Managing Corporate Communication

ROSSELLA C. GAMBETTI is currently Assistant professor of Corporate and Marketing Communication at the Università Cattolica del Sacro Cuore in Milan, Italy. She is Editor-in-Chief of Communicative Business. Italian Research Review on Business Communication, the first Italian scholarly peer-reviewed journal specifically dedicated to research issues related to corporate and marketing communication, sponsored by the UPA (the Italian Association of Advertisers), unifying more than 600 companies active in Italy. She is author of several books, academic articles and essays on topics such as the strategic role of communication in corporate governance and intangible assets management, innovative branding strategies, and Internet impact on corporate communication strategy. STEVE QUIGLEY is currently Associate Professor of Public Relations at Boston University, USA. Steve is also a public relations consultant whose work is concentrated in the areas of media relations, community relations, crisis communication and social media. He was a partner for ten years with the Boston public relations firm of Schneider & Associates. Steve is a member of the National Commission on Public Relations Education, a former PRSA assembly delegate, and Past-President of PRSA Boston. He is the recipient of the Boston University Lyndon Baines Johnson Student Advisor of the Year Award and the John J. Malloy Crystal Bell Award for lifetime achievement and contribution to the field of public relations.

'This weighty compendium brings a strong and useful intercultural dimension to the study of Corporate Communication, contrasting American and European approaches to the practice. Gambetti and Quigley have assembled an all-star cast of authors, many of whom are well-known for their own work in the discipline, each of whom brings a fresh perspective to the subject. This remarkable collection is notable for its depth and substance while being direct, engaging, and easy to read. Among the most valuable contributions this book makes is its remarkable collection of case studies. Scholars and students alike will be busy for years to come, drawing meaning from the insight provided here.' - James Scofield O'Rourke IV, Professor of Management, University of Notre Dame, USA 'Managing Corporate Communication offers graduate students and academics the first comprehensive book in our field with a strong theoretical foundation and rich European examples. It also has a variety of voices and perspectives from leading academics around the world. A must read for advanced students looking to kick start their careers in Corporate Communication.' - Paul A. Argenti, Professor of Corporate Communication, The Tuck School of Business at Dartmouth, USA 'In Managing Corporate Communication: A Cross Cultural Approach, Gambetti and Quigley offer a comprehensive, cross-cultural textbook that updates the topic of corporate communication with an emphasis on branding and the newer social media outlets. The textbook is written in an engaging, accessible manner that will appeal to both practioners and academic audiences alike. Well researched, and clearly organized with an emphasis on both career obstacles and opportunities as well as tactics for communication success, this book will enliven the classroom and inform the communication professional.' - Nichola D. Gutgold, Associate Professor of Communication Arts and Sciences, Penn State University, USA 'Quigley and Gambetti have provided a much-needed addition to corporate public relations that is timely, global, and scholarly, yet highly practical. Both students and professionals will learn from the insights provided.' - Sandra Duhe, Associate Professor and Director, Public Relations Program, Southern Methodist University, USA and former Public Affairs Manager for ExxonMobil

• Preface; E.T.Brioschi & O.LerbingerIntroductionPART I: CORPORATE COMMUNICATION CONCEPTUAL FRAMEWORK, ORGANIZATIONAL ROLE AND RESEARCH ISSUESCorporate Communication as an Academic Discipline and a Strategic Management Function; R.GambettiCommunicative Business: the Power of Corporate Communication to Manage Complexity; E.T.BrioschiCorporate Communication and Value Creation (and Destruction) in the Firm's Evolutionary Process; R.FioccaStrategic Communication and the Entrepreneurial Role of the Corporate Communication Officer; E.Invernizzi & S.RomentiCorporate Branding and Stakeholder Engagement in Corporate Communication Management: the Link Between Identity and Reputation; R.Gambetti & S.BiraghiCorporate Reputation Robustness. Towards a Better Understanding of Reputational Risk; F.LuratiThe Conceptual Bridge Between Corporate and Marketing Communication; P.KitchenConvergencies and Divergencies Between Advertising and Public Relations; D.Tena Parera & D.RocaCorporate Responsibility Disclosure and Communication; R.Gambetti & M.GiovanardiMeasuring Corporate Communication: an Overview and a Model Proposal; S.RomentiEvaluating Corporate Reputation: the Link with Corporate Financial Performance; M.Schweiger & S.RaithelCurrent Research Frontiers on Corporate Communication: a Postmodern Qualitative Insight; G.GraffignaPART II: CORPORATE COMMUNICATION CHALLENGES AND OPPORTUNTIES IN A MARKETPLACE WITHOUT BOUNDARIESPublic Relations in International Management; O.LerbingerThe Emergence of the Social Web and its Impact on Corporate Communication Practices; S.QuigleyThe Power of Transparency, Authenticity and Empathy as Drivers of Corporate Stakeholder Engagement; S.QuigleyThe New Reputation-centric CEOs and how to Counsel Them; P.MorrisseyReflections on the Power Point: Where Corporate Communications, Power, and New Computer Applications Intersect; E.DownesThe Organization of the Corporate Communication Function; D.WrightFrom Corporate Responsibility to Shared Responsibility: The New Driver of Co-creation and Innovation; J.YohannanPART III: BEST PRACTICES IN CORPORATE COMMUNICATIONTo be ConfirmedConclusionEndnote; D.Bodega & T.FiedlerReferences.