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Raising the Corporate Umbrella : Corporate Communications in the Twenty-First Century - Philip J. Kitchen

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

Hardcover Published: 4th September 2001
ISBN: 9780333926390
Number Of Pages: 410

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Corporate Communications is now in the success of companies and organizations. "Raising the Corporate Umbrella" is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.

List of figuresp. xi
List of tablesp. xiv
Notes on contributorsp. xvi
Acknowledgementsp. xxii
Raising the corporate umbrella--the 21st-century needp. 1
Introductionp. 3
The contextual backgroundp. 6
Raising the corporate umbrellap. 9
The 21st-century needp. 14
Overview and plan of the book: constituent elements decodedp. 14
Summary and conclusionp. 20
Talking heads: the CEO as spokespersonp. 23
Introduction and overviewp. 24
The context of CEO communicationp. 26
A constructive-dramaturgical theory and transformational leadershipp. 30
Framingp. 37
Strategic ambiguity and common starting pointsp. 39
Conclusionp. 40
Balancing corporate branding policies in multi-business companiesp. 43
Introduction and overviewp. 45
SIDEC modelp. 46
Strategyp. 47
Internal organizationp. 50
Driving forcesp. 50
Environmentp. 53
Corporate branding strategyp. 56
Conclusionp. 59
Responsive and responsible communication practices: a pluralist perspectivep. 62
Introductionp. 64
Integration, imperialism, and encroachmentp. 65
Corporate evolution and integrated diversityp. 66
The politics of internal coalitionsp. 67
A collective (corporate) managing systemp. 69
Model-making, map-making, wiring diagrams, and departmentalizationp. 72
The departmentalization of communication managementp. 74
Conclusionp. 78
The role of integrated communication in the interactive agep. 82
Introductionp. 84
The contextual global environmentp. 86
The movement of communication toward a global brand oriented approachp. 88
Integrated communicationp. 94
The corporate brand perspectivep. 95
Building brand identitiesp. 97
Creating corporate brand valuep. 99
Surrounding stakeholders with corporate communicationp. 100
Corporate imagep. 102
Corporate identityp. 104
Global insightp. 105
Integrated marketing communicationp. 106
Tactical coordinationp. 109
Redefining the scope of marketing communicationp. 109
Application of information technologyp. 109
Financial and strategic integrationp. 110
Contextual overviewp. 110
Summary and conclusionp. 110
Corporate branding and advertisingp. 115
Introduction and overviewp. 117
Branding versus advertisingp. 120
Branding from square onep. 124
Going to the next levelp. 128
Extending the brandp. 132
Benchmarking best practicesp. 135
Cohesivenessp. 139
Conclusionp. 140
Summary of brand-building success strategiesp. 141
Global issues in branding, communication and corporate structurep. 149
Introduction and overviewp. 150
The global challenge and some glimmers of hopep. 152
Genesisp. 153
Organizational structuresp. 155
New globalism: fewer are betterp. 156
Agencies as business partnersp. 158
Creative alone is not enoughp. 159
Unbundlingp. 159
Globalization, marketing, creativity, and organizational structurep. 160
Overall issues in globalization, brand marketing, creativity, and organizational structurep. 164
Staffingp. 166
Consolidation of agencies: the trendp. 170
Summary and conclusionsp. 171
Marketing public relations: where the twain shall meetp. 175
Introduction and overviewp. 176
MPR in perspectivep. 178
The interdependence of corporate brands and product brandsp. 178
Brand reputation or reputation management?p. 179
An overview of MPR: what it is and can bep. 181
Writing an integrated marketing public relations planp. 184
Building the corporate brand through event marketingp. 187
Creating an MPR program in the new interactive marketplacep. 189
Building a world brand interactively: Legolandp. 190
Building new product acceptance without an advertising campaignp. 192
Lucasfilms wins Star Wars in cyberspacep. 193
The third leg--accepting social responsibilityp. 194
Social responsibility and the corporate brandp. 194
Other ways MPR impacts corporate public relations (CPR)p. 195
Summary and conclusionp. 195
Crisis communication management: protecting and enhancing corporate reputation and identityp. 199
Introduction and overviewp. 200
The Nature of Corporate Crisis and Management's Responsep. 202
Value and Belief Systems Affect Crisis Responsep. 205
The Dimensions of Crisis Response Strategy: Some Communication Strategies are Guaranteed to Perpetuate Troublep. 209
Community versus corporate priorities: a powerful paradoxp. 212
Applying the dimensions of crisis communication management responsep. 214
The operations dimensionp. 214
The victim management dimensionp. 220
The trust and credibility dimensionp. 220
The behavior dimensionp. 224
The professional expectation dimensionp. 224
The ethical dimensionp. 224
The lessons-learned dimensionp. 228
Decide quickly, act fast, use uncommon sensep. 233
Crisis Communications Standards and Principlesp. 236
Standard-setting crisis communication protocolsp. 236
Trust-busting behaviors and language to avoidp. 236
Summary and conclusionsp. 242
Take-over and merger: the jaws mentalityp. 244
Introductionp. 245
Issues of culture in mergers and acquisitionsp. 247
Bridging cultural gapsp. 252
Communicating changep. 253
Communication managementp. 256
The responsibility of the communication directorp. 261
The M&A situations in which managed communication is vitalp. 261
Summary of principles and lessons learnedp. 264
Conclusionp. 268
The corporate entity and agency interactionp. 275
Introductionp. 278
The corporationp. 279
The adversarial relationshipsp. 279
The vulnerability factorp. 286
The agency additionsp. 286
Seeking an agency's supportp. 290
Being an effective clientp. 292
Corporate and product brandsp. 295
Developing successful corporate communicationsp. 297
Integrating the communicationp. 306
Conclusionp. 308
Vision, values, intellectual property and assetsp. 318
Introductionp. 320
The sum and substance of managing a corporate brandp. 321
The vision thingp. 323
Building a customer-centric visionp. 325
Moving from vision and mission to brand promises: the heart of the corporate brandp. 327
From internal vision to external value--the role of managers and employeesp. 328
A critical quadrant--customers, shareholders and other stakeholdersp. 330
From soft and squishy to hard and tangiblep. 333
Summary and conclusionp. 337
Measuring the value of the corporate brandp. 341
Introductionp. 344
A basic managerial view of brand valuationp. 344
From feelings to financialsp. 346
Financial measures of brand value or brand equityp. 355
Brand Finance brand valuation methodologyp. 358
Summing up corporate brand valuep. 369
Conclusive notep. 370
Closing and re-opening the corporate umbrellap. 373
Introductionp. 376
The closing corporate communication umbrellap. 381
Opening the new corporate umbrellap. 388
Summary and conclusionp. 395
Referencesp. 398
Indexp. 408
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780333926390
ISBN-10: 0333926390
Series: Palgrave Business
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 410
Published: 4th September 2001
Publisher: Palgrave Macmillan
Country of Publication: GB
Dimensions (cm): 22.9 x 15.2  x 2.77
Weight (kg): 0.78
Edition Number: 1