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This book offers a refreshing approach to the disciplines of Reputation Management and Crisis Communication in short, to Corporate Affairs. Written by an outstanding practitioner of more than thirty years, the reader will find a unique blend of insights from rich professional experience, illustrated with real-life examples, and applicable academic theories. The content is sometimes surprising, but always germane to the subject matter, and comes from a consummate corporate storyteller who insists all effective communication must be interesting, relevant, and compelling. The origins of the text go back to a class taught at the University of Europe for Applied Sciences, Hamburg Campus.
Target audiences are advanced undergraduates, specialists seeking guidance, and everyone following the news and at times asking themselves how businesses and their representatives can get it so wrong.
Table des matières
About this book.- Communication and Corporate Communication.- Social Media.- Corporate Positioning and Branding.- Reputation and Trust.- Corporate Communication: Constituencies and Channels.- Corporate Affairs (1): The Story and how to tell it.- Corporate Affairs (2): In the business.- Media Relations.- Corporate Branding.- Corporate Social Responsibility (CSR).- Internal Communications.- Government Relations.- Theory of Crisis Communication.- Practice of Crisis Communication (1).- Practice of Crisis Communication (2).- The Worst Case.- Conclusion.- Epilogue.
A propos de l'auteur
Dr. Axel Gietz is an international Communications and Corporate Affairs leader with a second-to-none track record built over a long career in which he successfully handled a number of exceptional situations while developing and directing this function globally at several multinational companies in different industries. With his consultancy Headwind Communications, he now supports C-Suite decision makers in times of change and challenge. In parallel, as a lecturer he passes on his knowledge to students of related fields. He holds a Ph.D. in History from Heidelberg University.
Résumé
This book offers a refreshing approach to the disciplines of Reputation Management and Crisis Communication – in short, to Corporate Affairs. Written by an outstanding practitioner of more than thirty years, the reader will find a unique blend of insights from rich professional experience, illustrated with real-life examples, and applicable academic theories. The content is sometimes surprising, but always germane to the subject matter, and comes from a consummate corporate storyteller who insists all effective communication must be interesting, relevant, and compelling. The origins of the text go back to a class taught at the University of Europe for Applied Sciences, Hamburg Campus.
Target audiences are advanced undergraduates, specialists seeking guidance, and everyone following the news and at times asking themselves how businesses and their representatives can get it so wrong.
