Description
The text grounds corporate communication in theoretical research and marketplace practices that demonstrate foundational corporate communication elements such as strategy, brand, storytelling, communities, messaging, context, ethics, influence, research and measurement, leadership and management, and change.
Each chapter introduces relevant theory related to a particular topic, ways in which the information can support career planning, and how the content and skills covered in the chapter apply in the context of the work environment or future interactions with clients. Practical application opportunities at both the personal and organizational level encourage careful reflection throughout. The inclusion of SWOT exercises and case studies with guiding questions inspires critical thinking and further exploration.
Strategic Corporate Communication is an ideal text for upper-division undergraduate and graduate-level courses in strategic, public relations, corporate, branding, professional, and marketing communication.
Book Information
ISBN 9781516532735
Author Ross Brinkert
Format Paperback
Page Count 280
Imprint Cognella, Inc
Publisher Cognella, Inc