Strategic Corporate Communication

Richard Stanton

• Publisher: Red Globe Press
• Year: 2017
• Print ISBN: 9781137544070
• eBook ISBN: 9781137544087
• Edition: 1
• Topic: Business
• Subtopic: Public Relations
• Index: Business

This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique 'reverse engineering' approach, it takes apart the components of corporate communication, examines the mechanics, then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations. This textbook will be recommended reading for advanced undergraduate and postgraduate students studying PR, corporate or strategic communications, either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies, especially those wishing to work in a communications role for a corporate or not-for-profit organisation after university.

Table of contents

• Cover
• Contents
• List of Figures
• List of Tables
• Preface
• Acknowledgements
• Introduction: A grand strategy for profitable ­corporate communication
• 1 A brief history of corporate communication
• 2 Reverse engineering corporate strategic communication
• 3 A new theory for corporate strategic communication
• 4 Stakeholders: their identification and relevance
• 5 Stakeholder engagement and management
• 6 Grand Strategy, Narrative Theory and Taxonomies of Corporate Strategy Selection
• 7 The relevance of Mayhew’s rhetorical practices
• 8 Corporate Social Responsibility
• 9 Structuring reporting mechanisms and the functions of corporate communication
• 10 Assessments and challenges
• References
• Index