Machine generated contents note: pt. 1 CONCEPTUALIZING AND ORGANIZING CORPORATE COMMUNICATION -- 1.Corporate communication as an academic discipline / Rossella Gambetti -- Learning objectives -- Introduction -- The US school -- The European school -- The Italian approach -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 2.Communicative business: the power of corporate communication to manage complexity / Edoardo Teodoro Brioschi -- Learning objectives -- Introduction -- Communicative business: to meet complexity and to manage it -- Total business communication: the concept and its implementation -- The measurement of total business communication effectiveness -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 3.Public relations in international management / Otto Lerbinger -- Learning objectives -- Introduction -- Players: mapping the international territory -- Identifying global issues --

Contents note continued: Corporate governance -- Communications -- Relationship management: establishing sound and durable relationships -- Rise of the term `corporate diplomacy' -- Case study: Mattel and China -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 4.The organization of the corporate communication function / Donald K. Wright -- Learning objectives -- Introduction -- Historical perspective -- What is corporate communication? -- Functions of corporate communication -- Centralized or decentralized communication? -- Reporting relationships for the communication function -- Advantages and limitations of various reporting models -- Compensation for communication practitioners -- Case study: IBM - the integration of communications and marketing -- Case study question -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- pt. 2 COMMUNICATION STRATEGY AND LEADERSHIP --

Contents note continued: 5.Strategic communication and the entrepreneurial role of the corporate communication officer / Stefania Romenti -- Learning objectives -- Introduction -- Institutionalization of corporate communication in complex organizations -- The strategic role of communication to support organizational isomorphism -- Case study: Banca Monte dei Paschi di Siena -- Case study questions -- Entrepreneurial communication to support change and innovation -- Case study: Ferrari -- Case study questions -- Case study: illycaffe -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 6.Exploring the professional identity of the corporate communication officer: Commander or Chamberlain? / Edoardo T. Brioschi -- Learning objectives -- Introduction: An overview of the corporate communication officer in the firm -- The multiple identities of the CCO -- The role of the CCO in the firm: `Commander' or `Chamberlain'? --

Contents note continued: Case study: the Commander CCO -- Case study questions -- Case study: the Chamberlain CCO -- Case study questions -- The professional identity of the CCO in brief -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 7.Communications professionals in the 2010s: what knowledge - what skills? / Christa Uusi-Rauva -- Learning objectives -- Introduction -- The study -- The increasing importance of communication as a strategic function -- Key knowledge required of the operating environment -- Competencies that new recruits lack -- Key language and communication skills required by communication professionals -- The most suitable education for corporate communicators -- Future challenges faced by communication professionals -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 8.The new reputation-centric CEOs and how to counsel them / Peter Morrissey -- Learning objectives --

Contents note continued: Introduction -- The modern day CEO: Samurai -- Cultural factors -- The role of a modern day CEO's communications counsel -- Planning for the worst: redundancy plans and actions -- Crisis can be an opportunity -- Advice for the advisors -- Communications in a digital age: counsel for CROs -- Case study: The lessons of the BP Gulf disaster -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- pt. 3 ENGAGING STAKEHOLDERS THROUGH COMMUNICATION -- 9.Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation / Rossella Gambetti -- Learning objectives -- Introduction -- The advent of corporate branding -- Defining corporate branding -- The role of corporate communication in corporate branding strategies -- The corporate brand and its link with key corporate intangible assets --

Contents note continued: From stakeholder relationship to stakeholder engagement -- Developing and managing the corporate brand -- Case study: Corporate branding in Whirlpool Corporation -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 10.The power of transparency, authenticity and empathy as drivers of corporate stakeholder engagement / Steve Quigley -- Learning objectives -- Introduction -- Case study: Dell - from hell to humility -- Case study questions -- The train has left the station -- `Naked conversations' -- `Opposites' - at the same time -- Culture is critical -- Earning stakeholder alignment -- Authenticity from the inside out -- Trust and transparency -- Empathy -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 11.Power, new media and today's corporate public relations professionals / Edward J. Downes -- Learning objectives -- Introduction -- Background --

Contents note continued: The power to shape perceptions -- The power of traditional media -- The power to bypass traditional media -- The audience's power to respond -- Traditional or new media - which are more powerful? -- The power of the PR `manager' -- Power and functional specialization -- Powerful questions -- Powerful dilemmas -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 12.Employee communications in the 21st-century organization / Jack LeMenager -- Learning objectives -- Introduction -- What are employee communications? -- Defining the term -- Managing the linkage -- Communications: the key to effective management -- Treating employees with dignity -- Know the team -- People need context -- Activating an initiative -- Change and employee communications -- Securing the debt with collateral -- Factoring in the people -- Case study: Melting pot -- Case study questions -- Core leadership traits -- What is the intent? --

Contents note continued: Employee communications and the brand -- The importance of storytelling -- Ordering up a new brand -- Growing from their roots -- The brand starts with engaged employees -- Brand equals culture equals brand -- Internal chemistry -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- pt. 4 INTEGRATING COMMUNICATION -- 13.The conceptual bridge between corporate and marketing communications / Joanna Papasolomou -- Learning objectives -- Introduction -- Communications in the contextual global environment -- The movement of communication towards a global brand-oriented approach -- Integrated communication -- The corporate brand perspective -- Integrated marketing communication -- Contextual overview -- Case study: A BMW dealership: joining the disparate elements - community, corporate, marketing -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading --

Contents note continued: 14.Reconceptualizing integration in communication: a co-creation perspective / Sophie Esmann Andersen -- Learning objectives -- Introduction -- Integration: a classical view -- Challenging integration -- Introducing the concept of co-creation -- From intra-organizational practice to co-creation: practical implications -- Case study: Aria Foods -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 15.Convergences and divergences between advertising and public relations / Daniel Tena -- Learning objectives -- Introduction -- Advertising: legal concepts -- Academic perspective on advertising -- Industry concepts: from advertising to commercial communication -- The crisis in the advertising concept -- Public relations: legal concepts -- Academic perspective on public relations -- Industry concepts: public relations or communication? --

Contents note continued: Convergences and divergences between advertising and public relations -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 16.Corporate architecture as a branding tool: a European case study in the finance sector / Angela Bargenda -- Learning objectives -- Introduction: corporate architecture as part of corporate identity -- Corporate visual identity (CVI) -- Corporate architecture (CA) -- Beaux-arts historicism -- Corporate architecture in the finance sector -- Conclusion -- Case study: UBS -- Case study questions -- Chapter summary and conclusions -- Revision questions -- Appendix: guide answers to case study questions -- References -- Further reading -- pt. 5 COMMUNICATING RESPONSIBLY, COMMUNICATING RESPONSIBILITY -- 17.Corporate communication, marketing and value creation (and destruction): the role of respect / Renato Fiocca -- Learning objectives -- Introduction -- Companies and markets: an outline --

Contents note continued: Trust, relationships and resources -- Style, education and respect in market relationships -- Respect in company life -- Conditions for earning respect in the company and the market -- Chapter summary and conclusions -- Revision questions -- Further reading -- 18.Integrated annual reporting and corporate performance: an intangible-based communication perspective / Rossella Gambetti -- Learning objectives -- Introduction -- Omissions in company disclosure and the need for more ethical business behaviours -- From the financial statement to the integrated annual report: an efficient economic/financial communication tool -- Communication-based intangibles: how individual evaluations translate into collective judgements -- The role of communication in the creation of socioeconomic value: a business ethics approach based on trust and credibility -- Integrated financial statement and sustainability report: the perfect match to communicate responsibly --

Contents note continued: Case study: Barilla Group - an analysis of strengths and weaknesses of the company reports -- Case study questions -- Case study: Hera Group - the case of a perfect match -- Case study questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 19.From corporate responsibility to shared responsibility: the new driver of co-creation and innovation / Jonathan Yohannan -- Learning objectives -- Introduction: `trust but verify': a new world order -- Corporate responsibility (CR) defined -- Evolution of CR -- CR business drivers -- Case study: Timeline of Johnson & Johnson engagement -- Case study questions -- Evolution of CR and communications -- Chapter summary and conclusions: predicting the future -- Revision questions -- References -- Further reading -- 20.The emergence of the social web and its impact on corporate communications practices / Steve Quigley -- Learning objectives -- Introduction --

Contents note continued: Disintermediation -- Listen first, talk second -- Push versus pull -- The power of search -- Why is original content so important? -- Search goes social, and personal -- Google+ -- Flipping the funnel -- The integrated role of internal communication -- `Social enterprises' -- Unleashing frontline employees -- Blurred lines between communication and customer service -- Case study: Would you like honesty with that pizza? -- Case study questions -- Chapter summary and conclusions -- Revision questions -- Appendix: Guide answers to case study questions -- References -- Further reading -- pt. 6 EVALUATING AND DOING RESEARCH ON COMMUNICATION -- 21.Managing the performance of corporate communication: an overview and a framework proposal / Stefania Romenti -- Learning objectives -- Introduction -- The process evaluation school of corporate communication -- The performance measurement school of corporate communication --

Contents note continued: Comparison between process evaluation and performance measurement -- Integrating valuation and measurement: adopting a performance management approach -- Case study: Granarolo -- Case study questions -- The proposed communication performance management (CPM) framework -- Chapter summary and conclusions -- Revision questions -- References -- Further reading -- 22.Evaluating corporate reputation: the link with corporate financial performance / Sascha Raithel -- Learning objectives -- Introduction -- Corporate reputation as an intangible asset -- Chain of effects: reputation's impact on shareholder value -- Defining shareholder value -- Efficient market hypothesis and effects of reputation on stock prices -- The financial benchmark model -- Measuring the financial performance effects of reputation -- The reputation management cycle -- Chapter summary and conclusions -- Revision questions -- References -- Further reading --

Contents note continued: 23.Current research frontiers on corporate communication: the heuristic value of online qualitative research / Guendalina Graffigna -- Learning objectives -- Introduction -- The internet: a co-creative touch point for corporate communication -- Qualitative research: a powerful lens on co-creative online communication -- Internet communication and qualitative research: a promising match -- Qualitative research `on' the Internet: user-generated content analysis -- The integrated mixed methods approach: a research example -- Qualitative research `via' the internet: online focus groups -- Choosing an online qualitative research tool -- Case study: Fostering the value of `made in Italy' -- Case discussion questions -- Chapter summary and conclusions -- Revision questions -- References -- Further reading.