Corporate Communication / Edition 2

Corporate Communication / Edition 2

by Paul A. Argenti
     
 

ISBN-10: 0256217238

ISBN-13: 9780256217230

Pub. Date: 10/01/1997

Publisher: McGraw-Hill Companies, The

Argenti’s Corporate Communication was the first text to tackle this subject, and now in its Fourth Edition, it remains the most comprehensive book in this field.
Corporate Communications describes the changes in the environment for business that have taken place over the last half-century and their implications for
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Overview

Argenti’s Corporate Communication was the first text to tackle this subject, and now in its Fourth Edition, it remains the most comprehensive book in this field.
Corporate Communications describes the changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent years––mistrust and skepticism of corporate entities is high, as are expectations that companies will “give back” to society through philanthropy, community involvement, or environmental protection activities.
By showing readers the importance of creating a coordinated corporate communication system, organizations will benefit with important strategies and tools that few companies in the world are using yet. This new edition shows what companies need to know about advanced communication strategies to stay one step ahead of the competition.

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Product Details

ISBN-13:
9780256217230
Publisher:
McGraw-Hill Companies, The
Publication date:
10/01/1997
Edition description:
Older Edition
Pages:
288
Product dimensions:
7.42(w) x 9.20(h) x 0.44(d)

Table of Contents

Ch. 1The changing environment for business1
Ch. 2Communicating strategically23
Ch. 3An overview of the corporate communication function41
Ch. 4Identity, image, and reputation65
Ch. 5Corporate advertising87
Ch. 6Media relations111
Ch. 7Internal communications137
Ch. 8Investor relations157
Ch. 9Government relations183
Ch. 10Crisis communication211

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