View
218
Download
1
Category
Preview:
Citation preview
Table of ContentsPreface to the Sixth Edition ivA Note on the Case Method xAcknowledgments xiii
Chapter 1The Changing Environment forBusiness 1Attitudes toward American Business throughthe Years 1Hollywood: A Window on Main Street andWall Street 7The Global Village 8How to Compete in a Changing Environment 11
Recognize the Changing Environment 11Adapt to the Environment without Compromising
Principles 12Don't Assume Problems Will Magically Disappear 13Keep Corporate Communication Connected to
Strategy 15Conclusion 16Two Kids in a Sandbox 17Don't be Evil 18The Chinese Market 19NGOS, Competitors, and Congress MakeNoise 20Pressure from Shareholders and China 22Case Questions 23
Chapter 2Communicating Strategically 29Communication Theory 29Developing Corporate CommunicationStrategies 31
Setting an Effective Organization Strategy 31Analyzing Constituencies 35Delivering Messages Effectively 40Constituency Responses 43
Conclusion: The Corporate CommunicationConnection to Vision 44Case Questions 46
Chapter 3An Overview of the CorporateCommunication Function 47
48
50
of Corporate
From "PR" to "CorpComm"The First Spin Doctors 48A New Function Emerges 49Corporate Communications TodaySpecific Responsibilities
Communications 50To Centralize or Decentralize Communica-tions? 51Where Should the Function Report? 53
Working Strategically with External PR andCommunication Agencies 57The Subfunctions within the Function 58
Identity, Image, and Reputation 58Corporate Advertising and Advocacy 60Corporate Responsibility 61Media Relations 62Marketing Communications 63Internal Communications 64Investor Relations 64Government Relations 65Crisis Management 65
Conclusion 66Tea Drinkers Heaven 68From Moonshine to Big TimeGrowing Their Brand 68Communications Role 69Case Questions 70References 70
XVII
68
xviii Table of Contents
Chapter 4Identity, Image, Reputation, andCorporate Advertising 71What Are Identity and Image? 72Differentiating Organizations through Identityand Image 73Shaping Identity 74
A Vision That Inspires 74Corporate Brands 75Putting It All Together: Consistency Is Key 78
Identity Management in Action 80Step 1: Conduct an Identity Audit 80Step 2: Set Identity Objectives 81Step 3: Develop Designs and Names 82Step 4: Develop Prototypes 83Step 5: Launch and Communicate 84Step 6: Implement the Program 84
Image: In the Eye of the Beholder 85Building a Solid Reputation 87
Why Reputation Matters 87Measuring and Managing Reputation 89Corporate Philanthropy 90
What Is Corporate Advertising? 91Advertising to Reinforce Identity or Enhance
Image 92Advertising to Attract Investment 93Advertising to Influence Opinions 95
Who Uses Corporate Advertising andWhy? 96
Increase Sales 96Create a Stronger Reputation 98Recruit and Retain Employees 100
Conclusion 101JetBlue Takes Off 102The Perfect Storm 104On Thin Ice 104Misery Loves Coverage 105Congress Comes Calling 106Conclusion 107Case Questions 107
Chapter 5Corporate Responsibility 109What Is Corporate Responsibility? 110
The UN Global Compact Ten Principles 112
The Twenty-First Century's CR Surge 114The Upside of CR 117
CR and Corporate Reputation 120Consumer Values and Expectations: Taking Matters
into Their Own Hands 121Investor Pressures: The Growth of Socially Responsible
Investing 123Responsibility Inside and Out: Employee Involvement
in CR 124Strategic Engagement: The Continued Influence of
NGOs 128Being Green: The Corporation's Responsibility to the
Environment 130Communicating about CorporateResponsibility 133
A Two-Way Street: Creating an OngoingDialogue 134
The Dangers of Empty Boasting 134The Transparency Imperative 135Getting It Measured and Done: CR Reporting 136
Conclusion 138Fair Trade Coffee 140Starbucks' Issues with Fair Trade Coffee 140The Starbucks Culture 141The Fair Trade Decision 144Case Questions 144
Chapter 6Media Relations 145
The Evolution of the News Media 145The Growth of Business Coverage in the Media 147
Building Better Relation with the Media 148Conducting Research for Targeting Traditional
Media 150Researching and Engaging the Expanded "Press" 152Responding to Media Calls 153Preparing for Media Interviews 154Gauging Success 156Maintaining Ongoing Relationships 157
Building a Successful Media RelationsProgram 159
Involve Media Relations Personnel in Strategy 159Develop In-House Capabilities 160Use Outside Counsel Strategically 160
Table of Contents xix
Developing an Online Media Strategy 160Extend Your Media Relations Strategy to the
Blogosphere 162Handle Negative News Effectively 164
Conclusion 165History of the Adolph Coors Company 167The Coors Mystique 167The Nature of the Brewing Industry 168Marketing and Distribution at Coors 168Management-Labor Relations at Coors 169Nationwide Boycott 170Federal Lawsuit 170David Sickler and the AFL-CIO 171Corporate Communication at Coors 171Shirley Richard 172Confrontational Journalism 172Open or Closed Door? 173Case Questions 174
Chapter 7Internal Communications 175
Internal Communications and the ChangingEnvironment 176Organizing the Internal CommunicationEffort 177
Goals for Effective Internal Communications 178Where Should Internal Communications
Report? 179Implementing an Effective. InternalCommunication Program 180
Communicate Up and Down 181Make Time for Face-to-Face Meetings 182Communicate Online 183Create Employee-Oriented Publications 184Communicate Visually 186Focus on Internal Branding 187Consider the Company Grapevine 188
Management's Role in Internal Communi-cations 189Conclusion 191Westwood Publishing Background 192Corporate Communication at Westwood 193
The Voluntary Severance and Early RetirementProgram 193Communicating About the Plans 194Case Questions 194
Chapter 8 ~—~—^Investor Relations 195
Investor Relations Overview 195The Evolution of Investor Relations 196
A Framework for Managing InvestorRelations 199
The Objectives of Investor Relations 199Types of Investors 200Intermediaries 203
Developing an Investor Relations Pro-gram 208
How (and Where) Does IR Fit into theOrganization? 208
Using IR to Add Value 209Investor Relations and the ChangingEnvironment 212Conclusion 214History of Steelcase, Inc. 215Identity, Vision, and Reputation 215The Initial Public Offering 216Steelcase as a Public Company (IPO TO JUNE2000) 217The Investor Relations Effort (1998-2000) 218Case Questions 220
Chapter 9Government Relations 221
Government Begins to Manage Business: TheRise of Regulation 222
The Reach of the Regulatory Agencies 223How Business "Manages" Government: TheRise of Government Relations 224
The Government Relations Function Takes Shape 225The Ways and Means of ManagingWashington 228
Coalition Building 228
xx Table of Contents
CEO Involvement in Government Relations 229Lobbying on an Individual Basis 229Political Action Committees 231
Conclusion 232The Controversy Comes to a Head 234The Disney's America Concept andLocation 235The Virginia Piedmont 236Disney's Plans Revealed 237Piedmont Opposition 239Disney's Campaign 240The PEC's Campaign 241The Vote 241The Historians and Journalists Take Over 241Disney's Response 244Congressional Hearing 245The Debate Continues 245The Decision 246Case Questions 246
Chapter 10Crisis Communication 247
What Is a Crisis? 247Crisis Characteristics 249
Crises from the Past 25 Years 2501982: Johnson & Johnson's Tylenol Recall 2511990: The Perrier Benzene Scare 2521993: Pepsi-Cola's Syringe Crisis 253The New Millennium: The Online Face of Crises—
Data Theft and Beyond 255How to Prepare for Crises 262
Assess the Risk for Your Organization 263Set Communication Objectives for Potential
Crises 265Analyze Channel Choice 265
Assign a Different Team to Each Crisis 266Plan for Centralization 266What to Include in a Formal Plan 267
Communicating during the Crisis 269Step 1: Get Control of the Situation 270Step 2: Gather as Much Information as Possible 270Step 3: Set Up a Centralized Crisis Management
Center 270Step 4: Communicate Early and Often 270Step 5: Understand the Media's Mission in a
Crisis 272Step 6: Communicate Directly with Affected
Constituents 272Step 7: Remember That Business Must Continue 272Step 8: Make Plans to Avoid Another Crisis
Immediately 273Conclusion 273History of Coke 276Indian History 279Coke in India 279The Indian Beverage Market 280Marketing Cola in India 281Corporate Social Responsibility 283Previous Coke Crises 284Corporate Communication at Coca-Cola 286NGO Activism 286Indian Regulatory Environment 287The Initial Response 287Gupta's Dilemma 289Case Questions 289Case Bibliography 290
Bibliography 291
Index 295
Recommended