDEC model(p. 46)
• Strategy(p. 47)
• Internal organization(p. 50)
• Driving forces(p. 50)
• Environment(p. 53)
• Corporate branding strategy(p. 56)
• Conclusion(p. 59)
• 4 Responsive and responsible communication practices: a pluralist perspective(p. 62)
• Introduction(p. 64)
• Integration, imperialism, and encroachment(p. 65)
• Corporate evolution and integrated diversity(p. 66)
• The politics of internal coalitions(p. 67)
• A collective (corporate) managing system(p. 69)
• Model-making, map-making, wiring diagrams, and departmentalization(p. 72)
• The departmentalization of communication management(p. 74)
• Conclusion(p. 78)
• 5 The role of integrated communication in the interactive age(p. 82)
• Introduction(p. 84)
• The contextual global environment(p. 86)
• The movement of communication toward a global brand oriented approach(p. 88)
• Integrated communication(p. 94)
• A. The corporate brand perspective(p. 95)
• B. Building brand identities(p. 97)
• C. Creating corporate brand value(p. 99)
• D. Surrounding stakeholders with corporate communication(p. 100)
• E. Corporate image(p. 102)
• F. Corporate identity(p. 104)
• Global insight(p. 105)
• Integrated marketing communication(p. 106)
• A. Tactical coordination(p. 109)
• B. Redefining the scope of marketing communication(p. 109)
• C. Application of information technology(p. 109)
• D. Financial and strategic integration(p. 110)
• Contextual overview(p. 110)
• Summary and conclusion(p. 110)
• 6 Corporate branding and advertising(p. 115)
• Introduction and overview(p. 117)
• Branding versus advertising(p. 120)
• Stage 1 Branding from square one(p. 124)
• Stage 2 Going to the next level(p. 128)
• Stage 3 Extending the brand(p. 132)
• Stage 4 Benchmarking best practices(p. 135)
• Stage 5 Cohesiveness(p. 139)
• Conclusion(p. 140)
• Summary of brand-building success strategies(p. 141)
• 7 Global issues in branding, communication and corporate structure(p. 149)
• Introduction and overview(p. 150)
• The global challenge and some glimmers of hope(p. 152)
• Genesis(p. 153)
• Organizational structures(p. 155)
• New globalism: fewer are better(p. 156)
• Agencies as business partners(p. 158)
• Creative alone is not enough(p. 159)
• Unbundling(p. 159)
• Globalization, marketing, creativity, and organizational structure(p. 160)
• Overall issues in globalization, brand marketing, creativity, and organizational structure(p. 164)
• Staffing(p. 166)
• Consolidation of agencies: the trend(p. 170)
• Summary and conclusions(p. 171)
• 8 Marketing public relations: where the twain shall meet(p. 175)
• Introduction and overview(p. 176)
• MPR in perspective(p. 178)
• The interdependence of corporate brands and product brands(p. 178)
• Brand reputation or reputation management?(p. 179)
• An overview of MPR: what it is and can be(p. 181)
• Writing an integrated marketing public relations plan(p. 184)
• Building the corporate brand through event marketing(p. 187)
• Creating an MPR program in the new interactive marketplace(p. 189)
• Building a world brand interactively: Legoland(p. 190)
• Building new product acceptance without an advertising campaign(p. 192)
• Lucasfilms wins Star Wars in cyberspace(p. 193)
• The third leg--accepting social responsibility(p. 194)
• Social responsibility and the corporate brand(p. 194)
• Other ways MPR impacts corporate public relations (CPR)(p. 195)
• Summary and conclusion(p. 195)
• 9 Crisis communication management: protecting and enhancing corporate reputation and identity(p. 199)
• Introduction and overview(p. 200)
• Part I The Nature of Corporate Crisis and Management's Response(p. 202)
• Part II Value and Belief Systems Affect Crisis Response(p. 205)
• Part III The Dimensions of Crisis Response Strategy: Some Communication Strategies are Guaranteed to Perpetuate Trouble(p. 209)
• Community versus corporate priorities: a powerful paradox(p. 212)
• Applying the dimensions of crisis communication management response(p. 214)
• 1. The operations dimension(p. 214)
• 2. The victim management dimension(p. 220)
• 3. The trust and credibility dimension(p. 220)
• 4. The behavior dimension(p. 224)
• 5. The professional expectation dimension(p. 224)
• 6. The ethical dimension(p. 224)
• 7. The lessons-learned dimension(p. 228)
• Decide quickly, act fast, use uncommon sense(p. 233)
• Part IV Crisis Communications Standards and Principles(p. 236)
• Standard-setting crisis communication protocols(p. 236)
• Trust-busting behaviors and language to avoid(p. 236)
• Summary and conclusions(p. 242)
• 10 Take-over and merger: the jaws mentality(p. 244)
• Introduction(p. 245)
• Issues of culture in mergers and acquisitions(p. 247)
• Bridging cultural gaps(p. 252)
• Communicating change(p. 253)
• Communication management(p. 256)
• The responsibility of the communication director(p. 261)
• The M&A situations in which managed communication is vital(p. 261)
• Summary of principles and lessons learned(p. 264)
• Conclusion(p. 268)
• 11 The corporate entity and agency interaction(p. 275)
• Introduction(p. 278)
• The corporation(p. 279)
• The adversarial relationships(p. 279)
• The vulnerability factor(p. 286)
• The agency additions(p. 286)
• Seeking an agency's support(p. 290)
• Being an effective client(p. 292)
• Corporate and product brands(p. 295)
• Developing successful corporate communications(p. 297)
• Integrating the communication(p. 306)
• Conclusion(p. 308)
• 12 Vision, values, intellectual property and assets(p. 318)
• Introduction(p. 320)
• The sum and substance of managing a corporate brand(p. 321)
• The vision thing(p. 323)
• Building a customer-centric vision(p. 325)
• Moving from vision and mission to brand promises: the heart of the corporate brand(p. 327)
• From internal vision to external value--the role of managers and employees(p. 328)
• A critical quadrant--customers, shareholders and other stakeholders(p. 330)
• From soft and squishy to hard and tangible(p. 333)
• Summary and conclusion(p. 337)
• 13 Measuring the value of the corporate brand(p. 341)
• Introduction(p. 344)
• A basic managerial view of brand valuation(p. 344)
• From feelings to financials(p. 346)
• Financial measures of brand value or brand equity(p. 355)
• Brand Finance brand valuation methodology(p. 358)
• Summing up corporate brand value(p. 369)
• Conclusive note(p. 370)
• 14 Closing and re-opening the corporate umbrella(p. 373)
• Introduction(p. 376)
• The closing corporate communication umbrella(p. 381)
• Opening the new corporate umbrella(p. 388)
• Summary and conclusion(p. 395)
• References(p. 398)
• Index(p. 408)

Notas de autor provistas por Syndetics

Philip J. Kitchen is the Martin Naughton Professor of Business Strategy, specializing in Marketing, at the Queen's University Management School, Belfast
Don E. Schultz is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, IL, U.S.A.