Table of Contents
Foreword xi
by Natasha Nicholson Preface xiii
About the Authors xix
Part One: Foundations of Business Communication 1
1 Characteristics of Excellent Communication 3James E. Grunig, Larissa A. Grunig
2 The Corporate Communicator: A Senior-Level Strategist 15Nick Durutta
3 Organizational Culture 28Paul M. Sanchez
4 Communication and the High-Trust Organization 41Pamela Shockley-Zalabak, Sherwyn Morreale
5 Communication Ethics: Think Like a Professional: Don’t Be Idealistic When Sorting Out Right from Wrong 54Mark McElreath
6 Corporate Social Responsibility: The Communicator’s Role as Leader and Advocate 67Mary Ann McCauley
7 Corporate Social Responsibility and Sustainability 79Rob Briggs
Part Two: Managing Communication 97
8 Strategic Approaches to Managing the Communications Function 99Diane M. Gayeski
9 Strategic Planning: Timeless Wisdom Still Shapes Successful Communication Programs 113Lester R. Potter
10 Issues Management: Linking Business and Communication Planning 124George McGrath
11 Communicating Change: When Change Just Doesn’t Stop: Creating Really Good Change Communication 137Jennifer Frahm
12 Crisis Communication: Moving from Tactical Response to Proactive Crisis Preparedness 151Caroline Sapriel
13 The Role of Communications in Company Business Strategy 165Kellie Garrett
14 The Impact of Technology on Corporate Communication 177Shel Holtz
Part Three: Internal Communication 193
15 Internal Communication 195Brad Whitworth
16 Communicating with a Diverse Workforce 207Tamara L. Gillis
17 Integrating Employee Communications Media 219Steve Crescenzo
18 Internal Branding, Employer Branding 231Patrick Grady
19 Communicating for a Merger or an Acquisition 241Patricia T. Whalen
20 The Challenges of Employee Engagement: Throwing Rocks at the Corporate Rhinoceros 257Roger D’Aprix
21 Measuring the Effectiveness of Internal Communication 271John Williams
Part Four: Public Relations 285
22 Public Relations Research and Planning 287Don W. Stacks, Melissa D. Dodd, Rita Linjuan Men
23 Media Relations 301Wilma K. Mathews
24 Investor Relations and Financial Communication 315Karen Vahouny
25 Government Relations: Connecting Communication to the Public Policy Process 337John Larsen, Anna Marie Willey
26 Reputation Management: Building, Enhancing, and Protecting Organizational Reputation in the Information Age 351Alistair J. Nicholas
27 Measuring Public Relations Programs 363Mark Weiner
Part Five: Marketing Communication 377
28 Marketing Communication 379Lorenzo Sierra
29 The Engagement of Brands 393D. Mark Schumann
30 Customer Relations: Smart Organizations Think Like Their Customers 405Morgan Leu Parkhurst
31 Measuring Marketing Communication 417Lin Grensing-Pophal
Index 431