Raising the Corporate Umbrella : Corporate Communications in the Twenty-First Century

Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations. Corporate communication is one of the most important yet often one of the most misunderstood of all corporate activities. Having moved from reactive to active management of all the organization's voices and touch points, corporate communication is now one of the most critical and valuable resources the organization must manage. Recognizing the changes that have occurred in the organizational approaches, the media systems, the various audiences, and stakeholder groups, Kitchen and Schultz provide a modern-day template for ongoing management of all forms of corporate communication, ranging from the "Voice of the CEO," to crisis management, to management of the corporate brand. Using an array of communication experts and expertise from all over the globe, Kitchen and Schultz focus on the key and critical topics that all communication managers must know and understand. The text is liberally illustrated with cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil, and British Airways. This brings alive the framework necessary to analyze corporate communication strategies and provide clear practical guidelines for successful development and implementation. Raising the Corporate Umbrella is a must for anyone involved in corporate communication, public relations, public affairs, corporate branding, internal communication, and particularly those managers working in multi-national or global organizations. Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyze corporate communications strategies and provide clear practical guidelines for successful implementation Using examples from companies such as the Body Shop, Texaco, and British Airways, the authors introduce the framework necessary to analyse corporate communications strategies and provide practical guidelines for successful implementation Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive.