Table of Contents
Acknowledgments Preface 1. An Overview of Corporate Communication Corporate Communication and Its Strategic Importance Developing a Corporate Communication Philosophy 2. Corporate Communication Practice Skills and Talents for Individuals Small and Large Group Requirements Presentations: Meetings and Speeches Selecting Media Becoming a Multimedia Professional Selected Commentary The Odor of Mendacity: Root Causes of Poor Corporate Communication Edmond H. Weiss 3. Corporate Communication and Corporate Culture Defining a Corporation's Culture Signs of a Culture in Trouble Corporate Culture Changes Perpetuating Corporate Culture Selected Commentary Communication and Change: Effective Change Communication is Personal, Global, and Continuous Michael B. Goodman, Karen E. Willis, Virginia C. Holihan Interpersonal Stress in the Organization: The Role of Psychological Fusion Paul P. Baard Case Study Corporate Culture: Add 99 Years of Seasoning Elliott Hebert 4. Corporate Identity Mission Statements and Corporate Philosophies Logos, Letterhead, and Annual Reports Advertising and Company Perception Internal Perception Programs External Communication and Perception of Company Image Relations with Various Publics Outreach Programs Government Relations: Local, State, and Federal Regulators and Agencies Customer Relations Public Broadcasting Sponsorships and Corporate Identity Misconception: Public TV and Corporate Advertising Public TV and the Corporate Marketplace Case Study The Business Environment, Demographics, and Technology: A Case Study of Florida Power and Light's Electronic Employee Communication Services David H. Ostroff, Dawn Donnelly, Alan Fried 5. Corporate Citizenship and Social Responsibility The Corporation as Citizen Corporate Citizenship Policy Benefits of Corporate Citizenship Building Equity through Community Relations The "New England Approach" Selected Commentary Corporate Social Responsibility: New Ways of Making a Profit Patricia Siccone Selling Science to Society Linn A. Weiss Crime, Business Ethics, and Corporate Communication Vaughana Macy Feary 6. Corporate Communication and Meeting the Press Meeting the Press: General Criteria Meeting the Press: Some Guidelines Wall Street: The Financial Press Main Street: The Hometown Media Park Avenue: National Newspapers Industrial Boulevard: The Trade Publications Research Plaza: Professional Journals Broadway: Entertainment Media Case Studies The Case of the VP for External Communication Orange & Rockland Utilities, Inc. and Subsidiaries "Get Tough on Crime: But Don't Lock 'em in My Back Yard" Diana Vance 7. Corporate Communication and Crisis Stages of a Crisis and the Corporate Response Crisis Communication Plans Responding to Pressure Groups "Green" Issues and Crisis Preparation Selected Commentary Supplying Your Own Banana Peels Marion K. Pinsdorf Case Study Toward Better Two-Way: Why Communications Process Improvement Represents the Right Response During Uncertain Times Linda M. Dulye 8. Corporate Communication and Technology Understanding Information and Technology Using Media Technologies Voice Mail, E-mail, LAN, the Internet, the World Wide Web Organizations and People Suitable for Technical Innovation The Influence on Language Technological Impact Impact of Technological Innovation on the Corporation, on People, on Process Information and Electronic Media Selected Commentary Anytime, Anywhere: The Social Impact of Emerging Communication Technology Valerie Perugini Case Study Efforts to Simplify Human-Computer Communication Michael W. Cusack 9. Corporate Communication in Global Markets The Logistics of an Overseas Assignment Who to Contact Communication in the New Europe Communication and the Pacific Rim Communication with Developing Countries Communication Technologies Overcome Barriers of Time and Space Selected Commentary Europe and the European Union Michael B. Goodman Afterword Further Reading Index of Essay and Case Authors Subject Index
