Corporate communication: a strategic approach to building reputation

Corporate communication: a strategic approach to building reputation. Communication is the heart of organizational success. This book places communication squarely in the strategic processes of the organization. This is important if organizations are to build and maintain good images or reputations. The editors of this book have assembled leading international academics and practitioners to explore what, in their minds, are essential subjects that managers need to consider if they are to be effective communicators. These include understanding communication’s role in the strategy process, organizational structures that promote communication, the concept of corporate branding, interpersonal communication, issues management, and stakeholders and their ethical treatment. A number of specific areas that managers may need to be aware of are also explored such as crisis communication and internal marketing.