EAN: 9781433106224

CORPORATE COMMUNICATION - MICHAEL B GOODMAN PET...

The chief communication officer at a Fortune 500 multinational corporation today faces the
challenges of a rapidly changing global economy  a revolution in communications channels fueled
by the Internet  and a substantially transformed understanding of what a 21st-century
corporation stands for. This book provides an accessible framework for describing these forces
and the specific communication challenges that they have thrown at the global corporation. The
text reviews the evolution of society's response to the development of the modern company and
the corporate communication practices that grew up in response to it  as well as examining the
impact of globalization  Web 2.0 and the networked enterprise on current corporate
relationships with key stakeholders such as customers  employees  shareholders  communities and
regulators. In examining these forces and how they are interwoven  the authors offer insights
and strategies for deploying effective communication as a strategic business asset in today's
global economy. Designed for the advanced student of corporate communication  the book contains
updated guidelines for the management of investor relations  community relations and other
corporate relationships in the age of social media. Specific recommendations for how to
organize and execute effective communication for the contemporary practitioner working in the
communication field are also provided.

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