個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Tools and Techniques for Internal Corporate Communication
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 5 discusses the internal communication tools and techniques used at the corporate level. Five major corporate communication practices are discussed in detail: strategy and policy, corporate culture, employee engagement, global and affiliate relations, and social media and corporate blogging.