Corporate Communication: Strategic Adaptation for Global Practice

by Michael B. Goodman, Peter Hirsch

The chief communication officer at a Fortune 500 multinational corporation today faces the challenges of a rapidly changing global economy, a revolution in communications channels fueled by the Internet, and a substantially transformed understanding of what a 21st-century corporation stands for. This book provides an accessible framework for describing these forces and the specific communication challenges that they have thrown at the global corporation.
The text reviews the evolution of society’s response to the development of the modern company and the corporate communication practices that grew up in response to it, as well as examining the impact of globalization, Web 2.0 and the networked enterprise on current corporate relationships with key stakeholders such as customers, employees, shareholders, communities and regulators. In examining these forces and how they are interwoven, the authors offer insights and strategies for deploying effective communication as a strategic business asset in today’s global economy. Designed for the advanced student of corporate communication, the book contains updated guidelines for the management of investor relations, community relations and other corporate relationships in the age of social media. Specific recommendations for how to organize and execute effective communication for the contemporary practitioner working in the communication field are also provided.

239 pages, Hardcover

First published May 1, 2010

About the author

Michael B. Goodman is a corporate communication scholar, educator, and consultant with extensive experience directing academic programs and advising organizations worldwide. He served as Professor and Director of the MA in Corporate Communication at Baruch College, CUNY (2007–2019), and founded CCI Corporate Communication International, Inc. He has held visiting professorships at Aarhus School of Business, Bangkok University, Hong Kong Polytechnic University, and Universita IULM, and has taught at Fairleigh Dickinson University, Northeastern University, NYU, SUNY Stony Brook, and University of Alaska Fairbanks. Goodman founded and directs the annual CCI Conference on Corporate Communication.
He has authored over ten books, including Corporate Communication: Transformation of Strategy and Practice, Crisis Communication, and Corporate Communication: Strategic Adaptation for Global Practice, and contributed numerous articles and chapters on corporate communication, crisis management, and global business practices. He has served on editorial boards, edited special journal issues, and presented extensively at international conferences.
A Fellow of the RSA and The Society for Technical Communication, he is a member of the Arthur W. Page Society and the PR Coalition, and has consulted for more than 40 organizations. He holds a PhD and MA from SUNY Stony Brook and a BA from the University of Texas at Austin.

Reviews

[Mike Love]

One of the best researched and referenced "text books" on Communications I have read. A useful run through of all of the most important issues and challenges in corp comms in a slim volume. I have covered mine with lots of notes!