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
