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2018 | Buch

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Present-Day Corporate Communication

A Practice-Oriented, State-of-the-Art Guide

verfasst von: Rudolf Beger

Verlag: Springer Singapore

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book serves as an easy-to-read, up-to-date practical guide on professional corporate communication. The key market for this book is the Asia-Pacific region, mainly because there is a gap in know-how in corporate communication among many industry sectors. In addition, at present, one cannot find a lot of educational literature about corporate communication in the market. Therefore, this guidebook closes that gap. In Asia, companies are starting to realize the importance of corporate communication in all areas (external and internal corporate communication, crisis communication (Example: TEPCO) and political communication / government relations / lobbying). This is triggered not only by the recent high profile and success of targeted (political) communication in the USA, but also by the notorious export-orientation of many Asian companies and their increasingly multi-national orientation (fostered by M&A and foreign investments). In addition, the increasing importance of online communication and digital/social media is an important reason why existing guidebooks on corporate communication have to be reassessed and modernized. This book focuses on all major aspects of modern corporate communication, including online / digital communication, and covers new developments, such as “fake news”, “post-truths”, “political correctness”, “the art of bridging” and other new phenomena in the world of (corporate) communication. Simple cartoon-style drawings supplement the text in order to facilitate reading and learning. Corporate communication professional, as well as students and professors in business/management programs, will be given tools to effectively and successfully plan and implement corporate communication strategies and tactics in all major areas.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction and Principles

Abstract

In today’s complex world and information overload, present-day Corporate Communication is an extremely broad and diversified field. Its primary task is to orchestrate all conventional and digital Corporate Communication activities to project a consistent positive image on the mind of an organisation’s various audiences and to influence opinions and behaviour. This has even become more important than ever before because today, our world, whether in business, politics or in the private sphere, is much more socially connected as a result of new technologies than in the past. Present-day Corporate Communication includes many relatively new avenues, including social media, blogging, online reputation management, brand journalism, self-branding, digital newsroom management, comprehensive content strategies, indirect (audio-visual) communication and more.

Rudolf Beger

Chapter 2. Planning for Corporate Communication

Abstract

Developing a strategy and a plan for achieving an organisation’s strategic communication objectives includes the analysis and positioning of the organisation, the development of a clear mission statement and an assessment of the current and forecast environment in which the organisation is doing business. In addition, the organisation’s target audiences need to be defined and it needs to be analysed how the company is perceived by the public and its target audiences. Planning also includes an evaluation of the communication activities’ success.

Rudolf Beger

Chapter 3. Media Communication

Abstract

In the past, the media environment was characterised by national newspapers, a strong tradition of regional and local newspapers, a vast range of magazines, often with a relatively stable readership, local and national radio stations and TV channels. The recent rapid growth of electronic information systems and non-terrestrial TV stations have resulted in the decline of this pattern and changed that environment forever. It is the communication practitioner’s responsibility to target the increasingly diversified audiences, work out which media outlets are most likely to influence them most effectively and build a trustful media network. To get to better results in Corporate Communication, and in addition to traditional communication tools and media, an intelligent combination of conventional and new (online/social) media must be found in Corporate Communication.

Rudolf Beger

Chapter 4. Employee (Internal) Communication

Abstract

In today’s environment, internal communication is widely recognised as a strategic and much more complex part of a company’s Corporate Communication mix. Effective and proactive internal communication (especially during times of challenges and change) makes good business sense because it will be difficult to have a highly committed and well-performing workforce without.

Rudolf Beger

Chapter 5. Investor Communication

Abstract

The purpose of investor communication is to ensure a company’s publicly traded stock is being fairly traded through the dissemination of key information that allows private and institutional investors to determine whether a company is a good investment and, subsequently, to make informed buy or sell decisions. It includes Corporate Communication activities that provide primarily private and institutional investors, shareholders, relevant government bodies and the overall financial community, including the business and financial media investors and other representatives of capital markets, with an accurate account of and outlook on the company’s business, in particular about the company’s current economic, competitive and financial situation.

Rudolf Beger

Chapter 6. Political Communication

Abstract

Corporate Communication in the political field (also called “lobbying”, government relations or government affairs) is mainly focussing on the political sphere, political institutions, individual politicians, government officials/agencies and political staffers. In this field, individual companies or industries are trying to influence the political decision-making and legislative processes, both at national and international level. Recently, one could see a substantial increase in the use of digital/social media (e.g. Twitter).

Rudolf Beger

Chapter 7. Conflict/Crisis Communication

Abstract

Crisis communication planning can help to deal effectively with unexpected disasters, emergencies or other unusual events that may cause unfavourable publicity for a company and may damage its reputation and resulting from this its business. Whether the crisis communications will in the end be successful will depend, in a large part, on the (contingency) preparations that are made, long before the emergency occurs. A detailed crisis communication plan will put an organisation’s management in control of what may be a very volatile, stressful and confusing situation.

Rudolf Beger

Chapter 8. Other Areas of Corporate Communication

Abstract

A corporate communication practitioner’s responsibility includes the development and safeguarding of a positive corporate image and reputation, corporate identity and corporate vision and mission statements. A particular challenge is his role in a multicultural corporate environment as international experience and inter-cultural communication competence is required. Special challenges for Corporate Communication further include trade shows, as they are a touchstone for the company’s integrated communication activities. Some different rules apply for communications in trade/business associations, which are frequently characterised by the “lowest common denominator”. Very specific communication activities are required when communicating for business clubs, entertainment venues and nightclubs, in the hospitality (hotel) and in the arts sectors (art galleries, museums and individual artists), in areas, which are characterised by strong supporter identification (communication with fans) and in the growing domain of self-branding, in which communication is supposed to help a person to stand out from the crowd.

Rudolf Beger

Chapter 9. Communication for Non-profit Organisations

Abstract

Traditionally, a non-profit organisation’s aim is to do good things without recognition. However, there are some trends, whose proponents argue that (also in the interest of more effective fundraising) it will be essential for the communication people of non-profit organisations, single-interest groups, foundations, and charities to portray themselves more professionally as driving forces of social development, contributors to societal developments, and therefore serving important socio-political functions.

Rudolf Beger

Chapter 10. Talent Criteria for Corporate Communication

Abstract

Corporate Communication is an intense and difficult job that can be either rewarding or quite disappointing, depending on the internal positioning of the Corporate Communication function. Consideration is given to some principles and talent requirements, which can improve the frequently blurred job positioning and job description and the diversity of perception for Corporate Communication as regards the importance of the function.

Rudolf Beger

Erratum to: Present-Day Corporate Communication

Rudolf Beger

Backmatter

Titel: Present-Day Corporate Communication
verfasst von: Rudolf Beger
Verlag: Springer Singapore
Electronic ISBN: 978-981-13-0402-6
Print ISBN: 978-981-13-0401-9
DOI: https://doi.org/10.1007/978-981-13-0402-6