The theory and practice of corporate communication: A competing values perspective/ Alan T. Belase

IntroductionForeword by Elliot Luber: The Science of Corporate Communication Gods and General Managers L'essence de L'elephant Just in Time... A Brave New, Flat World The Take AwayA. Why a New Book on Corporate Communication?1. Corporate Communication as a Field of Study and a Community of Practice The Missing Link of Corporate Communication as a Field of Study Corporate Communication as a Community of Practice Attempts to Integrate the Field of Corporate Communication The Challenge to Identify the Construct Space of Corporate Communication Overhauling the Field The Need for a Theoretically Based Organizing Framework Summary Review QuestionsB. Strategic Corporate Communication: An Integrated View2. Competing Values Framework for Corporate Communication (CVFCC) Communication Perspectives Functionalism Interpretivism Critical Approaches Self-Efficacy Communication as Organizing Apollo 13 High Reliability Organizations Communication Systems and Goals Balancing Competing Tensions Summary Review Questions Case Study: Satellite Systems3. Strategic Corporate Communication: External Image, Internal Identity Integrated Corporate Communication Sustaining and Managing Identity Programs Primary Functions of Corporate Communication Media Relations Employee Relations Government Relations Investor Relations Summary Review Questions Case Study: Starbucks Coffee Company4. Identity, Reputation, and the Functions of Corporate Communication: A Strategic View GE: Managing Image and Corporate Identity Target: Managing Corporate Reputation McDonald's: Promoting the New Image Effective Communication Strategies External Communications Summary Review Questions Case Study: The Power of Symbols: Creating Corporate Identity at Agilent TechnologiesC. Functions of Corporate Communication5. Media Relations Reputation and Media Relations Enhancing Public Image through Issue Management Branding the Image and Identity Public Relations and Media Relations Johnson & Johnson Public Relations and Investor Relations The Corporate Spokesperson Summary Review Questions Case Study: Adolph Coors Company6. Investor Relations Stakeholders Working with Financial Analysts Managing Stockholder Confidence Financial Reporting Investor Relations and Corporate Reputation Corporate Social Responsibility Financial Performance and Corporate Reputation Investor Relations Success Story Financial Ethics Summary Review Questions Case Study: The Press and the Stockholders7. Government Relations Externally Derived, Internally Enforced Policy Fields Firms Rush to End Reform Importance of Government Relations Altria American Red Cross Regulations and Boundary Spanning Interdependence Shaping Favorite Policies through Issue Management Supplier Relations Summary Review Questions Case Study: The Anti-Trust Case against Microsoft8. Employee Relations Aligning Identity with External Image Strategic Conversation Asking the Right Questions Rather than Giving Solutions Motivating Employees Integrating and Assimilating Employees-The Role of Culture Mapping Culture in the Training Organization Avoiding the Trap of Knowing-Doing Positive Communication Relationships Message Orientations Mapping Message Orientations A Diamond Model of Interactions Managing for Organizational Integrity: The Social Contract with Employees FedEx Summary Review Questions Case Study: Hanover SoftwareD. External and Internal Communication9. Marketing Communication and Corporate Advertising Integrated Marketing Communication Southwest Airlines Sustainability Issue Management and Corporate Advertising PR and Corporate Advertising Nonprofit Organizations Managing Organizational Constituencies Marketing Communication in Nonprofit Organizations Marketing to Employees in Nonprofit Organizations E-Channels for Nonprofit Organizations Marketing Communication and Ethical Advertising Summary Review Questions Case Study: Wal-Mart and Its Communications Strategy10. Financial Communication and Corporate Social Responsibility Enron: The Corporate Tactics Arthur Andersen: Turning the Blind Eye Tyco: Stealing the Vanity WorldCom: The Giant Falls Union Carbide Financial Communication: The Sarbanes-Oxley Act of 2002 Implementation Challenges Enforcement Summary Review Questions Case Study: Illinois Power and "60 Minutes": Communicating About the Communications11. Organizational and Management Communication Rule Theory: Rationalistic Approach to Communication The Humanistic Approach Rationalistic and Humanistic Communication Roles: A Competing Values Perspective Facilitating Vertical Communication Information Communication Technology The Role of Informal Networks in Management Communication Aligning Communication with Structures Horizontal Management Aligning Communication Processes in Loosely Coupled Structures Managerial Ethics and Social Responsibility The CEO and the Board of Directors Structural Regulations Policies and Standards Reforms The Ethical CEO Communication between the CEO and Board Members Building an Effective Board of Directors Summary Review Questions Case Study: The Paradoxical Twins-Acme and Omega ElectronicsE. Analysis and Control12. Stakeholder Analysis Communicating with Stakeholders: A CVFCC Approach Firm-Stakeholder Relationships StarKist Principles of Stakeholder Management Communicating Messages to Stakeholders Steps in Stakeholder Analysis Sources of Power Assessing Stakeholders' Perceptions Using the CVFCC Summary Review Questions Case Study: Granite City: Doing More with Less13. Communication Audits within Organizations Functionalism Interpretivism Uncertainty Reduction The Process of a Communication Audit Benefits Identifying Communication Activities Across Managerial Levels The Importance of Contextual Factors Assessment of Managerial Communication Roles and Skills Diagnosing Organizational Culture Cultural Types Cultural Audit in a Health Care Organization Summary Review Questions Case Study: Planning the ProjectF. Crisis Communication and Patterns of Corporate Response14. Crisis Communication and Message Strategies Fire at Deloitte Office Tower in Madrid: Deloitte Spain Maintains Activity Southwest Airlines Communication Failures Failure at Dow Corning Failure at the University of Maryland Success for NASA Success for Texas Eastern Transmission Corporation Verizon: Effective Corporate Communication Protecting the Image Organizing the Exchange of Information Restoring the Image Stages of Crisis The Importance of Culture in Managing Crises Summary Review Questions Case Study: Tylenol Tampering Scare15. Conclusion Corporate Communication: The Maestro Strategic Corporate Communication The Theory and Practice of Corporate Communication Integrative Case Study: The Acquisition of Abbott Hospital Case Study: Mt. Mercy Acquires Abbott Case Study: The End of the First Six Months Integrative Case Study: BelBeck ProductionReferencesIndexAbout the Author