Handbook of Corporate Communication and Public Relations

463 Pages·2011·3.63 MB·English

by  Sandra M. Oliver

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HANDBOOK OF
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AND PUBLIC RELATIONS
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A comprehensive addition to existing literature, the Handbook of Corporate Communication and
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Public Relationsprovides an excellent overview of corporate communication, clearly positioning
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the field’s most current debates. Synthesizing both multidisciplinary and interdisciplinary
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approaches, it offers readers the in-depth analysis required to truly understand corporate com-
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munication, corporate strategy and corporate affairs as well as the relevant public relations
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issues. Written by academics based in Europe, Asia and North America, the text is well illus-
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trated with contemporary case studies, drawing out the most pertinent best practice outcomes
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and theoretically based applications.
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Its four parts cover national communication; international communication; image, identity
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and reputation management; and the future for corporate communication theory and practice.
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With a refreshing new approach to this subject, the authors challenge reductionist views of
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corporate communication, providing persuasive evidence for the idea that without an organ-
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izational communication strategy, there is no corporate strategy.
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The Handbook of Corporate Communication and Public Relationsis an essential one-stop refer-
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ence for all academics, practitioners and students seeking to understand organizational
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communication management and strategic public relations.
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Sandra M. Oliver is a corporate communication academic at Thames Valley University,
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London, where she founded and also directs the MSc Corporate Communication Programme.
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A consultant research practitioner and former industrial PR, she is founding Editor-in-Chief of
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Corporate Communication: An International Journal and has written extensively, including Public
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Relations Strategy (2001) and Corporate Communication: Principles, Techniques and Strategies
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(1997).
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© 2004 Sandra Oliver for editorial matter and selection;
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2 HANDBOOK OF
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4 CORPORATE COMMUNICATION
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6 AND PUBLIC RELATIONS
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10 PURE AND APPLIED
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Edited by
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Sandra M. Oliver
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© 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
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Contents
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4222 List of figures
5 List of tables
6 Notes on contributors
7 Foreword
8 Preface
9 Acknowledgements
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2 PART I: CORPORATE COMMUNICATION AT NATIONAL LEVEL
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4 1 Diversity programmes in the contemporary corporate environment
5 Don R. Swanson
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2 A best-practice approach to designing a change communication programme
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Deborah J. Barrett
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3 Knowledge management for best practice
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Stephen A. Roberts
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2 4 Corporate and government communication: relationships, opportunities
3 and tensions
4 Kevin Moloney
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5 Priorities old and new for UK PR practice
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Gerald Chan
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6 Communication similarities and differences in listed and unlisted
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family enterprises
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Liam Ó Móráin
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2 7 Strategic challenges for corporate communicators in public service
3222 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
8 Communication audits: building world class communication systems
Dennis Tourish and Owen Hargie
9 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 The impact of terrorist attacks on corporate public relations
Donald K. Wright
21 Public relations and democracy: historical reflections and implications
for practice
Jacquie L’Etang
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors
1222 PART IV: THE FUTURE IS NOW
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22 Visualizing the message: why semiotics is a way forward
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Reginald Watts
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5 23 Methodological issues for corporate communication research
6 Richard J. Varey
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24 Communication for creative thinking in a corporate context
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Glenda Jacobs
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10 25 Language as a corporate asset
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26 Arrival of the global village
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Michael Morley
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5 27 Ethics and the corporate communicator
6 Albert S. Atkinson
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28 The new frontier for public relations
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Richard R. Dolphin
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Figures
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4222 2.1 Strategic employee communication model
5 2.2 Three-phased communication strategy plan
6 2.3 Sample SCT structure
7 2.4 Scorecard of current employee communication
8 6.1 Munter communication theory
9 6.2 Assessment framework
20 6.3 Ideal structure for CorpCom function model
1 6.4 Organizational chart of a hypothetical company
2 7.1 Internal audiences
3 7.2 A stakeholder environment
4 10.1 Facets of the global corporate brand
5 14.1 The wheel of integrated marketing
6 14.2 Continuum of integrated corporate communication
7 14.3 Integrated corporate communication assessment profile
8 14.4 Completed integrated corporate communication assessment profile
9 15.1 Tomita’s media gap
30222 15.2 The changing face of Coca-Cola
1 18.1 Monitoring the trust factor
2 18.2 Information costs and choices
3 18.3 Likely causes of crises
4 18.4 A crisis impact model
5 18.5 Elements of a business continuity plan
6 18.6 The action stations framework: a co-dependency model
7 18.7 First Interstate: normal organization
8 18.8 First Interstate: emergency organization
9 18.9 Scotiabank’s incident response
40 18.10 Scotiabank’s approach to emergency management
1 18.11 Scenario: phases 1 and 2
2 18.12 Scenario: phases 3 and 4
3222 18.13 Scenario: phase 5
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors
19.1 Information flows in an organization
19.2 The flow of information to the outside world
19.3 Cisco
19.4 Microsoft
19.5 Tesco
19.6 McDonald’s
19.7 Crisis management plan
22.1 Toyota
26.1 Trust in institutions, 2003
26.2 Brand evaluator: Europe, 2003
26.3 Brand evaluator: United States, 2003
26.4 Strategic decision making
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors
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Tables
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4222 2.1 Strategic objectives
5 5.1 Which are the topics most important and relevant to PR research today?
6 5.2 Which subjects from the old study should still be included in the new set
7 of research priorities?
8 5.3 Which topics from the new list do you consider to be most important?
9 7.1 Categories of press reports
20 9.1 Los Angeles 1984
1 9.2 Seoul 1988
2 9.3 Barcelona 1992
3 9.4 Atlanta 1996
4 9.5 Sydney 2000
5 12.1 Advertising industry turnover and growth
6 12.2 Advertising expenditure by product category, 2001
7 12.3 Advertising expenditure by medium, 1997
8 12.4 Factors influencing the new name
9 12.5 Names with potentially negative connotations
30222 12.6 Which is your most used marketing medium?
1 12.7 What kinds of events would you consider sponsoring or hosting?
2 12.8 What events have you sponsored in the past three years?
3 12.9 How did you build an association or link between the sponsored event
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5 12.10 How did you integrate the event sponsorship into your marketing mix
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7 12.11 What difficulties have you experienced in reaching the objectives?
8 12.12 Does event sponsorship offer you an advantage in the following factors
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40 12.13 What is your future strategy for event sponsorship?
1 12.14 What role does event sponsorship play in your integrated marketing mix?
2 12.15 Comments on the future development of event marketing in China
3222 12.16 Advertisement by branded product information
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors