EAN: 9781433119262

CORPORATE COMMUNICATION - MICHAEL B GOODMAN PET...

The communication role in organizations has changed  just as the nature of organizations has
changed in response to the explosion of new communication technologies as well as global
networks within organizations. Communication is more complex  strategic  and vital to the
health of the organization than it used to be  and it will become increasingly important in the
information-driven economy. This book builds upon the authors¿ 2010 book  Corporate
Communication: Strategic Adaptation for Global Practice  which focused on the role of the
communicator. This volume examines  analyzes  and illustrates the practice of corporate
communication as a critical business asset in a time of global change. It looks at the major
communication needs in the lifecycle of organizations: M&A (mergers and acquisitions) 
structural change  culture change  innovation  new leadership  downsizing  global expansion 
competition  ethical decision-making  political action  and employee engagement. These are all
significant value-creating  and potentially value-destroying  events in which corporate
communication  if used correctly  functions as a critical and strategic business asset.

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