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• Contents
• List of Illustrations
• Preface
• The Global Context
• Acknowledgments
• Part 1: Thinking about Corporate Communication
• Chapter One: Adapting to Radical Changes in Business and Media: A Corporate Communication Vision for
• Adapting to Radical Changes in Business and Media
• Globalization
• Web 2.0
• Corporate Business Model: The Networked Enterprise
• A Corporate Communication Vision for the Future
• Strategic Communication Functions in Corporations
• The Functions of Corporate Communication
• Corporate Communication Budgets of Publicly Traded,Multinational Companies
• Notes
• Chapter Two: Leadership Capabilities: The Core Competencies for Corporations and Executives
• Leadership in Corporate Communication
• General Competencies for Global Communication Professionals
• The Career Map for Corporate Communication Professionals
• The Key Functions of Corporate Communication IndicateLeading Practices
• Additional Capabilities for Corporate Communication Professionals
• Teach
• Absorb Complex Information Quickly
• Create and Build Relationships
• Build Trust
• Build Corporate Culture
• Changes in Audiences and Communication Channels
• When All Is Said and Done
• Notes
• Part 2: Understanding the Forces That Shift the Context of Corporate Communication
• Chapter Three: Corporate Communication and Web 2.0
• The Growth of the Internet
• The Communication Impact of This Shift
• Investor Relations Embraces Strategic Communication Technology
• XBRL and Its Impact
• Web 2.0 and Investor Relations Ecosystems
• The Dark Side of Web 2.0 and Investor Relations
• Employee Communications
• Community Relations
• Public Affairs
• Web 2.0 and Beyond
• Notes
• Chapter Four: Strategic Ethical Relationships: Trust and Integrity
• The Impact of the Scandals of the 21st Century
• Principles vs. Rules; “Moral Hazard” and the “Animal Spirits”
• Ethics Codes
• The Corporation and Its Role in Meeting the Challenge of Rebuilding Trust
• Voices in the Background
• Not Just a Corporate Issue
• Corporate Citizenship and Corporate Social Responsibility
• The Corporate Obligation
• Notes
• Chapter Five: Corporate Culture’s Increased Significance
• The Culture of the Corporation
• Models for Developing Sustainable Corporate Cultures
• Employees
• Affiliates
• Thought Leaders
• Partners
• Communities
• Communities around the Globe
• Notes
• Chapter Six: Economic Factors
• Global Economic Organization
• Impact on Communication Needs and Infrastructure
• Climate Change, Energy, and Trade Politics
• Notes
• Part 3: Managing Public Issues: Models for Corporate Communication Practice
• Chapter Seven: Precedent: The History of Communication in Corporations
• Notes
• Chapter Eight: Philosophy: The Engineering of Consent and Process: Strategic and Tactical Models
• Strategic Models
• The Advocacy Model
• The Stewardship Model
• Issues Monitoring and Management
• Crisis Communication Response
• Corporate Citizenship and Social Responsibility/Sustainability
• The Counsel Model
• Tactical Models
• Company Publicity
• Equity and Consistency
• Transparency and Collaboration
• Internal Publicity and Recognition
• Company Reputation
• Choosing Your Place on the Spectrum
• Thought Leadership
• Employee Relations
• Public Information about the Company
• Investor Relations
• Notes
• Chapter Nine: Performance: The Measures That Determine the Success of Communication
• Measuring Reputation
• Alsop’s “Name That Company”
• OXFORD METRICA REPUTATION MEASUREMENT DESCRIPTION
• Notes
• Part 4: Strategic Adaptation for Global Practice
• Chapter Ten: Corporate Communication: The Way Forward
• The Way Forward
• Notes
• Part 5: Guidelines
• Introduction
• Guideline A: Corporate Communication Strategy and Policy
• Inside the Tent
• The Emperor’s New Clothes
• Guideline B: Crisis Communication
• Issues Mapping and Crisis Communications Planning
• Crisis Onset
• Mid-Crisis Response
• Crisis Recovery
• Conclusion
• Guideline C: Media Relations
• Guideline D: Employee Relations
• Integration
• Sequencing
• Content and Medium
• Feedback
• Guideline E: Global Relations
• Trouble in the Matrix
• The Marketing Silo
• The Silent Scream
• Corporate/Brand Dissonance
• The Three Monkeys—hear no evil, see no evil, speak no evil
• Guideline F: Corporate Citizenship and Table of Organizations
• Guideline F Notes
• Guideline G: Core Competencies for Corporate Communication
• Guideline H: Investor Relations and Sustainability
• Sample Investor Relations Communication Plan
• Sample Investor Fact Sheet (one double-sided sheet)
• The Annual Report
• Components of the annual report:
• Guideline H Note
• Guideline I: Transparency and Disclosure
• Material Information
• Plain English and Disclosure
• Interactive Information and XBRL
• Sample Disclosure Policy
• Sample IR Communication Policy Distributed Quarterly
• Dos and Don’ts When Speaking to Financial Analysts and Investors
• Guideline I Notes
• Guideline J: Reputation Management
• Reputation Management Campaigns
• Reputation Measurement Systems
• Guideline K: Transaction Communication
• Key Considerations in Preparation of Transaction Communication
• General Guidelines
• Review Process for New Content in Transaction Communications
• Contacts: Your Questions and Media Inquiries
• Guideline L: Affiliate Relations
• Pilot Study Overview
• Guideline M: Thought Leadership and Executive Relationship Management
• Designing a Thought Leadership Program
• Executing the Thought Leadership Program
• Executive Relationship Management
• Guideline N: Social Media and Corporate Blogging
• Social Pages
• Corporate Blogs
• Dealing with Bloggers
• Twitter
• YouTube
• LinkedIn
• Part 6: Further Reading and Websites
• Introduction
• FURTHER READING
• WEBSITES
• LIBRARY CATALOGS
• PROFESSIONAL ORGANIZATIONS AND SOCIETIES
• SOCIALLY RESPONSIBLE INVESTING
• CORPORATE CITIZENSHIP INFORMATION
• COMMUNICATION RESEARCH SITES AND CENTERS
• INVESTOR RELATIONS INFORMATION
• INTERCULTURAL COMMUNICATION
• MEDIA SOURCES
• WIRE SERVICES
• DATABASE SITES
• PUBLIC RELATIONS FIRMS AND AGENCIES
• Appendix: A Corporate Communication Workshop
• Part I: A Strategy Summit
• Introduction
• Strategy Summit
• Workshop Flow
• Gap Analysis
• Market Opportunity
• Message Platform
• Telling the Story
• Aligning the Enterprise
• Measurement and Accountability
• Conclusion
• Part II: Tactical Planning
• GROUP A: J.J. APPLESEED
• The Stores
• The Service
• The Great Outdoors
• Some Numbers
• Our Values
• GROUP BSPRUCEGOOSE CORPORATION (SGC)
• Customer Base
• Financial Performance
• Organization
• Our Vision
• Our Values
• Business Areas
• GROUP CRX WORLDWIDE INC. (RXW)
• Our Mission
• Our Purpose
• Our Values
• Index
• About the Authors