EAN: 9789811304019

PRESENT-DAY CORPORATE COMMUNICATION - RUDOLF BE...

This book serves as an easy-to-read  up-to-date practical guide on professional corporate
communication. The key market for this book is the Asia-Pacific region  mainly because there is
a gap in know-how in corporate communication among many industry sectors. In addition  at
present  one cannot find a lot of educational literature about corporate communication in the
market. Therefore  this guidebook closes that gap. In Asia  companies are starting to realize
the importance of corporate communication in all areas (external and internal corporate
communication  crisis communication (Example: TEPCO) and political communication   government
relations   lobbying). This is triggered not only by the recent high profile and success of
targeted (political) communication in the USA  but also by the notorious export-orientation of
many Asian companies and their increasingly multi-national orientation (fostered by M&A and
foreign investments). In addition  the increasing importance of online communication and
digital social media is an important reason why existing guidebooks on corporate communication
have to be reassessed and modernized. This book focuses on all major aspects of modern
corporate communication  including online   digital communication  and covers new developments
such as fake news  post-truths  political correctness  the art of bridging and other new
phenomena in the world of (corporate) communication. Simple cartoon-style drawings supplement
the text in order to facilitate reading and learning. Corporate communication professional  as
well as students and professors in business management programs  will be given tools to
effectively and successfully plan and implement corporate communication strategies and tactics
in all major areas.

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