EAN: 9783662468807

ROLE OF LANGUAGE AND CORPORATE COMMUNICATION IN...

This book features not only the latest trends but also academic and industry practitioner
stakeholders' perspectives on language and functional role issues facing the rapidly developing
corporate communication (CC) profession in the Greater China region. The book also explores the
implications for Western societies that cross-culturally engage with Chinese partners in CC
practices.The book's chapters are oriented on five main themes  namely: Development of the CC
Profession  Bilingual Practices in Corporate Communication  Corporate Social Responsibility 
Employee Communications  and Media Discourse & Persuasive Communication. The first two cluster
themes feature a review of the PR CC profession's evolutionary path to its current status as a
more distinct and diversified CC profession emphasizing the role of language and particularly
the bilingualism phenomenon  whereas the other cluster themes  which adopt the perspectives of
academics and those of CC practitioners span from cross-cultural  profession-wide and bilingual
communication issues to applications of heuristic knowledge within industry-specific workplace
contexts.

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