Details

Corporate Communication


Corporate Communication

An International and Management Perspective
1. Aufl.

von: Otto Lerbinger

46,99 €

Verlag: Wiley-Blackwell
Format: PDF
Veröffentl.: 16.10.2018
ISBN/EAN: 9781119471363
Sprache: englisch
Anzahl Seiten: 360

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Beschreibungen

Provides an international and management perspective on the field of corporate communication Corporate communication plays an important role in higher-level management to help build and preserve a company’s reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process. Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making. Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to them Corporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.
Preface xiii Acknowledgements xv Author Biography xvii Overview of the Book’s Five Parts xix Part I The Extended Enterprise 1 1 Introduction: The Domain of Corporate Communication 5 1.1 Stakeholder Management 6 1.2 Twin Goals of Corporate Communication 7 1.2.1 Strengthening Relationships with Stakeholders 7 1.2.2 Maintaining Corporate Reputation 9 1.3 Conclusions 11 Discussion Questions 12 2 Stakeholder Relations: Investors and Employees 15 2.1 Investor Relations 15 2.1.1 SEC’s Full and Timely Disclosure Rules 16 2.1.2 Feedback and Power 16 2.1.3 Investor Relations Activities 17 2.2 Employee Relations 18 2.2.1 Maslow’s Hierarchy of Needs 18 2.2.2 Employee Communications 19 2.2.3 Recruitment and Training of Workers 20 2.2.4 Helping Workers Adjust to Foreign Employers 22 2.2.5 Labor Unions and Collective Bargaining 22 2.2.6 Standardization vs. Customization of Employee Relations 24 2.3 Conclusions 24 Discussion Questions 25 3 Stakeholder Relations: The Community and Consumers 28 3.1 Community Relations 28 3.1.1 Programs and Activities 29 3.1.2 Importance in Oil and Mining Industries 30 3.1.3 Developing a Community Relations Program 31 3.2 Consumer Relationship Management (CRM) 31 3.2.1 Moving from a Transaction to a Relationship 32 3.2.2 Social Contract and Consumer Rights 33 3.2.3 Power Relationship 34 3.2.4 Social Responsibility to Consumers and Society 34 3.2.5 Emerging Concept of “Social CRM” 36 3.2.6 Privacy 37 3.3 Conclusions 38 Discussion Questions 38 Case 1 General Electric – Profile of a Multi-National Corporation 40 Case 2 Wells Fargo Misapplies CRM 44 Part II Strategic Application of Communication Practices 51 4 Public Relations: Influencing Public Opinion 55 4.1 Historical Connection Between Public Relations and Public Opinion 56 4.1.1 The Public Relations Audit 56 4.1.2 Use of Surveys in Public Relations 57 4.1.3 Current Difficulties with Surveys 58 4.1.4 The Edelman Trust Barometer 59 4.1.5 CNBC/Burson-Marsteller Corporate Perception Indicator 59 4.1.6 Pew Research and Just Capital 60 4.2 Gaining Influence Through Publicity 60 4.2.1 Applying Perception Management: Putting “a Spin” on a Story 61 4.2.2 The Challenge Faced by Publicity: Limited Human “Channel Capacity” 62 4.2.3 Proactive Media Relations Strategy 62 4.2.4 Bernays – A Prominent Publicist 62 4.2.5 Harold Burson – Thoughts About Public Opinion 63 4.2.6 Proactive Media Relations 63 4.3 International Application of Persuasion 64 4.3.1 Public Diplomacy Campaigns 65 4.3.2 Business Support 65 4.3.3 Social Media Support 66 4.4 International Differences and Constraints in Media Relations 66 4.4.1 Use of “Guanxi” and Press Clubs 67 4.4.2 Unprofessional Practices 67 4.4.3 Constraints on Press Freedom 68 4.4.4 Singapore’s Authoritarianism 69 4.4.5 Insult Laws 69 4.4.6 Concentrated Media Ownership 69 4.5 Conclusions 70 Discussion Questions 70 4.A Foreign Media Relations Guide 71 5 Public Affairs: Exercising Power in the Socio-Political Environment 76 5.1 Central Role of Government Relations 77 5.1.1 Government Relations in China 77 5.1.2 Cases of Intervention by Governments 77 5.2 Government Litigation 81 5.3 The Term “Corporate Diplomacy” Grows 82 5.4 Tools of Public Affairs 83 5.4.1 Negotiations 83 5.4.2 Lobbying 84 5.5 Conclusions 86 Discussion Questions 86 6 Global Marketing Communication: Facilitating Exchanges 91 6.1 Integrated Marketing Communication (IMC) 91 6.2 The Marketing Mix: The 4 Ps 92 6.2.1 Product, Price, and Place 93 6.2.2 The Promotion Mix 95 6.3 Accommodating International Differences 98 6.3.1 “Think Global, Act Local” – Global Brand Architecture 98 6.3.2 Standardization vs Customization 99 6.3.3 Recognizing Cultural Differences 100 6.4 Conclusions 101 Discussion Questions 102 7 Social Media and Big Data: Extending Relationships 106 7.1 The Internet 106 7.1.1 Overseas Expansion Invites Languages Other than English 107 7.2 Social Media Marketing 108 7.2.1 Major Types 108 7.2.2 Videos – Additional Impact 110 7.2.3 Viral and Buzz Marketing 110 7.3 Social Media Impact on Corporate Communications 112 7.3.1 Changed Power Relations 112 7.4 Big Data – its Uses and Limitations 113 7.4.1 Analyzing Big Data 113 7.4.2 Applications of Big Data Analysis 114 7.5 Improving the Reliability of Big Data 117 7.5.1 Limitations of Big Data 117 7.5.2 New Approaches and Research Centers 118 7.6 The Future of Big Data – The Next Step 119 7.6.1 Artificial Intelligence (AI) 119 7.7 Conclusions 119 Discussion Questions 120 8 Digital and Social Marketing: Extending Practices and Influencing Behavior 124 8.1 Growth of Digital Marketing 124 8.1.1 Awareness of New Technology by Public Relations and Public Affairs 124 8.1.2 New University Degree Programs and Company Positions 125 8.1.3 Impact of Digital Marketing 126 8.1.4 Role of Public Affairs and Advocacy Advertising 126 8.2 Social Marketing – Changing Consumer and Citizen Attitudes and Behavior 127 8.2.1 Application to Public Health 128 8.2.2 Tackling the Obesity Issue Worldwide 128 8.2.3 Use of Wide Range of Communication Practices 131 8.3 Conclusions 131 Discussion Questions 131 Case 3 High Drug Prices Become a Public Issue 133 Case 4 Uber Requires Public Affairs Assistance and Cultural Overhaul 139 Part III International Perspective 147 9 The Force of Globalization 151 9.1 Conditions That Facilitate Globalization 152 9.1.1 Enabling Effect of Communication and Other Technologies 152 9.1.2 Rise of Scientific Thinking 153 9.2 Drivers of Globalization 153 9.2.1 Search for New Markets 154 9.2.2 Seeking Low Labor Costs 154 9.2.3 Seeking National and Company Growth 156 9.2.4 The Newest Driver: Inversion Deals 157 9.3 Obstacles to Globalization 158 9.3.1 Resurgent Nationalism 159 9.3.2 National Security Concerns 160 9.3.3 Weak Infrastructures 162 9.3.4 Widening Income Disparities 163 9.4 Saving Globalization 164 9.5 Conclusions 165 Discussion Questions 166 10 Interacting with International Players 171 10.1 Powerful MNCs 171 10.1.1 Illustrative Company Profiles 172 10.2 Nation States 173 10.2.1 China’s Antitrust and Bribery Actions 173 10.2.2 France Confronts Google Over Its Tax Deal 174 10.3 Supranational Organizations 174 10.3.1 United Nations 175 10.3.2 World Economic Institutions 177 10.4 European Union 177 10.5 Civil Society 181 10.6 NGOs as Advocacy Groups 182 10.7 Collaboration is Growing 183 10.8 Conclusions 184 Discussion Questions 184 11 Political and Economic Features of Nation States 188 11.1 Major Political Systems and Ideologies 188 11.1.1 Authoritarian Systems 188 11.1.2 Democratic Systems 190 11.2 Major Economic Systems 190 11.2.1 Free Market System 190 11.2.2 Command and Control Economies 192 11.2.3 Mixed Systems: Social Corporativism and Social Capitalism 193 11.3 Political Risk Assessment 193 11.3.1 Due Diligence in AES’s Acquisition of Telsi in the Republic of Georgia 194 11.4 Conclusions 195 Discussion Questions 195 12 Social and Cultural Features of Nation States 198 12.1 Major Aspects of a Country’s Social System 199 12.1.1 Community Institutions 199 12.1.2 Demographics and Other Forms of Audience Segmentation 202 12.2 Features of Cultural Systems 203 12.2.1 Individualism vs. Collectivism 204 12.2.2 Power Distance 205 12.2.3 Uncertainty Avoidance 206 12.2.4 Masculinity–Femininity 207 12.2.5 High vs. Low Context 207 12.2.6 Other Cultural Variables 208 12.3 Media Systems 209 12.3.1 Al Jazeera 209 12.4 Conclusions 209 Discussion Questions 209 13 The Nation Brand: Comparison with Product and Company Brand 213 13.1 Differences between Brand and Reputation 214 13.1.1 Anholt-GfK Roper Nation Brands Index 214 13.2 Building and Strengthening a Nation State 215 13.2.1 Nation-Building 215 13.2.2 Economic Development 216 13.2.3 Attracting Industry: Approaches by Countries and Cities 217 13.3 Strategy to Attract Foreign Investment 219 13.4 How Nation Brands Are Tarnished 220 13.4.1 Reputational Risks and Crises 220 13.5 Strengthening a Nation Brand 221 13.5.1 Olympics 222 13.6 World Economic Forum 222 13.7 Conclusions 223 Discussion Questions 223 Case 5 Can Public Relations Promote Globalization? 225 Case 6 Building China’s Nation Brand 227 Part IV Pivotal Issues Facing Management 235 14 Sustainability and Climate Change 237 14.1 Sustainability Begins with the Environment 237 14.1.1 Social Costs and Social Reports 238 14.1.2 Environmental Programs 238 14.2 Focus on Availability of Natural Resources 239 14.2.1 The Price System and Recycling 240 14.2.2 Greater Attention to Supplier Relations 240 14.2.3 Unilever Launches a Broad-Scale Plan 243 14.2.4 Other Sustainability Measures 243 14.3 Climate Change: The Ultimate Sustainability Challenge 245 14.3.1 Global Warming and Human Activity Argument 246 14.3.2 Application of Communication Practices 248 14.3.3 International Actions and Agreements 249 14.4 Conclusions 251 Discussion Questions 252 15 Technology and Innovation: New Risks and Issues 256 15.1 Gaining Acceptance for New Technologies 257 15.1.1 The Diffusion/Adoption Process 258 15.1.2 Controversial Technologies 258 15.2 Intellectual Property Rights 260 15.2.1 Patent Disputes and Theft of IP 260 15.2.2 Litigation Public Relations 261 15.3 Technology Creates Risks 262 15.4 The Science and Healthcare Settings of Technology 263 15.4.1 Science Settings at the Whitehead Institute and Brookhaven National Lab 263 15.4.2 Healthcare Settings 264 15.5 Conclusions 267 Discussion Questions 267 Appendix 268 Science Writing 268 Two Litigation Cases 268 Case 7 Reputational Crisis Faced by Samsung in Faulty Galaxy Note 7 Recall 270 Part V Corporate Communication Contribution to Management 277 16 Global Corporate Social Responsibility 281 16.1 Corporate Irresponsibility Abroad 281 16.1.1 Poor Working Conditions: The Bangladesh Disaster 281 16.1.2 Sales of Dangerous Products Abroad 282 16.1.3 Foreign Purchases of Agricultural Land 282 16.1.4 Offensive Banking and Insurance Practices 283 16.2 Foundations of Global Corporate Social Responsibility 283 16.2.1 A Common Code of Ethics and Professional Standards 283 16.2.2 Observing Global Declarations 284 16.3 Management Approaches to Corporate Social Responsibility 285 16.3.1 A Compensatory Approach to CSR: Social Bookkeeping 285 16.3.2 The Global CSR Pyramid 287 16.3.3 Corporate Citizenship 289 16.3.4 New Business Models 290 16.4 Forging International Agreements – the Case of Bangladesh 291 16.4.1 Nike Shows the Way 291 16.4.2 Some CSR Lessons Learned 292 16.5 Conclusions 293 Discussion Questions 293 17 Corporate Governance: The Corporate Communication Role 296 17.1 Maintaining Corporate Legitimacy 296 17.1.1 Uncertainty of Public Support for Business 297 17.1.2 Protecting the Free Market System 298 17.2 The Business–Society Relationship 298 17.2.1 Widening the Composition of the Board 299 17.2.2 Boards Face Activists 300 17.3 Shareholder Resolutions 301 17.4 Role of Corporate Communication in Corporate Governance 301 17.4.1 Protect Company Reputation and Legitimacy 301 17.4.2 Engage in Issues Management and Direct Crisis Management 303 17.4.3 Factor Public Opinion into Corporate Decision Making 304 17.4.4 Help Managers Engage with Stakeholders 305 17.4.5 Address the Public Interest 306 17.5 Conclusions 310 Discussion Questions 310 Case 8 VW’s Crisis of Corporate Governance 312 Index 325
OTTO LERBINGER, PHD, Economics Department, Massachusetts Institute of Technology, is Professor Emeritus of Public Relations at Boston University, specializing in corporate public affairs, crisis management, and international public relations. He has taught courses in Economic Behavior, Organizational Structure and Behavior, and Communication Theory. He also served as chairman of what is now the Department of Mass Communication, Advertising, and Public Relation, was Director of Research at the New York public relations firm of Ruder & Finn, and served as a consultant for several public relations firms. He has given lectures and seminars in Australia, Bahrain, Chile, China and Hong Kong, Colombia, England, and New Zealand.
Provides an international and management perspective on the field of corporate communication Corporate communication plays an important role in higher-level management to help build and preserve a company's reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process. Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making. Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to them Corporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.

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