Role of Language and Corporate Communication in Greater China [recurso electrónico] : From Academic to Practitioner Perspectives

This book features not only the latest trends but also academic and industry practitioner stakeholders’ perspectives on language and functional role issues facing the rapidly developing corporate communication (CC) profession in the Greater China region. The book also explores the implications for Western societies that cross-culturally engage with Chinese partners in CC practices. The book’s chapters are oriented on five main themes, namely: Development of the CC Profession, Bilingual Practices in Corporate Communication, Corporate Social Responsibility, Employee Communications, and Media Discourse & Persuasive Communication. The first two cluster themes feature a review of the PR/CC profession’s evolutionary path to its current status as a more distinct and diversified CC profession emphasizing the role of language and particularly the bilingualism phenomenon, whereas the other cluster themes, which adopt the perspectives of academics and those of CC practitioners, span from cross-cultural, profession-wide and bilingual communication issues to applications of heuristic knowledge within industry-specific workplace contexts. Front Matter....Pages i-xix Front Matter....Pages 1-1 The Development of the Corporate Communication Profession in Hong Kong....Pages 3-25 A Review of Corporate Communication Practices and Trends in the USA and China....Pages 27-48 Becoming a Successful Corporate Communication Practitioner in International Business Consultancy....Pages 49-74 Front Matter....Pages 75-75 Bilingual Practices in Corporate Communication Functions: Verbal Skills in Focus....Pages 77-90 Communication Styles Embedded in the Bilingual e-Messages of Corporate Leaders in Greater China....Pages 91-108 Translation Strategies in Bilingual Corporate Communication....Pages 109-124 Front Matter....Pages 125-125 Communicating Corporate Social Responsibility in Singapore: Toward More Effective Media Relations....Pages 127-148 The High-Hanging Fruit: CSR in the Context of the Chinese Food and Beverage Industry....Pages 149-173 Corporate Social Responsibility in a US Context....Pages 175-190 Front Matter....Pages 191-191 Distributions of Conflict Potentials Among Western and Chinese Employees in Multinational Corporations in China....Pages 193-202 Can Internal Communication Drive Business? An Overview of Its Strategic Values and Practice Tips....Pages 203-222 Front Matter....Pages 223-223 Pragmatist, Evangelist, or Sensualist? Emotional Branding on Sina Weibo....Pages 225-239 Persuasive Communication Skill Development for Corporate Communication Practitioners in Sino-American Contexts....Pages 241-258