Corporate Communication: Concepts and Practice

Corporate Communication: Concepts and Practice is a textbook that helps in understanding the underlying concepts and real-life strategies of communication in modern-day corporate set-ups. It is used to position companies in a competitive business environment, build a sense of being, and create pride in being associated with the company. It functions include identifying and segmenting stakeholders, articulating brand positioning, selecting appropriate channels of internal and external communication, and managing crises, conflicts, and reputations. This revised edition offers a fresh perspective and incorporates the latest changes in governmental policies and industry trends to aid students in becoming industry-ready.

Format: Hardback
Length: 368 pages
Publication date: 13 February 2024
Publisher: Taylor & Francis Ltd

Corporate Communication: Concepts and Practice is a comprehensive and engaging textbook that delves into the fundamental concepts and practical strategies of communication within modern-day corporate environments. As one of the youngest management disciplines, corporate communication plays a crucial role in helping companies position themselves effectively in a highly competitive business landscape and foster a sense of belonging among various stakeholders, particularly employees and investors.

One of the key functions of corporate communication is the identification and segmentation of stakeholders. This involves understanding the diverse needs, interests, and perspectives of different groups and developing communication strategies that resonate with them. By effectively segmenting stakeholders, companies can tailor their messages and communication channels to ensure that their messages are heard and understood by the intended audience.

Articulating brand positioning is another critical aspect of corporate communication. Companies need to define their unique value proposition and communicate it effectively to their stakeholders. This involves developing a compelling brand story, defining brand values, and creating a consistent brand image across all communication channels. A strong brand positioning helps companies differentiate themselves from competitors and build a loyal customer base.

Selecting appropriate channels of internal and external communication is another important function of corporate communication. Companies need to choose the most effective channels to convey their messages to their employees, customers, and other stakeholders. This may include traditional media such as newspapers, television, and radio, as well as digital channels such as social media, email, and websites. The choice of channels should be based on the target audience, the message content, and the desired impact.

Managing crises, conflicts, and reputations is another critical aspect of corporate communication. Companies may face various challenges and crises that can impact their reputation and business operations. Effective crisis management involves anticipating potential crises, developing contingency plans, and communicating with stakeholders in a transparent and timely manner. By managing crises proactively, companies can minimize the negative impact on their reputation and recover from setbacks more quickly.

In addition to these functions, corporate communication encompasses a wide range of other aspects, such as employee engagement, corporate social responsibility, and public relations. Employee engagement involves building a positive workplace culture and fostering employee loyalty and motivation. Corporate social responsibility involves promoting ethical and sustainable business practices and engaging with stakeholders on social and environmental issues. Public relations involves building and maintaining positive relationships with the media, government, and other stakeholders.

This revised edition of Corporate Communication: Concepts and Practice offers a fresh perspective on all basic and critical aspects of corporate communication. It incorporates the latest changes in governmental policies and industry trends to aid students in adapting to the contemporary business environment and becoming industry-ready. The book is designed to be accessible to students and researchers working in the areas of corporate communication, organizational communication, journalism, mass communication, communication studies, public relations, and human resource management.

Overall, Corporate Communication: Concepts and Practice is a valuable resource for anyone interested in understanding the complexities of communication within modern-day corporate environments. It provides a comprehensive and practical guide to the fundamental concepts, strategies, and functions of corporate communication, and helps students develop the skills and knowledge necessary to succeed in this field.

Weight: 857g
Dimension: 246 x 174 (mm)
ISBN-13: 9781032537238