000			a
999			_c269214 _d269214
003			OSt
005			20180307103846.0
008			170814s2018 uk |||fs|||| 001 0 eng d
020			_a9781787145030
040			_aEVLG _bspa _erda _cost
050			_aHD58.95 _b.M378 2018
245	0	0	_aMastering business for strategic communicators : _h[electronic resource] _bInsights and Advice from the C-suite of Leading Brands / _cedited by Matthew W. Ragas, and Ron Culp,
250			_aFirst Edition
260			_aUnited Kingdom : _bEmerald Group Publ., _c2018
300			_aElectronic text (xxix, 288 pages)
336			_2rdacontent _atext
337			_2rdamedia _acomputer
338			_2rdacarrier _aonline resource
500			_aIncludes glossary.
504			_aIncludes bibliographical references and index.
505			_aFront Matter -- Part I: Introduction -- 1. Advising “the Room Where It Happens”: The Business Case for Business Acumen -- Part II: Communications, Business Acumen, and the C-suite -- 2. The Communicator as Integrator -- 3. Why Business Acumen Matters More Than Ever -- 4. From Farm to Pharm: Business and Life Lessons Learned in the Barnyard -- Part III: Finance and Investor Relations -- 5. Taking the Numb Out of Numbers: Working with the Office of the CFO -- 6. The Partnership between Corporate Communications and Investor Relations -- Part IV: Human Resources and Employee Engagement -- 7. Mastering Business Means First Understanding Your People -- 8. Employees as Drivers of Corporate Brand and Reputation -- 9. Have a Seat at the Table — Not on the Fringes -- Part V: Corporate Strategy, Innovation, and Legal -- 10. Collaborating with Strategy and Innovation: Taking on the Challenge to “Communicate the Amoeba” -- 11. Telling the Story of Value Creation -- 12. Lessons from My Father: Bringing the “Greener Rules” to Corporate Strategy and Planning -- 13. Understanding the Corporate Legal Department -- Part VI: Marketing, Brand, and Data Analytics -- 14. Driving to the Right Place: Aligning Communications with Business Goals and Objectives -- 15. Peas in a Pod: Communications and the Chief Marketing Officer -- 16. Learn the Language of Business and Keep What You Earn -- Part VII: Social Responsibility and Transparency -- 17. Trust, Truth, and Transparency: Why Hard Facts and Corporate Honesty Matter -- 18. How Communicators Can Help Corporations Make a Difference -- 19. Communications for Social Good -- Part VIII: Communication and Corporate Transformations -- 20. Building Communications’ Influence during Corporate Transformation -- 21. Accentuate the Positive: The Communicator’s Catalytic Effect -- 22. Communications Leadership that Strong Leaders Expect -- Part IX: Summing Up -- 23. Observations and Conclusions from “Masters of Business” -- About the Authors -- Resources on Business Acumen -- Glossary -- Index.
520			_aThe most successful communication professionals are no longer just communication experts—they are masters of business. To serve as trusted advisors to the C-suite and to collaborate across the enterprise means it is necessary to have a strong grounding in business acumen. Mastering Business provides strategic communications and public relations students and professionals with expert insights and advice into the various major business functions and departments. From an assemblage of top strategic communication leaders comes this collection of more than 20 essays from current and former Chief Communications Officers (CCOs). The authors show the business areas that communicators help convene, integrate, and translate across their enterprises and to external stakeholders. Each chapter features a Career Spotlight by the CCO and a C-suite View response from a business leader, including CEOs, presidents, and CFOs from household names like GE, GM, Southwest Airlines, Starbucks, Walgreens Boots Alliance, and SAP. This collection provides readers with a rare view of the leadership roles played by top strategic communicators inside some of today’s most well-known brands and organizations.
650		0	_9154934 _aPublic relations _vHandbooks, manuals, etc
650		0	_9294966 _aCorporations _xPublic relations
700			_9295210 _aRagas, Matthew R. _eeditor
700			_9295212 _aCulp, Ron. _eeditor
856			_uhttps://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=4981623 _zPresione para acceder el libro en línea
942			_c7 _2lcc _hHD58.95 .M378 2018