Essentials of Corporate Communication by Cees Van Riel

By Cees Van Riel

This full of life and fascinating new booklet addresses a topical and demanding sector of research. assisting readers not just to appreciate, but in addition to use, crucial theoretical notions on id, id, recognition and company branding, it illustrates how speaking with a company’s key viewers depends on all the company’s inner and exterior communique. The authors, top specialists during this box, supply scholars of company verbal exchange with a research-based device field for use for potent company communications and making a confident acceptance. necessities of company communique good points unique examples and vignettes, drawn from numerous US, eu and Asian businesses with a confirmed list of winning company verbal exchange, hence supplying readers top perform examples. Illustrations are drawn from such worldwide businesses as Virgin, IKEA, INVE and Lego. providing the main up to date content material on hand it's a must-read for all these learning and dealing during this box.

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Extra resources for Essentials of Corporate Communication

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A CPS can be used to execute a project requiring an entire communication program for the organization. It can also be used to manage simpler projects such as are involved in corporate sponsorship activities, developing annual reports, or creating internal newsletters. Use of a CPS offers an organization a few concrete advantages: 1. Per project a certain degree of planning is stimulated because an array of protocols (based on research) have to be followed. 2. It is possible to manage and control at a general level because one can “force” employees to absorb certain information such as the common starting points, budgetary constrictions, time-limits etc.

Insofar as organizational expressions and integrative communications rely on “common starting points” that express the organization’s distinctive identity, brand, and strategy, they will be instrumental in generating identification by stakeholders, and so in building the reputation of the organization. As we emphasize throughout this book, coordination and integration are the hallmarks of an effective system for corporate communication. Visual identity systems Organizations express themselves through their communications.

For instance, hotel groups like the Mandarin Oriental or Accor advertise a great deal, but do little else. Similarly with airlines, utilities, and many consumer goods companies. Among nongovernmental organizations (NGOs), Greenpeace is one of the most visible in generating both free publicity and in carrying out co-sponsored advertising. Few other NGOs have the slack resources needed to carry out any advertising at all. Despite the different approaches to communication used by companies, NGOs, and governments, they all allocate significant resources to communication activities.

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