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Strategic and Tactical Models for Corporate Communication Practice
內容大綱
Corporate Communication: Tactical Guidelines for Strategic Practice is an eight-chapter book written by Michael B. Goodman, Professor and Director of the MA in Corporate Communication at Baruch College, The City University of New York, and Peter B. Hirsch, director of Reputation Risk at Ogilvy Public Relations Worldwide. The title was published by Business Expert Press in January of 2012. Written for both students and business leaders, the text explores the challenges and opportunities in corporate communication posed by a rapidly changing global economy and a revolution in communication channels fueled by the internet. The book focuses on the process of communication in a corporate context, and then explores, analyzes, integrates, and applies the theory, practice, and functions of corporate communication. Chapter 4 offers two workshops in strategic planning designed to provide the reader with a clearer understanding of the alignment of corporate communication strategy with performance. The exercises emphasize the leadership role of corporate communicators by allowing participants to experience the range of responsibility and activity in the field.