Synopses & Reviews
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.
Synopsis
Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.
Synopsis
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.
About the Author
Philip Kitchen is the Martin Naughton Professor of Business Strategy, specializing in Marketing, at the Queen's University Management School, Belfast.
Don Schultz is Professor of integrated Marketing Communications (IMC) at the Medill School of Journalism, Northwestern University.
Both authors travel extensively, teaching and giving papers at marketing communication conferences and events throughout Europe, UK, Ireland, United States, New Zealand and Israel.
Table of Contents
Raising the Corporate Umbrella: The 21st Century Need
Talking Heads: CEO as Spokesperson
Organisational Learning: Interaction Between Marketing, Public Relations, and Management
Balancing Corporate Branding Policies in Multibusiness Companies.
The Role of Integrated Communication and Integrated Marketing Communication Corporate Branding and Advertising
Spanning the Global Environment
Marketing Public Relations
Crisis Communication Management: Protecting and Enhancing Corporate Reputation and Identity
Takeover/Merger: The Jaws Mentality
Visioning and Intellectual Capital
Corporate and Marketing Communications: Interaction + Integration = Synergy