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Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management - Cees van Riel

Essentials of Corporate Communication

Implementing Practices for Effective Reputation Management

Hardcover

Published: 23rd February 2007
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This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication.

The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation.

Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.

"In the past decade Charles Fombrun and Cees van Riel have succeeded in making reputation relevant to professional experts and the corporate boardroom alike. In years to come reputation management will become as indispensable to the corporate world as accounting and business management are right now."--Jules Prast, Executive Vice President & Global Director of Corporate Communications, Royal Philips Electronics

"This volume offers a sophisticated how-to guide, modeling the flow and language that architects of communication systems could immediately appply wtih precision and skill." -- Choice

Illustrationsp. ix
Acknowledgmentsp. xv
Introduction The Communication Systemp. 1
What is Corporate Communication?p. 13
From Communication to Reputationp. 38
Creating Identity and Identificationp. 61
Measuring Corporate Identityp. 80
Communicating with the Corporate Brandp. 106
Developing a Reputation Platformp. 131
Expressing the Companyp. 160
Communicating with Key Stakeholdersp. 181
Assessing the Effectiveness of Corporate Communicationp. 207
Applied Reputation Researchp. 228
Organizing Corporate Communicationp. 260
Bibliographyp. 284
Indexp. 302
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780415328265
ISBN-10: 0415328268
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 306
Published: 23rd February 2007
Country of Publication: GB
Dimensions (cm): 24.3 x 16.4  x 2.3
Weight (kg): 0.65
Edition Number: 1