The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership / Edition 2

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This new edition of The IABC Handbook of OrganizationalCommunication contains a comprehensive collection of practicalknowledge about successful corporate communication and its effecton an organization as a whole.

Thoroughly revised and updated to meet the realities of today'sorganizational environment, the second edition of The IABC Handbookof Organizational Communication includes fresh case studies andoriginal chapters. This vital resource contains information that isrelevant to communicators in any organization, from globalconglomerates to small businesses, public companies to privatefirms, and for-profits to nonprofits.

The expert contributors cover a wealth of relevant topics,including how to excel at executive communication and executivecoaching, an in-depth examination of communication counsel, areview of communication and ethics as a whole, a review ofcorporate social responsibility and sustainability issues, and howto prepare for communication during a crisis.

The book also contains information on current issues and trendssuch as the effects of the recent recession and new technologiesthat affect strategic communication management. A review ofinternal and employee communication issues, the growing need forinternational and multicultural communication, and strategies forcombining traditional and social media are explored in detail.

Whether you are a professional communicator or a corporateexecutive without a background in the communication discipline, youwill gain new insight into traditional and emerging issues inorganizational communication and learn what it takes to reachstakeholders both inside and outside the organization.

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Product Details

Meet the Author

Tamara L. Gillis, Ed.D., ABC, is professor and chairman of theDepartment of Communications at Elizabethtown College,Pennsylvania. She is an accredited business communicator throughthe International Association of Business Communicators (IABC), apast chairman of the IABC Research Foundation, and the 2004recipient of the IABC Research Foundation Lifetime FriendAward.

The International Association of Business Communicators and theIABC Research Foundation provide professional development programsand groundbreaking researchrepresenting the best globalcommunication practices, ideas, and experiences that enablecommunicators to develop highly ethical and effective performancestandards.

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Table of Contents

Foreword by Natasha Nicholson.


About the Authors.

Part One: Foundations of Business Communication.

1 Characteristics of Excellent Communication (James E. Grunigand Larissa A. Grunig).

2 The Corporate Communicator: A Senior-Level Strategist (NickDurutta).

3 Organizational Culture (Paul M. Sanchez).

4 Communication and the High-Trust Organization (PamelaShockley-Zalabak and Sherwyn Morreale).

5 Communication Ethics: Think Like a Professional: Don't BeIdealistic When Sorting Out Right from Wrong (Mark McElreath).

6 Corporate Social Responsibility: The Communicator's Role asLeader and Advocate (Mary Ann McCauley).

7 Corporate Social Responsibility and Sustainability (RobBriggs).

Part Two: Managing Communication.

8 Strategic Approaches to Managing the Communications Function(Diane M. Gayeski).

9 Strategic Planning: Timeless Wisdom Still Shapes SuccessfulCommunication Programs (Lester R. Potter).

10 Issues Management: Linking Business and CommunicationPlanning (George McGrath).

11 Communicating Change: When Change Just Doesn't Stop: CreatingReally Good Change Communication (Jennifer Frahm).

12 Crisis Communication: Moving from Tactical Response toProactive Crisis Preparedness (Caroline Sapriel).

13 The Role of Communications in Company Business Strategy(Kellie Garrett).

14 The Impact of Technology on Corporate Communication (ShelHoltz).

Part Three: Internal Communication.

15 Internal Communication (Brad Whitworth).

16 Communicating with a Diverse Workforce (Tamara L.Gillis).

17 Integrating Employee Communications Media (SteveCrescenzo).

18 Internal Branding, Employer Branding (Patrick Grady).

19 Communicating for a Merger or an Acquisition (Patricia T.Whalen).

20 The Challenges of Employee Engagement: Throwing Rocks at theCorporate Rhinoceros (Roger D'Aprix).

21 Measuring the Effectiveness of Internal Communication (JohnWilliams).

Part Four: Public Relations.

22 Public Relations Research and Planning (Don W. Stacks,Melissa D. Dodd and Rita Linjuan Men).

23 Media Relations (Wilma K. Mathews).

24 Investor Relations and Financial Communication (KarenVahouny).

25 Government Relations: Connecting Communication to the PublicPolicy Process (John Larsen and Anna Marie Willey).

26 Reputation Management: Building, Enhancing, and ProtectingOrganizational Reputation in the Information Age (Alistair J.Nicholas).

27 Measuring Public Relations Programs (Mark Weiner).

Part Five: Marketing Communication.

28 Marketing Communication (Lorenzo Sierra).

29 The Engagement of Brands (D. Mark Schumann).

30 Customer Relations: Smart Organizations Think Like TheirCustomers (Morgan Leu Parkhurst).

31 Measuring Marketing Communication (Lin Grensing-Pophal).


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  • Posted November 8, 2012

    Showcase Your Business through a Corporate Communication Program Done Right

    The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership. 2nd edition, c.2011, 429 pages + index.

    Recently I found an attractive job I knew I ought to apply for in the Public Relations Dept. of a large consulting firm in No. VA. They were looking for a business writer to join their team of 4. Because I've never worked within a Corporate Communications Dept., I wanted to strengthen my knowledgebase on what would be expected to ensure my best outcome for the job interview. This is how I learned of The International Association of Business Communicators (IABC) and this handbook.

    Founded in 1970, the IABC provides a professional network of nearly 15,000 business communication professionals in 80+ countries. Members run the gamut of positions in Public relations/Media relations/ Corporate Communications/Public Affairs/Investor Relations/Government Relations/Marketing Communication/Community Relations/Writing and more.
    Over thirty-one authors wrote a chapter for this book. The Handbook is comprised of five parts:
    1. Foundations of Business Communication
    2. Managing Communication
    3. Internal Communication
    4. Public Relations
    5. Marketing Communication

    Each of these parts contain insights and lessons learned from a professional with a personal stake in making communication work effectively and lead to meaningful, practical results.

    Chapter 1 has the grabbing title, "Characteristics of Excellent Communication." One of my favorite quotes on communication is, "The single biggest problem in communication is the illusion that it has taken place." ~George Bernard Shaw. I'd have to say during my decades in the business world this illusion occurs. Never underestimate the value to a business of competent communication that connects and resonates. The authors extend the excellence theory to a global theory thereby covering the widest range of relevance. This chapter gives numerous citations to research on enhancing the Strategic Role of the communication function.

    Chapter 2, The Corporate Communicator, is written by a senior level strategist who brings home the message that the role of Corporate Communicator is one for the thinking adult capable of being involved with the Big Picture business/organization orientation and vision. The skill set needed for the effective Corporate Communicator is presented. Understanding the culture and organization type is required for success. Seven roles performed by the Corporate Communicator are identified. Ultimately, the continued business health and integrity of the company is the responsibility of the corporate communicator.

    This book competently serves as a practical, ready reference mentor and toolkit to the uninitiated who arrive in a Corporate Communications job. The handbook can broaden the scope and understanding for many readers on alternative ways to get to the desired results that serve your internal and external constituencies. The collective wisdom of the 31+ author contributors can turbo charge your communication operation while building strength and respect for the company you are privileged to be The Communicator. [see my longer review on Amazon]

    Was this review helpful? Yes  No   Report this review
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