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Present-day corporate communication : a practice-oriented, state-of-the-art guide

Author: Rudolf Beger
Publisher: Singapore : Springer, [2018]
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This bookservesasan easy-to-read, up-to-Ưdate practical guide on professional corporate communication. The key market for this book is the Asia-Pacific region, mainly because there is a gap in know-how in corporate communication among many industry sectors. In addition, at present, one cannot find a lot of educational literature about corporate communication in the market. Therefore, this guidebook closes that gap.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Beger, Rudolf, 1946-
Present-day corporate communication.
Singapore : Springer, [2018]
(OCoLC)1030914895
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Rudolf Beger
ISBN: 9789811304026 9811304025
OCLC Number: 1041937810
Notes: Includes index.
Description: 1 online resource
Contents: Intro; Contents; 1 Introduction and Principles; 1.1 Corporate Communication Versus Public Relations (PR); 1.2 Corporate Communication Image and Positioning; 1.3 Important Communication Principles; 1.3.1 Integrated Communication(Read Sect. 7.17.4.3); 1.3.1.1 Horizontal; Across the Board Harmonisation; Central Company Data Room; 1.3.1.2 Vertical; 1.3.1.3 Internal; Multidisciplinary Internal Communication; Alternatives Resulting from Technology Change; 1.3.1.4 External; Benefits; Barriers; Social Media Press Release (SMPR); To Do List; 1.3.2 New Generation Communication. 1.3.2.1 Communication Mix1.3.2.2 Combination of Online and Traditional Media; 1.3.2.3 New Reading Habits; Changing Nature of Publications; Less Parental Guidance; Screen-Bound Reading; Shorter Attention Span; 1.3.2.4 Effectiveness of Communication; 1.3.3 Two-Way Communication (Read Sects. 3.1.2, 3.3.1 and 7.16.2.4); 1.3.3.1 Asymmetric Versus Symmetric(Read Sect. 7.17.1); 1.3.3.2 Two-Way Symmetrical Model; Win-Win Concept; Opposition; Proof of Benefit; 1.3.4 Public Diplomacy; 1.3.4.1 Public Diplomacy and Corporate Communication; Relationship Concept; Relations are Relative. 1.3.4.2 Pragmatic Mix1.3.5 Information Overload; 1.3.5.1 Surplus; 1.3.5.2 Managing the Information Overload; Making Choices; Newsworthiness(Read Sects. 3.2.4.1 and 7.17.3.3); Better Focus; Better Structuring; Short Messages; Improving Message Appeal; Using Power Words; Adding Links(Read Sect. 3.3.1.8); Adding Social Components(Read Sect.1.4.2.3 and Chap. 9); Creating a Hook; Hooks for Press Releases; Headline Hooks; Celebrity Endorsements/Testimonies(Read Sect. 8.9.5.3); Partnering "Ambassadors"; 1.3.6 Credibility; 1.3.6.1 Words and Deeds; 1.3.6.2 Lies; 1.3.7 Political Correctness. 1.3.7.1 History1.3.7.2 Sensitivity; 1.3.7.3 Potential Weapon; 1.3.7.4 Self-imposed Censorship; 1.3.7.5 Company Caution; 1.3.8 Managing Disinformation(Read Sect. 7.14.1); 1.3.9 Alternative Facts and Fake News; 1.3.9.1 Unmasking Fake News; 1.3.9.2 Corporate Response to Fake News (Read Sects. 7.14.7 and7.14.10); 1.3.9.3 Corporate Defence; 1.4 Types of Communication; 1.4.1 Voluntary and Involuntary Communication; 1.4.2 Direct and Indirect Communication; 1.4.2.1 Direct Communication; 1.4.2.2 Indirect Communication; Non-verbal Communication; Meta-Communication; Body Language. Visual CommunicationImages; Pictographs*; Different Forms of Pictographs; Pictographs' Relevance; Pictograph Use in Internal Communication; Pictograph Use on Twitter(Read Sect. 3.3.2.5); 1.4.2.3 Corporate Philanthropy; Corporate Social Responsibility (CSR); Action Communication; Fields of Activity; Societal Changes; Success Elements; Long-Term Commitment; Employee Involvement; Sponsoring; Definition and Scope; Increasing Attractiveness; Selection Criteria; Objectives; Direct Objectives; Indirect Objectives; Typical Business Objectives; Failures; Realistic Expectations.
Responsibility: Rudolf Beger.

Abstract:

In Asia, companies are starting to realize the importance of corporate communication in all areas (external and internal corporate communication, crisis communication (Example: TEPCO) and  Read more...

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