The theory and practice of corporate communication : a competing values perspective

Author(s)

• Belasen, Alan T.

Bibliographic Information

The theory and practice of corporate communication : a competing values perspective

Alan T. Belasen

Sage Publications, c2008

• : pbk

Note

Bibliography: p. 249-258

Includes index

Description and Table of Contents

Description

"It provides an integrated an broad perspective for addressing the diversity of corporate communications as a field of study and a community of practice. As an organizing scheme it helps capture the richness, complexity and interdependence of communication theories." -BUSINESS INDIA "Professor Belasen's integration of theoretical insights with practical experience distinguishes this book from any other on the subject. The value to students is that it will enable them to think about corporate communication in a sophisticated and critical way. Not only will they learn to do their jobs well, they will also understand why." -Gary P. Radford, Fairleigh Dickinson University The Theory and Practice of Corporate Communication: A Competing Values Perspective offers an integrative approach to corporate communication. Author Alan T. Belasen covers theoretical aspects and uses practical examples and case applications to illustrate the broader, strategic view of the field of corporate communication. The book draws on an adaptation of the Competing Values Framework to provide a fuller and more coherent view of corporate communication in which a dynamic interplay of complementary and often competing message orientations takes place. As an organizing schema, the Competing Values Framework for Corporate Communication (CVFCC) helps capture the richness, complexity, and interdependence of communication approaches (e.g., rationalistic, humanistic), functions (e.g., media relations, employee relations, government relations, investor relations), managerial roles (e.g., broker, director, mentor, innovator), and organizational stakeholders (e.g., employees, customers, regulators, investors, reporters). As a practical approach, it enables corporate communication executives and professionals to operate under the burden of contradictory and often inconsistent expectations coming from diverse constituencies. Responding to these expectations is vital for building a strong identity and sustaining a credible organizational image. The CVFCC brings the whole (corporate communication) and parts (marketing communication, financial communication, organizational communication, management communication) into a more sophisticated theoretical treatment of corporate communication that goes beyond merely discussing "best practices." Key Features * The CVFCC is integrated throughout, providing the necessary roadmap for navigating the diverse range of activities and organizational functions that fall under the heading of "corporate communication" * Using case studies and practical applications (from such companies and organizations as Starbucks, NASA, the American Red Cross, Johnson & Johnson, FedEx, and Oracle, among others), the book promotes the teaching of corporate communication from a strategic viewpoint * Each chapter ends with a case study to help readers make sense of the connections between actual situations (what happened?) and theory (how do we make sense of what happened?) * By examining recent corporate failures, learning methods for identifying effective corporate governance practices, and developing integrity programs, readers learn that corporate social responsibility requires not only ethical leaders, but also effective corporate communication strategy, strong corporate culture, and individual involvement

Table of Contents

Introduction Foreword 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 Away A. 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 Questions B. Strategic Corporate Communication: An Integrated View 2. 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 Systems 3. 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 Company 4. 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 Technologies C. Functions of Corporate Communication 5. 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 Company 6. 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 Stockholders 7. 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 Microsoft 8. 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 Software D. External and Internal Communication 9. 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 Strategy 10. 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 Communications 11. 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 Electronics E. Analysis and Control 12. 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 Less 13. 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 Project F. Crisis Communication and Patterns of Corporate Response 14. 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 Scare 15. 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 Production References Index About the Author

by "Nielsen BookData"

Details

• NCID: BA84455288
• ISBN:
  • 9781412950350
• LCCN: 2007014604
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Los Angeles
• Pages/Volumes: xxvii, 271 p.
• Size: 26 cm
• Classification:
  • LCC : HD30.3
  • DC22 : 658.4/5
• Subject Headings:
  • LCSH : Communication in management
  • LCSH : Communication in organizations
  • LCSH : Corporate culture
  • LCSH : Communication in management -- Case studies
  • LCSH : Communication in organizations -- Case studies
  • LCSH : Corporate culture -- Case studies