The Power of Corporate Communication: Crafting the Voice and Image of Your Business
Strategies for Effectively Communicating with All Constituencies, External and Internal­­and Boosting Corporate Reputation and Your Bottom LineEffective corporate communication requires a carefully formulated and implemented program, one that will both craft your corporation's image and protect that image when problems arise.The Power of Corporate Communicationis today's most straight-talking guide for mastering the art­­and leveraging the power­­of corporate communication.Dozens of field-tested techniques provide solutions for internal and external corporate communication challenges. Insights from today's leading corporate communication experts combine with real-life examples from global corporations including Microsoft, Johnson & Johnson, and GE to examine:Key components of the corporate communication functionMethods to manage multiple constituencies and deliver consistent, relevant messagesCrisis communication tactics, and the dangers of creating "spin" as opposed to facing problems head-onA successful communication program is central to everything your organization accomplishes, or hopes to accomplish. LetThe Power of Corporate Communication provide you with the tools you need to establish and maintain that program­­and build a corporate communication program that provides you with a strategic advantage."If left unaddressed, issues of corporate communication can come back to haunt a company; when addressed, they can extend its success. Our hope is that you will useThe Power of Corporate Communicationas a field guide in building your company's reputation."­­From Chapter OnePick up a copy of today'sWall Street Journal, and odds are that you'll find a front-page story of a troubled company grappling with a highly public crisis. Now ask yourself: Could that situation have been alleviated­­or even avoided completely­­if executives in the corporation had practiced more effective communication?In nine cases out of ten, the answer will be yes.The Power of Corporate Communicationoutlines a program for creating a powerful, consistent corporate image that will provide measurable long-term benefits and value to your organization. Written by two of the most influential pioneers in the study of corporate communication,this timely book reveals:Techniques for being responsive­­and effective­­in communicating with all forms of mediaThe importance of strong employee communication programs in carrying out corporate strategy and missionMethods for partnering with governments and communitiesStrategies for communicating with analysts, investors, customers and other stakeholdersSteps for building corporate reputationIn today's media-saturated "Age of Transparency," network news programs, cable channels, advocacy groups, and chat rooms are constantly on the lookout for corporate slips and blunders. Scores of high-profile incidents reveal the harsh consequences to companies that fail to recognize the importance of effective corporate communication.The Power of Corporate Communicationshow you how to give your company's communication programs the weight they deserve. It will help you regain control of your public image, and craft a consistent corporate voice and image­­one that will pay bottom-line dividends when the next corporate crisis hits.