Fundamentals of Corporate Communications

Richard Dolphin, David Reed

• Publisher: Routledge
• Year: 2009
• Topic: Business
• eBook ISBN:
  9781136401572
• Subtopic: Business General
• Index: Business

The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what modern corporate communications is, and what it can achieve. The author has drawn on extensive business experience in the area and wide ranging research in major corporations to produce an authoritative account of best practice - backed by numerous cases and examples. The book demonstrates how corporate communications affects today's marketing mix and explains how it can support wider marketing objectives. The key elements are covered in depth: * Who are the key audiences in the present business climate * The role of Corporate Image and Identity in the communications process * How communications informs and affects corporate strategy development * What are the tools of modern communications- from lobbying to brand building * Using communications in a crisis * Who should be communicator and why The book is both highly practical, it is grounded in real business issues, and rigorous in covering the concepts accessibly. It will be an essential text and reference for practitioners and students of marketing.

Index

abstention, corporate, 36–7

academic background: of communicators, 158

activists/pressure groups, 11, 28, 185

Greenpeace, 199, 201

advertising, 12, 13

corporate, 13–15, 52–3

as employment background, 156

in integrated strategy, 63–4, 85

vs consumer PR, 87, 88

Alter Ego (‘the face’), 112–14, 116

American Airlines: and media, 37–8

ASDA, 100, 114, 152

assessment, 180–8, 205–6

audience(s), 19–21, 39, 60

customers as, 15, 34–5, 86–91

financial, 15, 30–2, 56, 69, 95

global, 30

government/politicians as, 9, 35, 82–3

identifying, 21–3

and image, 7–8, 11, 53, 64, 66

based on expectation, 97, 101

in crises, 129

internal, 15, 22–7, 39, 64, 68, 80

media as, 32–3, 131, 188

opinion formers as, 33–4, 39

researching, 67–8, 101–3, 185, 187

see also stakeholders

Avon and Somerset Constabulary: communications, 73, 181

in crises: plans, 132, 139

evaluation, 184

financial, 93

funding, 201–2, 203

internal, 26, 64

management, 113, 164, 168

Avon Rubber: communications:

and financial consultants: use, 189

funding, 201, 203

global public, 30, 194

internal, 25

lack, 36–7, 71, 72, 181, 204

and public unawareness, 37, 56, 109

with local stakeholders, 29

management, 114, 160, 167, 168

Ayling, Bob, 110

Balmer...

Table of contents

• Front Cover
• Publisher
• Edition
• Title
• Copyright
• Dedication
• Contents
• Foreword
• Preface
• Towards an understanding of corporate communications
• Audiences - who - and where - are the key publics?
• Corporate identity - the role and value of corporate identity programmes
• Strategy
• Using the tools provided by corporate communications
• Crisis communications - truth at all costs?
• The background of the communication executive
• A bright future for corporate communication
• References
• Index