his neighbor was trying to persuade him a violent racket broke out overhead. ‘I’ve got my wife locked in up there,’ explained Wilson calmly. ‘She’s going to stay there till the day after tomorrow and then we’re going to move away.’ Micelis was astonished;nished; they had been neighbors for four years and Wilson had never
HANDBOOK OF COR PORATE COMMUNICATION AND PUBLIC RELATIONS A comprehensive addition to existing literature, the Handbook of Corporate Communication and Public Relations provides an excellent overview of corporate communication, clearly positioning the field’s most current debates Synthesizing both multidisciplinary and interdisciplinary approaches, it offers readers the in-depth analysis required to truly understand corporate communication, corporate strategy and corporate affairs as well as the relevant public relations issues Written by academics based in Europe, Asia and North America, the text is well illustrated with contemporary case studies, drawing out the most pertinent best practice outcomes and theoretically based applications Its four parts cover national communication; international communication; image, identity and reputation management; and the future for corporate communication theory and practice With a refreshing new approach to this subject, the authors challenge reductionist views of corporate communication, providing persuasive evidence for the idea that without an organizational communication strategy, there is no corporate strategy The Handbook of Corporate Communication and Public Relations is an essential one-stop reference for all academics, practitioners and students seeking to understand organizational communication management and strategic public relations Sandra M Oliver is a corporate communication academic at Thames Valley University, London, where she founded and also directs the MSc Corporate Communication Programme A consultant research practitioner and former industrial PR, she is founding Editor-in-Chief of Corporate Communication: An International Journal and has written extensively, including Public Relations Strategy (2001) and Corporate Communication: Principles, Techniques and Strategies (1997) © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors HANDBOOK OF COR PORATE COMMUNICATION AND PUBLIC RELATIONS PURE AND APPLIED Edited by Sandra M Oliver © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors First published 2004 by Routledge 11 New Fetter Lane, London EC4P 4EE Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001 Routledge is an imprint of the Taylor and Francis Group This edition published in the Taylor & Francis e-Library, 2005 “To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.” © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors All rights reserved No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data A catalog record for this book has been requested ISBN 0-203-41495-0 Master e-book ISBN ISBN 0-203-68057-X (Adobe eReader Format) ISBN 0–415–33419–5 (Print Edition) © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors Contents List of figures List of tables Notes on contributors Foreword Preface Acknowledgements PART I: CORPORATE COMMUNICATION AT NATIONAL LEVEL Diversity programmes in the contemporary corporate environment Don R Swanson A best-practice approach to designing a change communication programme Deborah J Barrett Knowledge management for best practice Stephen A Roberts Corporate and government communication: relationships, opportunities and tensions Kevin Moloney Priorities old and new for UK PR practice Gerald Chan Communication similarities and differences in listed and unlisted family enterprises Liam Ĩ Móráin Strategic challenges for corporate communicators in public service J Paulo Kuteev-Moreira and Gregor J Eglin © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors PART II: CORPORATE COMMUNICATION AT INTERNATIONAL LEVEL Communication audits: building world class communication systems Dennis Tourish and Owen Hargie The Olympic Games: a framework for international public relations Yvonne Harahousou, Chris Kabitsis, Anna Haviara and Nicholas D Theodorakis 10 Facets of the global corporate brand T C Melewar and Chris D McCann 11 Differing corporate communication practice in successful and unsuccessful companies Colin Coulson-Thomas 12 Communicating with 1.3 billion people in China Ying Fan and Wen-Ling Liu 13 Today’s corporate communication function Michael B Goodman 14 Assessing integrated corporate communication David Pickton 15 New technology and the changing face of corporate communication Martin Sims PART III: MANAGING IMAGE, IDENTITY AND REPUTATION 16 Reputation and leadership in a public broadcast company Sandra M Oliver and Anthony Clive Allen 17 Corporate reputation Philip Kitchen 18 Communicating a continuity plan: the action stations framework Sandra M Oliver 19 Crisis management in the internet mediated era David Phillips 20 21 individual chapters, the contributors PART IV: THE FUTURE IS NOW 22 Visualizing the message: why semiotics is a way forward Reginald Watts 23 Methodological issues for corporate communication research Richard J Varey 24 Communication for creative thinking in a corporate context Glenda Jacobs 25 Language as a corporate asset Krishna S Dhir 26 Arrival of the global village Michael Morley 27 Ethics and the corporate communicator Albert S Atkinson 28 The new frontier for public relations Richard R Dolphin © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors Figures 2.1 2.2 2.3 2.4 6.1 6.2 6.3 6.4 7.1 7.2 10.1 14.1 14.2 14.3 14.4 15.1 15.2 18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 18.9 18.10 18.11 18.12 18.13 Strategic employee communication model Three-phased communication strategy plan Sample SCT structure Scorecard of current employee communication Munter communication theory Assessment framework Ideal structure for CorpCom function model Organizational chart of a hypothetical company Internal audiences A stakeholder environment Facets of the global corporate brand The wheel of integrated marketing Continuum of integrated corporate communication Integrated corporate communication assessment profile Completed integrated corporate communication assessment profile Tomita’s media gap The changing face of Coca-Cola Monitoring the trust factor Information costs and choices Likely causes of crises A crisis impact model Elements of a business continuity plan The action stations framework: a co-dependency model First Interstate: normal organization First Interstate: emergency organization Scotiabank’s incident response Scotiabank’s approach to emergency management Scenario: phases and Scenario: phases and Scenario: phase © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors 19.1 19.2 19.3 19.4 19.5 19.6 19.7 22.1 26.1 26.2 26.3 26.4 Information flows in an organization The flow of information to the outside world Cisco Microsoft Tesco McDonald’s Crisis management plan Toyota Trust in institutions, 2003 Brand evaluator: Europe, 2003 Brand evaluator: United States, 2003 Strategic decision making © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors Tables 2.1 5.1 5.2 5.3 7.1 9.1 9.2 9.3 9.4 9.5 12.1 12.2 12.3 12.4 12.5 12.6 12.7 12.8 12.9 12.10 12.11 12.12 12.13 12.14 12.15 12.16 Strategic objectives Which are the topics most important and relevant to PR research today? Which subjects from the old study should still be included in the new set of research priorities? Which topics from the new list you consider to be most important? Categories of press reports Los Angeles 1984 Seoul 1988 Barcelona 1992 Atlanta 1996 Sydney 2000 Advertising industry turnover and growth Advertising expenditure by product category, 2001 Advertising expenditure by medium, 1997 Factors influencing the new name Names with potentially negative connotations Which is your most used marketing medium? What kinds of events would you consider sponsoring or hosting? What events have you sponsored in the past three years? How did you build an association or link between the sponsored event and your brand/company? How did you integrate the event sponsorship into your marketing mix or campaign? What difficulties have you experienced in reaching the objectives? Does event sponsorship offer you an advantage in the following factors compared to traditional advertising? What is your future strategy for event sponsorship? What role does event sponsorship play in your integrated marketing mix? Comments on the future development of event marketing in China Advertisement by branded product information © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors