Corporate Communication Concepts and Practice

Corporate communication has become an established academic stream in most media schools in universities and some MBA schools also. It is widely believed that corporate communication is an offshoot of public relations, as many academic books and learned papers also suggest. One rarely now finds a vertical in corporate Inc. called public relations. It is, however, a dichotomy that corporate communication as a professional movement is yet to reach the magnitude and momentum that public relations did and continues to do so in most countries.

1 Understanding corporate communication 1

2 Media dynamics and strategies 22

3 Corporate reputation management 45

4 Employee communication 82

5 Managing government relations 107

6 Writing for media and media relations management 136

7 Corporate communication in brand promotion 161

8 Corporate social responsibility 184

9 Financial communication 204

10 Crises communication 243

11 Corporate communication research 285

12 Laws and ethics in corporate communication 313 Index 359