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Klappentext This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising! journalism and public relations. Among the topics discussed are: - The evolution and nature of the new era and its unique communication needs. - The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments. - The advantages of the complementary use of traditional and new media in reaching the entire targeted audience. - The importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits. This Primer is worth its value in understanding not only about corporate communication but inter-linked aspectslike advertising, PR, customer relations and marketing. Zusammenfassung This accessible book discusses the role of journalism! advertising and public relations in corporate communications. It highlights key issues corporations need to consider when planning their strategies and stersses the critical importance of communication in brand and organization perception. Inhaltsverzeichnis Introduction The 21st Century Corporate: In the Beginning Corporate Communications: A Brand New World The Domains of Influence: Audiences! Communities & Publics Advertising: Beyond the Brand Public Relations: Into the Strategy Realm The Traditional Media: Between the Lines The New Media: Across the Digital Divide Business and Non-Profit Organizations: Communication is Commitment Companies and Corporations: Communicating the Corporate The Corporate Communicator and You: From Signposts to Milestones Index
Sommario
Introduction
The 21st Century Corporate: In the Beginning
Corporate Communications: A Brand New World
The Domains of Influence: Audiences, Communities & Publics
Advertising: Beyond the Brand
Public Relations: Into the Strategy Realm
The Traditional Media: Between the Lines
The New Media: Across the Digital Divide
Business and Non-Profit Organizations: Communication is Commitment
Companies and Corporations: Communicating the Corporate
The Corporate Communicator and You: From Signposts to Milestones
Index
