Corporate Identity, PR and Image Making

Corporations have long used diverse communication practices to manage their image and reputation. This has provided corporate communicators with a unique role in managing corporate identity that shifts with societal tastes and expectations. This edited book analyzes the creation and maintenance of corporate image and reputation, examining how corporations use corporate philosophies, values, laws, stakeholder engagement, branding, governance structure, and ethical principles to position themselves within the larger business context.The book approaches corporate image making and reputation from diverse theoretical perspectives, examining issues such as authenticity, corporate governance, ethical values, crisis communication, litigation, and brand identity. Each chapter examines the issue of corporate identity using a variety of theoretical perspectives inclusive of theories of free speech, feminism, critical cultural theory, brand identity, crisis communication theory, and ethical philosophy. With a diverse collection of contributors, the book offers a unique contribution to the field of corporate communication showing contemporary issues of image making and reputation management.This volume is an essential resource for researchers and upper level students across corporate communication, strategic communication, and public relations.