Mastering Corporate Communication
A Modern Guidebook for Future-fit Strategies, Tools and Skills
- 2024
- Book
- Authors
- Anne Katrine Lund
- Mette Refshauge
- Book Series
- Future of Business and Finance
- Publisher
- Springer Nature Switzerland
About this book
"Mastering Corporate Communication" is a comprehensive guide designed to assist communication professionals in navigating the new world of stakeholder capitalism. With the rise of new media, corporate responsibility demands and the constant battle for attention, professionals are faced with an array of challenges.
The book offers an overview of relevant theories and techniques to help professionals master the new reality of corporate communication. It provides a rare glimpse into the corporate machine room of a global company, offering valuable insights and inspiration to communication professionals.
Leading professors from all around the world share their insights and advice, giving readers an opportunity to develop excellent corporate communication skills. The competitive environment requires a new mindset and a necessary agility, and this guide is the perfect resource to help communication professionals thrive in this ever-evolving landscape. With "Mastering Corporate Communication" students and professionals can find inspiration in effective approaches to communication challenges and ways to develop essential tools and competencies to succeed in their careers.
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Table of Contents
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Frontmatter
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1. Introduction
Anne Katrine Lund, Mette RefshaugeThe chapter delves into the critical role of professional communicators in today's organizations, emphasizing the need for trust-building communication on all platforms. It discusses the increasing frequency of change and crises, and the heightened accountability from stakeholders. The text introduces the concept of the 'strategic producer'—a communicator who must anchor activities in organizational strategy while producing creative, quality solutions. It also explores the necessity of understanding stakeholders better, using data wisely, and managing communicative interactions effectively. The chapter is enriched with case studies from Maersk and insights from leading communication researchers, providing a comprehensive guide for navigating the complexities of modern organizational communication.AI Generated
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AbstractCommunication is at the heart of every organisation today. More than ever before, it is about being a credible organisation in the eyes of all stakeholders. No longer can an organisation be content with addressing one agenda or one group of stakeholders at a time. The requirement is to be visible and accessible all the time, to everyone, everywhere. This is no small challenge. It requires good trust-building communication on all platforms, internally and externally. At the same time, the frequency of both change and crises has increased significantly, and there is no reason to believe that this will change. This means that organisations are challenged as never before, and all these factors call for skilled communicators. Society, customers and investors are holding organisations accountable in new and more ways. Employees are demanding more and more meaning, direction and engagement, as are the talents of the future, for whom there is intense competition. The mediatised reality requires round-the-clock focus, calling for transparency and smart interaction. This means that the professional communicator must master multiple channels and orchestrate the organisation’s own voices wisely. -
2. Strategic Organisational Communication in a New Era
Anne Katrine Lund, Mette RefshaugeThe chapter delves into the contemporary challenges faced by professional communicators, emphasizing the need for strategic, organisational, and situational anchoring. It explores the three main approaches to communication—strategic, organisational, and situational anchoring—and how they interplay in the modern business environment. The case study of Maersk illustrates how a global company navigates these challenges, offering practical insights into the complexities of communication work. The chapter also features an interview with James Grunig, a pioneering researcher in communication, who shares his perspectives on the importance of symmetry and stakeholder relationships in effective communication.AI Generated
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AbstractThe world is changing at a dizzying pace. It challenges communicators to navigate in new ways, with new challenges and new demands. Communication is no longer about sending a message when there is something new to tell but about being in open, authentic contact: about being present. This chapter takes a closer look at the new reality of the communicator: From the comprehensive communication theory, what can help us to understand our challenges, role and shared responsibilities? -
3. Credibility and Trust as a Field of Work
Anne Katrine Lund, Mette RefshaugeThe chapter delves into the fundamental elements of credibility and trust, emphasizing their crucial role in effective communication. It provides a comprehensive analysis of different types of trust and credibility, highlighting the importance of transparency, dialogue, and corporate citizenship. The case study of Maersk offers a vivid example of how professional communicators can navigate a crisis, maintain credibility, and rebuild trust. Additionally, the chapter includes expert advice from Professor Robert L. Heath, who underscores the importance of ethical communication and the role of communicators as 'credibility sheriffs'. The chapter concludes by emphasizing the need for skilled communicators to maintain the link between words and actions, ensuring that organizations can effectively manage their reputation and build trust with stakeholders.AI Generated
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AbstractCredibility and trust are fundamental for us to listen to each other. But how do you work with this in practice as a professional communicator? In this chapter, we take a closer look at the elements of credibility and the points to bear in mind when working to build and protect the organisation’s credibility in a transparent reality. -
4. Corporate Citizenship in a Changing World
Anne Katrine Lund, Mette RefshaugeThe chapter delves into the concept of corporate citizenship, highlighting the shift from shareholder to stakeholder capitalism. It discusses the crucial role of professional communicators in positioning organizations effectively, with a focus on CEO activism and the importance of a strong purpose. The text explores the challenges and opportunities in a changing media landscape, emphasizing the need for organizations to build a social license to operate. The case study of Maersk illustrates how a company can step forward as a corporate citizen, using CEO activism and transparent communication to drive change. The chapter also features insights from Rupert Younger, co-founder of the Centre for Corporate Reputation at the University of Oxford, on the importance of purpose and strategic communication in today's stakeholder economy.AI Generated
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AbstractThat organisations have a responsibility not only for their own products but also for society and our planet, is a new norm called ‘corporate citizenship’. As (co-)responsible citizens, organisations must act differently and communicate on an increasing number of agendas, making it crucial that the professional communicator helps to position the organisation wisely. CEO activism is an important communicative task in corporate citizenship. -
5. Communication Must Create Contact
Anne Katrine Lund, Mette RefshaugeCommunication professionals face the challenge of connecting with stakeholders in an era where digital platforms offer both opportunities and challenges. The chapter delves into the strategic use of mental shortcuts to capture attention, the importance of evolving news criteria for content relevance, and the power of storytelling across multiple platforms. It also emphasizes the shift towards dialogic communication, highlighting the need for active presence, interactive resources, and responsiveness on social media. The case study of Maersk illustrates how these principles can be applied in practice, showcasing innovative approaches such as guerrilla journalism and the use of authentic content to engage stakeholders. The chapter concludes by stressing the importance of ethical standards and the ability to listen and understand stakeholders in a rapidly changing digital landscape.AI Generated
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AbstractThe professional communicator must connect at a time when stakeholders want not just information but a relationship with real contact. This is not easy and requires clever orchestration of all the voices of the organisation, from the top manager’s statements to the tone of the article on the intranet and the post on social media. This chapter looks more closely at the facilitation of organisational presence and the demands it places on the professional communicator. -
6. The Data-Driven Communicator
Anne Katrine Lund, Mette RefshaugeThe chapter emphasises the critical role of listening, measuring, and evaluating in professional communication. It highlights the case study of Maersk, showcasing how the company uses data to enhance communication impact and stakeholder engagement. Professor Jim Macnamara, a leading expert in organisational listening, offers insights into the importance of two-way communication and the challenges of measuring communication effectiveness. The text also explores the theoretical basis for evaluation and introduces models such as the Barcelona Principles and Macnamara’s agile evaluation model. Additionally, it discusses the practical application of data in communication processes, including real-time measurement and the use of qualitative methods to gain deeper insights. The chapter concludes with a call for communicators to adopt a more data-driven and stakeholder-centric approach, emphasising the need for continuous learning and adaptation in the field of communication.AI Generated
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AbstractListening, measuring and evaluating are key elements in the work of a professional communicator. You can only facilitate contact with stakeholders by actually knowing what they think, believe and feel. You can only know whether an intervention is successful if you keep an eye on its impact. And you can only develop and improve initiatives by constructively evaluating what works and what may be done even better. This chapter focuses on the listening, measuring and evaluating part of the communication work of the professional communicator. -
7. Internal Stakeholders in Focus
Anne Katrine Lund, Mette RefshaugeThe chapter emphasizes the crucial role of internal stakeholders in organizational success, focusing on the importance of strategic communication to create direction, engagement, and well-being. It delves into the shift from a transmission paradigm to a more symmetrical communication approach, highlighting the need for two-way dialogue. The case study of Maersk illustrates how to effectively communicate a strategic update to over 100,000 employees, using a mix of channels and engaging methods. The chapter also discusses the importance of a healthy communication culture, the role of communication infrastructure, and the need for strategic anchoring in internal communication. It underscores the value of internal communication in supporting organizational change, enhancing employee engagement, and fostering a positive work environment.AI Generated
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AbstractResults, engagement and well-being. As a professional communicator, there are countless reasons to pay particular attention to internal stakeholders. This chapter looks at some of the key factors in creating direction, meaning and engagement through strategic communication. -
8. Facilitating Change
Anne Katrine Lund, Mette RefshaugeThe chapter delves into the critical role of strategic communication in facilitating organizational change, emphasizing the importance of wise, clear, and trust-building communication. It discusses the various types of change, from policy to cultural shifts, and highlights the need for both planned and emergent approaches. The text also explores the psychological nuances of change, such as the concept of 'readiness for change' and the SCARF model, which outlines the factors that trigger a threat response. Additionally, it provides a comprehensive case study of Maersk's acquisition of LF Logistics, showcasing the practical application of strategic communication in integrating a large-scale organizational change. The chapter concludes with expert insights on the importance of authenticity, psychological safety, and collaboration in successful change management.AI Generated
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AbstractNever before have organisations wanted or needed to change more frequently than today. That is why it is crucial that the professional communicator is skilled at driving change—from clever design to effective communication in large meetings, films or slideshows. This chapter thus zooms in on the basic knowledge of change and strategic communication that can help turn ambitions into reality. -
9. When the Crisis Is Triggered
Anne Katrine Lund, Mette RefshaugeThis chapter provides a comprehensive overview of crisis management in the context of organizational communication. It discusses key points of attention and theories related to crisis communication management, highlighting the importance of being prepared and crisis-ready. The chapter also delves into the different types of risks and crises that organizations may face, including both traditional and new risks. Additionally, it explores the strategic aspects of crisis communication, emphasizing the need for proactive management and the use of various communication channels. The chapter includes an in-depth case study of Maersk's crisis management during the Russia-Ukraine conflict, offering practical insights into handling global crises. Furthermore, it discusses the role of internal stakeholders in crisis management and the importance of maintaining open communication both internally and externally. The chapter concludes with an interview with renowned crisis communication researcher Timothy Coombs, providing valuable perspectives on effective crisis management strategies.AI Generated
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AbstractCrises are inevitable. Their size, cause and origin may vary, but as a professional communicator you must always be ready to deal with any crises—and preferably prevent them from happening in the first place. This chapter zooms in on the key points of attention and theories in relation to the communication management of crises. -
10. Skills of the Future
Anne Katrine Lund, Mette RefshaugeThe chapter 'Skills of the Future' identifies the key competencies needed for professional communicators to succeed in a rapidly changing world. It emphasizes the importance of strategic understanding, analytical skills, and personal attributes such as empathy and integrity. The text also highlights the five roles of a communicator—communicator, coach, advisor, manager, and ambassador—and provides insights from leading experts in the field. Additionally, it discusses the importance of continuous skills development and the use of technology in communication. The chapter concludes with a case study of Maersk's investment in an academy to enhance the skills of their communicators, showcasing the practical application of the discussed concepts.AI Generated
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AbstractWhat does it take to master the role of a professional communicator in a changing world? The requirements are complex and wide-ranging. It is necessary to have strategic understanding, analytical skills, the ability to design, plan and implement good solutions, as well as an understanding of channel options, technology and strong communication skills. But it is also crucial to be able to stand in the middle of organisational power spaces, to build followership and to work according to a well-calibrated ethical compass. This chapter identifies the competencies necessary for the professional communicator to inspire the constant work of developing communication.
- Title
- Mastering Corporate Communication
- Authors
-
Anne Katrine Lund
Mette Refshauge
- Copyright Year
- 2024
- Publisher
- Springer Nature Switzerland
- Electronic ISBN
- 978-3-031-50232-3
- Print ISBN
- 978-3-031-50231-6
- DOI
- https://doi.org/10.1007/978-3-031-50232-3
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