Foundations of Business Communication Characteristics of Excellent Communication / The Corporate Communicator: A Senior-Level Strategist / Organizational Culture / Communication and the High-Trust Organization / Communication Ethics: Think Like a Professional: Don't Be Idealistic When Sorting Out Right from Wrong / Corporate Social Responsibility: The Communicator's Role as Leader and Advocate / Corporate Social Responsibility and Sustainability / Managing communication Strategic Approaches to Managing the Communications function / Strategic Planning: Timeless Wisdom Still Shapes Successful Communication Programs / Issues Management: Linking Business and Communication Planning / Communicating Change: When Change Just Doesn't Stop: Creating Really Good Change Communication / Crisis Communication: Moving from Tactical Response to Proactive Crisis Preparedness / The Role of Communications in Company Business Strategy / The Impact of Technology on Corporate Communication / Internal Communication Internal Communication / Communicating with a Diverse Workforce / Integrating Employee Communications Media / Internal Branding, Employer Branding / Communicating for a Merger or an Acquisition / The Challenges of Employee Engagement: Throwing Rocks at the Corporate Rhinoceros / Measuring the Effectiveness of Internal Communication / Public Relations Public Relations Research and Planning / Media Relations / Investor Relations and Financial Communication / Government Relations: Connecting Communication to the Public Policy Process / Reputation Management: Building, Enhancing, and Protecting Organizational Reputation in the Information Age / Measuring Public Relations Programs / Marketing Communication Marketing Communication / The Engagement of Brands / Customer Relations: Smart Organizations Think Like Their Customers / Measuring Marketing Communication