Corporate Communications: Theory and Practice by Joep P. Cornelissen

By Joep P. Cornelissen

Conceal -- Contents -- checklist of packing containers, Figures and Tables -- Preface -- half I: Mapping the sphere -- idea and perform / bankruptcy 1 -- Circumscribing company Communications -- advertising and marketing, Public kinfolk and company Communications / bankruptcy 2 -- company Communications in historic standpoint -- Stakeholders, id and recognition / bankruptcy three -- company Communications in Theoretical viewpoint -- company Communications in perform / half II -- idea and perform / bankruptcy four -- Communications process -- concept and perform / bankruptcy five -- The association of Communications -- thought and perform / bankruptcy 6 -- Communications Practitioners -- Retrospect and Prospect / half III -- bankruptcy 7 -- the way forward for company Communications and different Communications phrases

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The success of the Virgin brand is based on the serious selfpromotion of its CEO Richard Branson through his hot air ballooning exploits, and environmental and community programmes. Sony first aroused public interest for Walkman by giving Walkmans to Japan’s leading musicians, teen idols and magazine editors. McDonalds achieves product awareness for its promotions and products because of effective media relations campaigns that are run alongside advertising campaigns. The Body Shop uses public relations and grass roots campaigning as a model for linking a brand to the advancement of public awareness and customer support for positive social change.

To ensure that different stakeholders indeed conceive of an organization in a favourable and broadly consistent manner, and also in line with the projected corporate identity, organizations need to go to great lengths to integrate all of their communications from brochures to websites in tone, themes, visuals and logos. The stakeholder concept takes centre stage within corporate communications management at the expense of considering the environment just in terms of markets and publics. This is not so much the result of a different way of thinking about markets and publics, as these are still important groups to be addressed by the organization, but concerns a shift towards a more inclusive view in which the organization recognizes a larger number of groups upon which it is dependent (and that literally hold a ‘stake’ in the organization).

B. (eds), Advances in Consumer Research (volume 13). Ann Arbor, MI: Association for Consumer Research, pp. 145–156; Botan, H. , and Hazleton,V. (eds), Public Relations Theory. Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 99–110. J. (1976), ‘Careers and non-communications: the case of academic and applied marketing research’, Journal of Marketing Research, 13 (November), 339–344. P. (2000), ‘Toward an understanding of the use of public relations theories in public relations practice’, Public Relations Review, 26 (3), 315–326.

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