Efnisyfirlit

• Cover
• Title Page
• Copyright
• Dedication
• Preface
• Connect
• A Note on the Case Method
• Acknowledgments
• Brief Table of Contents
• Table of Contents
• Chapter 1: The Changing Environment for Business
  • Attitudes toward American Business through the Years
  • Television, Social Media, and the Online World
  • The Global Village
  • How to Compete in a Changing Environment
    • Recognize the Changing Environment
    • Adapt to the Environment without Compromising Principles
    • Don’t Assume Problems Will Magically Disappear
    • Keep Corporate Communication Connected to Strategy
  • Conclusion
  • Case 1-1: Redwood Health System
    • Case Questions
• Chapter 2: Communicating Strategically
  • Communication Theory
  • Developing Corporate Communication Strategies
    • Setting an Effective Organization Strategy
    • Analyzing Constituencies
    • Delivering Messages Effectively
    • Constituency Responses
  • Conclusion
  • Case 2-1: Carson Molding Company
    • Case Questions
• Chapter 3: An Overview of the Corporate Communication Function
  • From “PR” to “CorpComm”
    • The First Spin Doctors
    • A New Function Emerges
    • Corporate Communications Today
    • Specific Responsibilities of Corporate Communications
  • To Centralize or Decentralize Communications?
  • Where Should the Function Report?
    • Working Strategically with External PR and Communication Agencies
  • The Subfunctions within the Function
    • Identity, Image, and Reputation
    • Corporate Branding
    • Corporate Responsibility
    • Media Relations
    • Marketing Communications
    • Internal Communications
    • Investor Relations
    • Government Relations
    • Crisis Management
  • Conclusion
  • Case 3-1: John Deere
    • A Storied Company
    • Shared History
    • Strong Headwinds
    • Getting to the Right Diagnosis
    • Stark Results
    • Puck Drop
    • Case Questions
• Chapter 4: Corporate Brand and Reputation
  • The Frameworks: Understanding the Building Blocks
  • Understanding the Elements That Contribute to Brand
  • Brand in a Hyperconnected World
    • Consistency and Authenticity Are Key
  • Building a Solid Reputation
    • Why Reputation Matters
    • Measuring and Managing Reputation
  • Conclusion
  • Case 4-1: United Airlines Flight 3411
    • Case Questions
• Chapter 5: Corporate Responsibility
  • What Is Corporate Responsibility?
    • The UN Global Compact Ten Principles
    • The Twenty-First Century’s CR Surge
    • Corporate Responsibility and the Media
    • The Upside of CR
  • CR and Corporate Reputation
    • Consumer Values and Expectations: Taking Matters into Their Own Hands
    • Investor Pressures: The Growth of Socially Responsible Investing
    • Responsibility Inside and Out: Employee Involvement in CR
    • Strategic Engagement: The Continued Influence of NGOs
    • Being Green: The Corporation’s Responsibility to the Environment
  • Communicating about Corporate Responsibility
    • A Two-Way Street: Creating an Ongoing Dialogue
    • The Dangers of Empty Boasting
    • The Transparency Imperative
    • Getting It Measured and Done: CR Reporting
  • Conclusion
  • Case 5-1: Starbucks Coffee Company
    • Fair Trade Coffee
    • Starbucks’ Issues with Fair Trade Coffee
    • The Starbucks Culture
    • Corporate Responsibility at Starbucks
    • The Fair Trade Decision
    • Case Questions
• Chapter 6: Media Relations
  • The Evolution of the News Media
    • The Growth of Business Coverage in the Media
  • Building Better Relations with the Media
    • Conducting Research for Targeting Traditional Media
    • Researching and Engaging the Expanded “Press”
    • Responding to Media Calls
    • Preparing for Media Interviews
    • Gauging Success
    • Maintaining Ongoing Relationships
  • Building a Successful Media Relations Program
    • Involve Communications Professionals in Strategy
    • Develop In-House Capabilities
    • Use Outside Counsel Strategically
  • Developing an Online Media Strategy
    • Socialize Your Media Relations Strategy
    • Handle Negative News Effectively
  • Conclusion
  • Case 6-1: Adolph Coors Company
    • History of the Adolph Coors Company
    • The Coors Mystique
    • The Nature of the Brewing Industry
    • Marketing and Distribution at Coors
    • Management–Labor Relations at Coors
    • Nationwide Boycott
    • Federal Lawsuit
    • David Sickler and the AFL-CIO
    • Corporate Communication at Coors
    • Shirley Richard
    • Confrontational Journalism
    • Open or Closed Door?
    • Case Questions
• Chapter 7: Internal Communications
  • Internal Communications and the Changing Environment
  • Organizing the Internal Communication Effort
    • Where Should Internal Communications Report?
  • Implementing an Effective Internal Communication Program
    • Communicate Up and Down
    • Make Time for Face-to-Face Meetings (Even If They Are Virtual)
    • Communicate and Monitor Online
    • Communicate Visually
    • Focus on Internal Branding
  • Management’s Role in Internal Communications
  • Conclusion
  • Case 7-1: Go Travel
    • Go Travel Background
    • Corporate Communication at Go Travel
    • The Voluntary Severance and Expedited Vesting Program
    • Communicating about the Plans
    • Case Questions
• Chapter 8: Investor Relations
  • Investor Relations Overview
    • The Evolution of Investor Relations
  • A Framework for Managing Investor Relations
    • The Objectives of Investor Relations
    • Types of Investors
    • Intermediaries
  • Developing an Investor Relations Program
    • How (and Where) Does IR Fit into the Organization?
    • Using IR to Add Value
  • Investor Relations and the Changing Environment
  • Conclusion
  • Case 8-1: Steelcase, Inc.
    • History of Steelcase, Inc.
    • Identity, Vision, and Reputation
    • The Initial Public Offering
    • Steelcase as a Public Company (IPO to June 2000)
    • The Investor Relations Effort (1998–2000)
    • Case Questions
• Chapter 9: Government Relations
  • Government Begins to Manage Business: The Rise of Regulation
    • The Reach of the Regulatory Agencies
  • How Business “Manages” Government: The Rise of Government Relations
    • The Government Relations Function Takes Shape
  • The Ways and Means of Managing Washington
    • Coalition Building
    • CEO Involvement in Government Relations
    • Lobbying on an Individual Basis
    • Political Action Committees
  • Conclusion
  • Case 9-1: Disney’s America Theme Park: The Third Battle of Bull Run
    • The Controversy Comes to a Head
    • The Disney’s America Concept and Location
    • The Virginia Piedmont
    • Disney’s Plans Revealed
    • Piedmont Opposition
    • Disney’s Campaign
    • The PEC’s Campaign
    • The Vote
    • The Historians and Journalists Take Over
    • Disney’s Response
    • Congressional Hearing
    • The Debate Continues
    • The Decision
    • Case Questions
• Chapter 10: Crisis Communication
  • What Is a Crisis?
    • Crisis Characteristics
  • Crises from the Past 40 Years
    • 1982: Johnson & Johnson’s Tylenol Recall
    • 1990: The Perrier Benzene Scare
    • 2015: Volkswagen Emissions Scandal
    • The Online World—Data Theft and Beyond
    • Crises of the Past Decade
  • How to Prepare for Crises
    • Assess the Risk for Your Organization
    • Set Communication Objectives for Potential Crises
    • Analyze Channel Choice
    • Assign a Different Team to Each Crisis
    • Plan for Centralization
    • What to Include in a Formal Plan
  • Communicating During the Crisis
    • Step 1: Get Control of the Situation
    • Step 2: Gather as Much Information as Possible
    • Step 3: Set Up a Centralized Crisis Management Center
    • Step 4: Communicate Early and Often
    • Step 5: Understand the Media’s Mission in a Crisis
    • Step 6: Communicate Directly with Affected Constituents
    • Step 7: Remember That Business Must Continue
    • Step 8: Make Plans to Avoid Another Crisis Immediately
  • Conclusion
  • Case 10-1: Carnival Corporation: The Costa Concordia Crisis
    • Carnival Corporation & Plc
    • Micky Arison
    • Tragedy on the Water
    • Carnival’s Response
    • A Crisis-Communications Disaster or Success?
    • Case Questions
• Bibliography
• Index

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