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BL
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| Record Number
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889604
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| Main Entry
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Beger, Rudolf,1946-
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| Title & Author
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Present-day corporate communication : : a practice-oriented, state-of-the-art guide /\ Rudolf Beger.
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| Publication Statement
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Singapore :: Springer,, [2018]
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| Page. NO
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1 online resource
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| ISBN
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9789811304026
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: 9811304025
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9789811304019
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9811304017
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| Notes
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Includes index.
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| Contents
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Intro; Contents; 1 Introduction and Principles; 1.1 Corporate Communication Versus Public Relations (PR); 1.2 Corporate Communication Image and Positioning; 1.3 Important Communication Principles; 1.3.1 Integrated Communication(Read Sect. 7.17.4.3); 1.3.1.1 Horizontal; Across the Board Harmonisation; Central Company Data Room; 1.3.1.2 Vertical; 1.3.1.3 Internal; Multidisciplinary Internal Communication; Alternatives Resulting from Technology Change; 1.3.1.4 External; Benefits; Barriers; Social Media Press Release (SMPR); To Do List; 1.3.2 New Generation Communication.
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1.3.2.1 Communication Mix1.3.2.2 Combination of Online and Traditional Media; 1.3.2.3 New Reading Habits; Changing Nature of Publications; Less Parental Guidance; Screen-Bound Reading; Shorter Attention Span; 1.3.2.4 Effectiveness of Communication; 1.3.3 Two-Way Communication (Read Sects. 3.1.2, 3.3.1 and 7.16.2.4); 1.3.3.1 Asymmetric Versus Symmetric(Read Sect. 7.17.1); 1.3.3.2 Two-Way Symmetrical Model; Win-Win Concept; Opposition; Proof of Benefit; 1.3.4 Public Diplomacy; 1.3.4.1 Public Diplomacy and Corporate Communication; Relationship Concept; Relations are Relative.
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1.3.4.2 Pragmatic Mix1.3.5 Information Overload; 1.3.5.1 Surplus; 1.3.5.2 Managing the Information Overload; Making Choices; Newsworthiness(Read Sects. 3.2.4.1 and 7.17.3.3); Better Focus; Better Structuring; Short Messages; Improving Message Appeal; Using Power Words; Adding Links(Read Sect. 3.3.1.8); Adding Social Components(Read Sect.1.4.2.3 and Chap. 9); Creating a Hook; Hooks for Press Releases; Headline Hooks; Celebrity Endorsements/Testimonies(Read Sect. 8.9.5.3); Partnering "Ambassadors"; 1.3.6 Credibility; 1.3.6.1 Words and Deeds; 1.3.6.2 Lies; 1.3.7 Political Correctness.
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1.3.7.1 History1.3.7.2 Sensitivity; 1.3.7.3 Potential Weapon; 1.3.7.4 Self-imposed Censorship; 1.3.7.5 Company Caution; 1.3.8 Managing Disinformation(Read Sect. 7.14.1); 1.3.9 Alternative Facts and Fake News; 1.3.9.1 Unmasking Fake News; 1.3.9.2 Corporate Response to Fake News (Read Sects. 7.14.7 and7.14.10); 1.3.9.3 Corporate Defence; 1.4 Types of Communication; 1.4.1 Voluntary and Involuntary Communication; 1.4.2 Direct and Indirect Communication; 1.4.2.1 Direct Communication; 1.4.2.2 Indirect Communication; Non-verbal Communication; Meta-Communication; Body Language.
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Visual CommunicationImages; Pictographs*; Different Forms of Pictographs; Pictographs' Relevance; Pictograph Use in Internal Communication; Pictograph Use on Twitter(Read Sect. 3.3.2.5); 1.4.2.3 Corporate Philanthropy; Corporate Social Responsibility (CSR); Action Communication; Fields of Activity; Societal Changes; Success Elements; Long-Term Commitment; Employee Involvement; Sponsoring; Definition and Scope; Increasing Attractiveness; Selection Criteria; Objectives; Direct Objectives; Indirect Objectives; Typical Business Objectives; Failures; Realistic Expectations.
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| Abstract
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This bookservesasan easy-to-read, up-to-Ưdate 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) andpolitical communication / government relations / lobbying). This is triggered not only by the recent high profile and success of targeted(political) communication inthe USA, butalso by the notoriousexport-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 andlearning. 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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| Subject
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Communication in organizations.
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Industrial management.
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BUSINESS ECONOMICS-- Industrial Management.
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BUSINESS ECONOMICS-- Management Science.
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BUSINESS ECONOMICS-- Management.
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BUSINESS ECONOMICS-- Organizational Behavior.
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| Subject
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Communication in organizations.
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| Subject
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Industrial management.
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| Dewey Classification
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658.4/5
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| LC Classification
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HD30.3
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