Corporate Communication / Edition 4

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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: 9780072990546
  • Publisher: McGraw-Hill Companies,Inc.
  • Publication date: 12/7/2005
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 288
  • Product dimensions: 7.00 (w) x 9.00 (h) x 0.47 (d)

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Ch. 1 The changing environment for business 1
Ch. 2 Communicating strategically 23
Ch. 3 An overview of the corporate communication function 41
Ch. 4 Identity, image, and reputation 65
Ch. 5 Corporate advertising 87
Ch. 6 Media relations 111
Ch. 7 Internal communications 137
Ch. 8 Investor relations 157
Ch. 9 Government relations 183
Ch. 10 Crisis communication 211
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