E-mail is often used as a substitute for a phone call or a meeting. This exercise addresses the appropriateness and effectiveness of e-mail as a channel for communicating sensitive information. Students assume the role of a director of marketing and design and are asked to compose an e-mail to subordinates addressing an imminent change that will affect them.
This note surveys some of the shifting considerations in play as chief communications officers (CCOs) have come to see reputation as a useful umbrella concept for managing the many activities that form perceptions of their large organizations. Primary among these is the alignment of internal and external communications to achieve a coherent and consistent message.
The public primarily encounters the corporate communications function during a crisis. General rules are a good starting place for dealing with a crisis and handy to know, but a historical perspective is a critical supplement. Understanding the kind of crisis your organization faces or is attempting to avoid-indeed, managing a crisis successfully to the extent possible-involves precedents encompassing connections among corporate identity and culture, brand, reputation, business model, and business type, as well as the changing nature of media and crises themselves.
This note explores the ongoing evolution of the corporate communications function from the management of public image and public relations to the integrated cultivation of internal values and external stakeholder relationships.
The role of branding at the corporate level, distinct from product marketing, has evolved to serve as an expression of corporate values. This note surveys current thinking about the ways corporations consider the alignment of brand with the business model and corporate social responsibility (CSR).
Inherent risks or negatives are a critical element of "enterprise risk management" that must be mitigated or dramatically managed through constructive actions to sustain growth and manage reputation. Set in 2003 as Aetna prepares to settle a landmark class-action lawsuit, this case explores how communications and PR executives work with management to devise an announcement that fully engages the company's key stakeholders in this dramatic break with its industry's position. This case is well suited to courses and modules on crisis management, risk management, corporate communication, and strategic communication. Though written for a business school audience, it would be equally useful for courses in communication or public relations programs. The case asks students to choose from a number of possible communication strategies. It also asks students to relate communication strategy to the company's changing business model, which is demonstrated in detail in the case. The authors interviewed not only the top communication managers at Aetna, but also the CEO, CMO, and corporate counsel and some prominent legal experts. It is ever more relevant as the world of crisis issues management, crisis management, and corporate litigation becomes ever more difficult to navigate.
This note delineates proper writing mechanics-issues of style and organization-in a business-school context. Rather than touch up on the many forms of business writing, it focuses instead on how to write cogently, succinctly, and correctly in a business, and business school, setting.
This case traces UPS's first corporate sustainability report (CSR), "Operating in Unison," from its origins up to its publication in 2006. It is based on interviews with managers who championed and shaped the report internally. UPS took its CSR quite seriously, basing its reporting and goals on the more stringent Global Reporting Indices (GRIs) as opposed to merely complying with U.S. regulations. Soon after going public, UPS was significantly expanding its European operations; it followed that its CSR ultimately took the form of many European CSRs, addressing the relationships among financial performance, environmental sustainability, and engaging stakeholders such as employees and the community. By 2008, some form of CSR would become routine in the United States. Yet not all CSRs are created equal; the case includes copious examples from UPS's first report, with key performance indicators in all categories. Given UPS's employee-centered culture, the company debated how much internal information to report. UPS also has an engineering culture whose innovative thinking helped align its business model with efficiency and reduce its carbon footprint. UPS managers and employees are invariably motivated by "doing the right thing"-a phenomenon increasingly found in strong brands. UPS's reporting grew out of its culture. Yet a major topic for our times is how to manage reputational risk, especially when these risks are inherent to the business. As corporate social responsibility gains public attention, will first-movers such as UPS be rewarded for taking CSR seriously?
One of the directors described his time working at Nissan as a "near-death experience." It was a bumpy ride, but under the guidance of Carlos Gosen, Nissan became one of the most remarkable corporate turnaround stories in the automotive or any other industry. In this case, students can see how Gosen carried out his plan to rescue Nissan by building an emotional connection between customers and the brand, introducing cross-functional teams, designing the Xterra, encouraging managers to "lead from the middle," organizing the Shift marketing campaign, and answering the question, "What's your brand stand for?" Now, Nissan faces such issues as finding the right balance between managing costs and building demand and the level of differentiation needed to maintain the customer's relationship to the brand.
This technical note provides an introduction to corporate branding, including a brief history, a discussion of differences between corporate and product branding, and some strategic implications for how corporate branding is used.
This note is an introduction to the first-year course Management Communication: Module Four. See also "A Note on Management Communication: Module One" (UV0925), "A Note on Management Communication: Module Two" (UV0926), and "A Note on Management Communication: Module Three" (UV0927).
The Peer Feedback Assignment is based on the fact that giving feedback is an essential managerial communication skill. The assignment suggests guidelines for matching feedback to its timing and communication channel. Guidelines for coaching and using formative feedback are included. Paired with the Narrative Presentation assignment (UV0854), supplemented by Triad Conference with Instructor (UV0894).
The Narrative Presentation Assignment offers students an opportunity to gain firsthand experience with an essential managerial communication skill: storytelling. The assignment gives guidelines for developing a "company story" presentation as an icebreaker assignment, with the performance goal of establishing an initial comfort level with delivery. The assignment suggests storytelling's broad range of business applications. Paired with Peer Feedback Assignment (UV0877), which is supplemented by Triad Conference with Instructor (UV0894).
The B case reveals Wally's bid for King & Roberts, which has rejected and tells how Wally resubmitted the same offer and persuaded the owners to sell at that price.
This case follows the valuation and negotiation process Wally Camp underwent. The (A) case starts with a description of the business and Wally's assessment of the problems with its current management. Then the case describes the valuation of the company's assets and ends with a valuation decision.
This series of cases follows a Darden student's career decision and tracks his search process for an acquisition candidate in the retail industry. The (A) case confronts the student's career choice. But the (B) case, the student has decided to acquire his own business and must construct a timetable in the (C) case. The (D) case provides summaries of six candidates for acquisition, followed by an acquisition check list in the note.
This series of cases follows a Darden student's career decision and tracks his search process for an acquisition candidate in the retail industry. The (A) case confronts the student's career choice. But the (B) case, the student has decided to acquire his own business and must construct a timetable in the (C) case. The (D) case provides summaries of six candidates for acquisition, followed by an acquisition check list in the note.
This series of cases follows a Darden student's career decision and tracks his search process for an acquisition candidate in the retail industry. The (A) case confronts the student's career choice. But the (B) case, the student has decided to acquire his own business and must construct a timetable in the (C) case. The (D) case provides summaries of six candidates for acquisition, followed by an acquisition check list in the note.