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: Paperback / softback
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 need to be prepared to respond quickly and effectively to any negative publicity or crises that may arise. This involves developing crisis management plans, conducting regular risk assessments, and engaging with stakeholders in a transparent and empathetic manner. By managing crises effectively, companies can minimize the damage to their reputation and maintain the trust of their stakeholders.

In this revised edition, the book 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 students and professionals seeking to enhance their understanding of communication in the corporate world. It provides a comprehensive and practical approach to communication, covering a wide range of topics and incorporating the latest developments in the field. Whether you are a business student, a communication professional, or a researcher, this book will provide you with the knowledge and skills necessary to succeed in today's competitive business environment.

Weight: 666g
Dimension: 174 x 246 x 24 (mm)
ISBN-13: 9781032694719