Verfügbarkeit: Managing corporate communication

Managing corporate communication: a cross-cultural approach

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	Houndmills, Basingstoke Palgrave Macmillan 2013
Ausgabe:	1. publ.
Schlagworte:	Interkulturelle Kommunikation Communication in management > Cross-cultural studies Communication in organizations > Cross-cultural studies Business communication > Cross-cultural studies Intercultural communication Öffentlichkeitsarbeit Unternehmen Interkulturelles Management
Online-Zugang:	Inhaltsverzeichnis Klappentext
Beschreibung:	Includes bibliographical references
Beschreibung:	XXXVI, 514 S. graph. Darst.
ISBN:	9780230348028

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Datensatz im Suchindex

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adam_text	Contents* List of /іди res xix List of tables xxi Notes on contributors xxii Prefaces xxix Acknowledgements xxxii Introduction xxxiii PART 1 CONCEPTUALIZING AND ORGANIZING CORPORATE COMMUNICATION 1 1 Corporate communication as an academic discipline Rossella Gambetti 3 Learningobjectives 3 Introduction 3 The US school 5 The European school 10 The Italian approach 16 Chapter summary and conclusions 20 Revision questions 21 References 21 Further reading 24 2 Communicative business: the power of corporate communication to manage complexity Edoardo Teodoro B h os chi 25 Learningobjectives 25 Introduction 26 Communicative business: to meet complexity and to manage it 28 Total business communication: the concept and its implementation 31 The measurement of total business communication effectiveness 40 • ■ VII viii Contents Chapter summary and conclusions 4? Revision questions 49 References 49 Further reading 50 Public relations in international management Otto Lerbinger 51 Learning objectives 51 Introduction 52 Players: mappingthe international territory 54 Identifying global issues 5? Corporate governance 58 Communications 63 Relationship management: establishing sound and durable relationships 66 Rise of the term corporate diplomacy 68 Case study: Mattel and China 68 Casestudy questions 69 Chapter summary and conclusions ?0 Revision questions 70 References 71 Further reading 71 The organization of the corporate communication function Donald K.Wright 73 Learning objectives 73 Introduction 74 Historical perspective ?4 What is corporate communication? 77 Functions of corporate communication ?8 Centralized or decentralized communication? 80 Reporting relationships forthe communication function 80 Advantages and limitations of various reporting models 81 Compensation for communication practitioners 83 Case study: IBM - the integration of communications and marketing 84 Case study question 91 Chaptersummary and conclusions 91 Revision questions 92 References 93 Further reading 93 Contents ix PART 2 COMMUNICATION STRATEGY AND LEADERSHIP 95 5 Strategic communication and the entrepreneurial role of the corporate communication officer Emanuele Invernizz t and Stefania Romenti 9? Learning objectives 9? Introduction 98 institutionalization of corporate communication in complex organizations 98 The strategic role of communication to support organizational isomorphism 100 Case study: Banca Monte dei Paschi di Siena 106 Case study questions 106 Entrepreneurial communication to support change and innovation 10? Case study: Ferrari 109 Case study questions 109 Case study: illycaffè 110 Case study questions 111 Chapter summary and conclusions 112 Revision questions 112 References 112 Further reading 114 6 Exploring the professional identity of the corporate communication officer: Commander or Chamberlain? Rossella Gambetti, Mattia Ciovanard/ and Edoardo T. Brioschi 115 Learning objectives 115 Introduction: An overview of the corporate communication officer in the firm 116 The multiple identities of the CCO 119 The role of the CCO in the firm: Commander or Chamberlain ? 124 Case study: the Commander CCO 127 Casestudy questions 128 Case study: the Chamberlain CCO 129 Casestudy questions 129 The professional identity of the CCO in brief 129 Chapter summary and conclusions 131 Revision questions 131 References 132 Further reading 132 χ Contents ? Communications professionals in the 2010s: what knowledge — what skills? Leena Louhiala-Salminen, Anne Kankaanranta and Christa Uusi-Rauva 135 Learning objectives 135 Introduction 136 The study 138 The increasing importance of communication as a strategic function 141 Key knowledge required of the operating environment 142 Competencies that new recruits lack 144 Key language and communication skills required by communication professionals 145 The most suitable education for corporate communicators 146 Future challenges faced by communication professionals 14? Chapter summary and conclusions 148 Revision questions 150 References 150 Further reading 151 8 The new reputation-centric CEOs and how to counsel them PeterMorrissey 153 Learning objectives 153 introduction 153 The modern day CEO: Samurai 154 Cultural factors 155 The role of a modern day CEO s communications counsel 155 Planningforthe worst: redundancy plans and actions 156 Crisis can be an opportunity 15? Advice forthe advisors 159 Communications in a digital age: counsel for CROs 161 Case study: The lessons of the BP Gulf disaster 162 Case study questions 165 Chapter summary and conclusions 165 Revision questions 165 References 165 Furtherreading 166 Contents xi PART 3 ENGAGING STAKEHOLDERS THROUGH COMMUNICATION 16? 9 Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation Silvia Biraghi and Rossetta Gambetti 169 Learning objectives 169 Introduction l?0 The advent of corporate branding l?0 Defining corporate branding 1?2 The rofe of corporate communication m corporate branding strategies 173 The corporate brand and its link with key corporate intangible assets 1?5 From stakeholder relationship to stakeholder engagement 1?9 Developing and managing the corporate brand 180 Case study: Corporate branding in Whirlpool Corporation 184 Case study questions 186 Chapter summary and conclusions 186 Revision questions 18? References 188 Further reading 190 10 The power of transparency, authenticity and empathy as drivers of corporate stakeholder engagement Steve Quigley 191 Learning objectives 191 Introduction 192 Case study: Dell - from hell to humility 194 Case study questions 195 The train has left the station 195 Naked conversations 19? Opposites — at the same time 198 Culture is critical 200 Earning stakeholder alignment 202 Authenticity from the inside out 203 Trust and transparency 205 Empathy 20? Chapter summary and conclusions 209 Revision questions 210 References 210 Further reading 211 xii Contents 11 Power, new media and today s corporate public relations professionals Edward J. Downes 213 Learning objectives 213 Introduction 214 Background 214 The powerto shape perceptions 215 The power of traditional media 216 The powerto bypass traditional media 21? The audience s powerto respond 218 Traditional or new media - which are more powerful? 219 The powerof the PR manager 220 Power and functional specialization 221 Powerful questions 222 Powerful dilemmas 225 Chapter summary and conclusions 22? Revision questions 228 References 228 Further reading 229 12 Employee communications in the 21st-century organization Jack LeMenager 231 Learning objectives 231 Introduction 232 What are employee communications? 232 Definingthe term 234 Managingthe linkage 235 Communications: the key to effective management 236 Treating employees with dignity 238 Know the team 239 People need context 240 Activating an initiative 241 Change and employee communications 242 Securingthe debt with collateral 242 Factoring in the people 243 Case study: Melting pot 244 Case study questions 245 Core leadership traits 245 What is the intent? 246 Employee communications and the brand 24? The importance of storytelling 248 Ordering up a new brand 249 Contents xiii Growing from their roots 250 The brand starts with engaged employees 251 Brand equals culture equals brand 252 Internal chemistry 253 Chapter summary and conclusions 254 Revision questions 254 References 255 Further reading 256 PART 4 INTEGRATING COMMUNICATION 25? 13 The conceptual bridge between corporate and marketing Communications Philip J. Kitchen, Don £. Schultz and ioanna Papasolomou 259 Learning objectives 259 Introduction 260 Communications in the contextual global environment 261 The movement of communication towards a global brand-oriented approach 264 Integrated communication 269 The corporate brand perspective 270 Integrated marketing communication 278 Contextual overview 280 Case study: A BMW dealership: joiningthe disparate elements — community, corporate, marketing 280 Case study questions 283 Chapter summary and conclusions 283 Revision questions 284 References 284 Further reading 285 14 Reconceptualizing integration in communication: a CO-creation perspective Trine Susanne Johansen and Sophie Esmann Andersen 28? Learning objectives 287 Introduction 288 Integration: a classical view 289 Challenging integration 298 Introducing the concept of co-creation 299 From intra-organizational practice to co-creation: practical implications 300 xiv Contents Casestudy: Arla Foods 302 Case study questions 306 Chapter summary and conclusions 306 Revision questions 306 References 30? Further reading 309 15 Convergences and divergences between advertising and public relations David Roca and Daniel Tena 311 Learning objectives 311 Introduction 312 Advertising: legal concepts 312 Academic perspective on advertising 314 Industry concepts: from advertising to commercial communication 316 The crisis in the advertising concept 320 Public relations: legal concepts 321 Academic perspective on public relations 323 Industry concepts: public relations or communication? 325 Convergences and divergences between advertising and public relations 330 Chaptersummary and conclusions 333 Revision questions 334 References 334 Further reading 335 16 Corporate architecture as a branding tool: a European case Study ¡П the finance sector Angela Bargenda 33? Learning objectives 33? Introduction: corporate architecture as part of corporate identity 33? Corporate visual identity (CVI) 338 Corporate architecture (CA) 339 Beaux-arts historicism 341 Corporate architecture in the finance sector 345 Conclusion 34? Case study: UBS 348 Case study questions 349 Chapter summary and conclusions 349 Revision questions 350 Appendix: guide answers to case study questions 350 References 355 Further reading 356 Contents xv PART 5 COMMUNICATING RESPONSIBLY, COMMUNICATING RESPONSIBILITY 35? 1? Corporate communication, marketing and value creation (and destruction): the role of respect Renato Fiocca 359 Learning objectives 359 Introduction 359 Companies and markets: an outline 360 Trust, relationships and resources 363 Style, education and respect in market relationships 365 Respect in company life 366 Conditions for earning respect in the company and the market 366 Chapter summary and conclusions 371 Revision questions 3?2 Further reading 372 18 Integrated annual reporting and corporate performance: an intangible-based communication perspective Mattia Giovanardi and Rossella Gambetti 373 Learning objectives 3?3 Introduction 3?4 Omissions in company disclosure and the need for more ethical business behaviours 3?5 From the financial statement to the integrated annual report: an efficient economic/financial communication tool 3?? Communication-based intangibles: how individual evaluations translate into collective judgements 3?9 The role of communication in the creation of socioeconomic value: a business ethics approach based on trust and credibility 380 Integrated financial statement and sustainability report: the perfect match to communicate responsibly 382 Case study: Barilla Group - an analysis of strengths and weaknesses of the company reports 382 Case study questions 386 Case study: Hera Group - the case of a perfect match 386 Case study questions 389 Chapter summary and conclusions 389 Revision questions 390 References 390 Further reading 393 xvi Contents 19 From corporate responsibility to shared responsibility: the new driver of co-creation and innovation Jonathan Yohannan 395 Learning objectives 395 Introduction: trust but verify : a new world order 396 Corporate responsibility (CR) defined 39? Evolution of CR 39? CR business drivers 400 Case study: Timeline of Johnson & Johnson engagement 403 Case study questions 404 Evolution of CR and communications 406 Chapter summary and conclusions: predicting the future 410 Revision questions 411 References 412 Further reading 412 20 The emergence of the social web and its impact on corporate communications practices Steve Quigley 413 Learning objectives 413 introduction 414 Disintermediation 414 Listen first, talk second 415 Push versus pull 41? The powerof search 418 Why is original content so important? 420 Search goes social, and personal 421 Google^- 422 Flipping the funnel 423 The integrated role of internal communication 424 Social enterprises 426 Unleashing frontline employees 42? Blurred lines between communication and customer service 429 Case study: Would you like honesty with that pizza? 430 Casestudy questions 431 Chapter summary and conclusions 432 Revision questions 432 Appendix: Guide answers to case study questions 433 References 434 Further reading 435 Contents xvii PART 6 EVALUATING AND DOING RESEARCH ON COMMUNICATION 437 21 Managing the performance of corporate communication: an overview and a framework proposal Stefania Romenti 439 Learning objectives 439 Introduction 440 The process evaluation school of corporate communication 440 The performance measurement school of corporate communication 443 Comparison between process evaluation and performance measurement 446 Integrating valuation and measurement: adoptinga performance management approach 447 Case study: Granarolo 449 Case study questions 451 The proposed communication performance management (CPM) framework 451 Chapter summary and conclusions 453 Revision questions 454 References 454 Further reading 456 22 Evaluating corporate reputation: the link with corporate financial performance Manfred Schwaiger and Sascha Ra tthet 45? Learning objectives 45? Introduction 458 Corporate reputation as an intangible asset 458 Chain of effects: reputation s impact on shareholder value 459 Defining shareholder value 462 Efficient market hypothesis and effects of reputation on stock prices 462 The financial benchmark model 464 Measuring the financial performance effects of reputation 465 The reputation management cycle 4?3 Chapter summary and conclusions 4?5 Revision questions 476 References 4P? Further reading 480 23 Current research frontiers on corporate communication: the heuristic value of online qualitative research Guendalina Graffigna 481 Learning objectives 481 Introduction 482 xviii Contents The internet: a co-creative touch point for corporate communication 483 Qualitative research: a powerful lens on co-creative online communication 484 Internet communication and qualitative research: a promising match 48? Qualitative research on the internet: user-generated content analysis 488 The integrated mixed methods approach: a research example 495 Qualitative research via the internet: online focus groups 496 Choosing an online qualitative research tool 498 Case study: Fosteringthe value of made in Italy 501 Case discussion questions 502 Chapter summary and conclusions 502 Revision questions 503 References 503 Further reading 505 Conclusion 50? Index 509 Corporate communication is the effective management of two-way communication, with the aim of establishing and sustaining mutually ^^ beneficial relationships between a company and its stakeholders. In jj QJ the era of information democracy, with many direct and cost-efficient Q) Q) means of communication readily available, effective contact with О ¡рГ stakeholders becomes a very powerful strategic means of building and 3 ^¿ fostering corporate brand and reputation, ^ Drawing on their extensive research and experience, Rossella Gambetti (A and Stephen Quigley bring together leading academics from across the USA and Europe in this comprehensive overview of corporate communication. The book analyses the relationships between the corporate communication function and other strategic elements of business competitiveness, such as corporate reputation, leadership, branding and social media. Managing Corporate Communication: ■ Explores corporate communication as both an academic discipline and a strategic management function « Offers multinational and cross-cultural perspectives on the major conceptual and managerial challenges in the field ■ Examines the ethical challenges inherent in corporate communication ■ Brings together contributions from leading international academics ■ Includes international case studies throughout This is an ideal text for undergraduates and postgraduates studying communication, public relations, branding or management. It is also an insightful book for corporate communication scholars and managers. Rossella C. Gambetti is Assistant Professor of Management Sciences at the Università Cattolica del Sacro Cuore in Milan, Italy. She is Editor- in-Chief of Communicative Business. Italian Research Review on Business Communication. Stephen Quigley is Associate Professor of Public Relations at Boston University, USA. He is also a public relations consultant whose work is concentrated in the areas of media relations, community relations, crisis communication and social media.
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