Corporate Communication

Michael B. Goodman is Associate Professor and Director of the M.A. Program in Corporate and Organizational Communication, Department of English/Communications at Fairleigh Dickinson University.

"This book is useful to practitioners of corporate communication because it offers relevant examples, it connects theoretical knowledge to practical applications, and demostrates the connection between corporate communication and corporate success/failure. The book is also useful to academics in the field because it suggests a list of practical, relevant issues." — Branislav Kovacica University of Hartford

• Figures and Tables Preface Acknowledgments Chapter 1. Overview: Corporate Communication What is Corporate Communication, and who does it?What is the strategic importance of Corporate Communication?What is Corporate Communication Philosophy?Further ReadingChapter 2. Corporate Communication Practice OverviewSkills and talents for individualsSmall and large group requirementsPresentations: meetings and speechesSelecting mediaSELECTED ESSAYS AND COMMENTTechnological Innovation for Revitalizing Corporate Culture: The Case of Desktop Publishing, Terri Toles-PatkinCASE STUDIESGroupware—One Experience, Til Dallavalle, Alicia Esposito, and Steve LangCommunicating Sudden Change in Tasks and Culture: The Inglis Montmagny Story, Randall CappsFurther ReadingChapter 3. Corporate Citizenship OverviewRelations with various publicsPhilanthropy programs and policyOutreach programsGovernment relations: local, state, federal regulators and agenciesCustomer relationsSELECTED ESSAYS AND COMMENTTruth and Taste: Revisiting High Ethical Standards for Communicators, William BuchholzCorporate Language and the Law: Avoiding Liability in Corporate Communications, Kristen R. WooleverNIMBY: Defining and Dealing with the Not-in-My-Backyard Syndrome, Nancy BlethenFurther ReadingChapter 4. Corporate Identity OverviewMission statements and corporate philosophiesLogos, letterhead, and annual reportsAdvertising and company perceptionInternal perception programsExternal communication and perception of company imageSELECTED ESSAYS AND COMMENTUsing CEOs and Other Amateurs in Corporate Video, Richard DoetkottHigh-speed Management: A Revolution in Organizational Communication in the 1990s, Donald P. CushmanCASE STUDIESPerspectives on Communicating Corporate Culture to Employee-Owners: A Case Study: Weirton Steel Corporation, Jay MorrisFurther ReadingChapter 5. Corporate Communication and Corporate Culture OverviewDefining a corporation's cultureQuality programs and corporate culture changesDiversity and Workforce 2000Training (Human Resource Development) and perpetuating corporate cultureSELECTED ESSAYS AND COMMENTAnalyzing Corporate Communications Policy Using Ethnographic Methods, Margaret WhitneyPerceptions of Communicative Competence in Organizational Settings: The Influence of Styles and Stereotypes, Ann Bohara and Patrick McLaurinSexual Harassment and Immediacy Behaviors in the Multicultural Workplace: A Communication Paradox, Loretta Harper and Lawrence RifkindCASE STUDIESCarnival, Resistance, and Transgression in the Workplace, Jeanne Rogge SteeleFurther ReadingChapter 6. Corporate Communication and Meeting the Press OverviewWall Street: the financial pressMain Street: the hometown mediaPark Ave.: National newspapersIndustrial Blvd.: the trade publicationsResearch Plaza: professional journalsBroadway: entertainment mediaSELECTED ESSAYS AND COMMENTPublic Relations and Commercial Speech at the Crossroads: Implications for the Pharmaceutical Industry and for the Profession, Dulcie Murdock StraughanCASE STUDYCase Study of a Public Affairs Program: TimeMagazine's Environmental Challenge, Nancy VanArsdaleFurther ReadingChapter 7. Corporate Communications and Media OverviewBroadcast news networksPublic broadcasting and corporate sponsorshipRadioCable networkVideo and satellite news releasesVoice Mail, E-Mail, and LANSELECTED ESSAYS AND COMMENTUsing Corporate Video to Communicate Advanced Technology, Julia A. LongoCASE STUDIESUsing New Video Technology in External Organizational Communication: A Case Study of the Government Information Channel, Ronnie Bankston and Laura TerlipFurther ReadingChapter 8. Corporate Communications and Crisis OverviewStages of a crisis and the corporate responseCrisis Communication PlansResponding to pressure groupsSELECTED ESSAYS AND COMMENTCrisis Communication: Knowing How is Good: Knowing Why is Essential, David L. Sturges, et al.Further ReadingChapter 9. Corporate Communication in Global Markets OverviewCommunication in the new EuropeCommunication and the Pacific RimCommunication with developing countriesSELECTED ESSAYS AND COMMENTThey Speak English But... : The United Kingdom as a Foreign Country, Nicholas D. J. BaldwinThe Politics of Broadcasting in the European Community: The Television without Frontiers Directive, Mitch BaranowskiFurther ReadingContributors Name Index Subject Index