Corporate Communication

Theory and Practice

Edited by Michael B. Goodman

Subjects: Business Communication
Series: SUNY series, Human Communication Processes
Paperback : 9780791420560, 430 pages, July 1994
Hardcover : 9780791420553, 430 pages, August 1994
Out of print (Hardcover)

Alternative formats available from:

Read Excerpt View Table of Contents

Request Desk or Examination Copy
Request a Media Review Copy

Table of contents

Figures and Tables

Preface

Acknowledgments

Chapter 1. Overview: Corporate Communication

What is Corporate Communication, and who does it?

What is the strategic importance of Corporate Communication?

What is Corporate Communication Philosophy?

Further Reading

Chapter 2. Corporate Communication Practice

Overview

Skills and talents for individuals

Small and large group requirements

Presentations: meetings and speeches

Selecting media

SELECTED ESSAYS AND COMMENT

Technological Innovation for Revitalizing Corporate Culture: The Case of Desktop Publishing, Terri Toles-Patkin

CASE STUDIES

Groupware—One Experience, Til Dallavalle, Alicia Esposito, and Steve Lang

Communicating Sudden Change in Tasks and Culture: The Inglis Montmagny Story, Randall Capps

Further Reading

Chapter 3. Corporate Citizenship

Overview

Relations with various publics

Philanthropy programs and policy

Outreach programs

Government relations: local, state, federal regulators and agencies

Customer relations

SELECTED ESSAYS AND COMMENT

Truth and Taste: Revisiting High Ethical Standards for Communicators, William Buchholz

Corporate Language and the Law: Avoiding Liability in Corporate Communications, Kristen R. Woolever

NIMBY: Defining and Dealing with the Not-in-My-Backyard Syndrome, Nancy Blethen

Further Reading

Chapter 4. Corporate Identity

Overview

Mission statements and corporate philosophies

Logos, letterhead, and annual reports

Advertising and company perception

Internal perception programs

External communication and perception of company image

SELECTED ESSAYS AND COMMENT

Using CEOs and Other Amateurs in Corporate Video, Richard Doetkott

High-speed Management: A Revolution in Organizational Communication in the 1990s, Donald P. Cushman

CASE STUDIES

Perspectives on Communicating Corporate Culture to Employee-Owners: A Case Study: Weirton Steel Corporation, Jay Morris

Further Reading

Chapter 5. Corporate Communication and Corporate

Culture Overview

Defining a corporation's culture

Quality programs and corporate culture changes

Diversity and Workforce 2000

Training (Human Resource Development) and perpetuating corporate culture

SELECTED ESSAYS AND COMMENT

Analyzing Corporate Communications Policy Using Ethnographic Methods, Margaret Whitney

Perceptions of Communicative Competence in Organizational Settings: The Influence of Styles and Stereotypes, Ann Bohara and Patrick McLaurin

Sexual Harassment and Immediacy Behaviors in the Multicultural Workplace: A Communication Paradox, Loretta Harper and Lawrence Rifkind

CASE STUDIES

Carnival, Resistance, and Transgression in the Workplace, Jeanne Rogge Steele

Further Reading

Chapter 6. Corporate Communication and Meeting the Press

Overview

Wall Street: the financial press

Main Street: the hometown media

Park Ave. : National newspapers

Industrial Blvd. : the trade publications

Research Plaza: professional journals

Broadway: entertainment media

SELECTED ESSAYS AND COMMENT

Public Relations and Commercial Speech at the Crossroads: Implications for the Pharmaceutical Industry and for the Profession, Dulcie Murdock Straughan

CASE STUDY

Case Study of a Public Affairs Program: TimeMagazine's Environmental Challenge, Nancy VanArsdale

Further Reading

Chapter 7. Corporate Communications and Media

Overview

Broadcast news networks

Public broadcasting and corporate sponsorship

Radio

Cable network

Video and satellite news releases

Voice Mail, E-Mail, and LAN

SELECTED ESSAYS AND COMMENT

Using Corporate Video to Communicate Advanced Technology, Julia A. Longo

CASE STUDIES

Using New Video Technology in External Organizational Communication: A Case Study of the Government Information Channel, Ronnie Bankston and Laura Terlip

Further Reading

Chapter 8. Corporate Communications and Crisis

Overview

Stages of a crisis and the corporate response

Crisis Communication Plans

Responding to pressure groups

SELECTED ESSAYS AND COMMENT

Crisis Communication: Knowing How is Good: Knowing Why is Essential, David L. Sturges, et al.

Further Reading

Chapter 9. Corporate Communication in Global Markets

Overview

Communication in the new Europe

Communication and the Pacific Rim

Communication with developing countries

SELECTED ESSAYS AND COMMENT

They Speak English But. . . : The United Kingdom as a Foreign Country, Nicholas D. J. Baldwin

The Politics of Broadcasting in the European Community: The Television without Frontiers Directive, Mitch Baranowski

Further Reading

Contributors

Name Index

Subject Index

Description

Communication has become more complex as businesses compete globally. This book explores corporate communication as both a professional practice and as an academic discipline. The essays and case studies provide numerous perspectives on topics such as diversity, sexual harassment, global corporate communications, and communicating corporate culture. These essays are meant to stimulate thought and encourage additional research.

Michael B. Goodman is Associate Professor and Director of the M. A. Program in Corporate and Organizational Communication, Department of English/Communications at Fairleigh Dickinson University.

Reviews

"This book is useful to practitioners of corporate communication because it offers relevant examples, it connects theoretical knowledge to practical applications, and demostrates the connection between corporate communication and corporate success/failure. The book is also useful to academics in the field because it suggests a list of practical, relevant issues. " -- Branislav Kovacica University of Hartford