Corporate communication : an international and management perspective /: an international and management perspective. (2018)

• Record Type: Book
• Further Information: Note: Otto Lerbinger.
• Authors: Lerbinger, Otto
• Contents: Preface xiii Acknowledgements xv Author Biography xvii Overview of the Book’s Five Parts xix Part I The Extended Enterprise 1 1 Introduction: The Domain of Corporate Communication 5 1.1 Stakeholder Management 6 1.2 Twin Goals of Corporate Communication 7 1.2.1 Strengthening Relationships with Stakeholders 7 1.2.2 Maintaining Corporate Reputation 9 1.3 Conclusions 11 Discussion Questions 12 2 Stakeholder Relations: Investors and Employees 15 2.1 Investor Relations 15 2.1.1 SEC’s Full and Timely Disclosure Rules 16 2.1.2 Feedback and Power 16 2.1.3 Investor Relations Activities 17 2.2 Employee Relations 18 2.2.1 Maslow’s Hierarchy of Needs 18 2.2.2 Employee Communications 19 2.2.3 Recruitment and Training of Workers 20 2.2.4 Helping Workers Adjust to Foreign Employers 22 2.2.5 Labor Unions and Collective Bargaining 22 2.2.6 Standardization vs. Customization of Employee Relations 24 2.3 Conclusions 24 Discussion Questions 25 3 Stakeholder Relations: The Community and Consumers 28 3.1 Community Relations 28 3.1.1 Programs and Activities 29 3.1.2 Importance in Oil and Mining Industries 30 3.1.3 Developing a Community Relations Program 31 3.2 Consumer Relationship Management (CRM) 31 3.2.1 Moving from a Transaction to a Relationship 32 3.2.2 Social Contract and Consumer Rights 33 3.2.3 Power Relationship 34 3.2.4 Social Responsibility to Consumers and Society 34 3.2.5 Emerging Concept of “Social CRM” 36 3.2.6 Privacy 37 3.3 Conclusions 38 Discussion Questions 38 Case 1 General Electric – Profile of a Multi-National Corporation 40 Case 2 Wells Fargo Misapplies CRM 44 Part II Strategic Application of Communication Practices 51 4 Public Relations: Influencing Public Opinion 55 4.1 Historical Connection Between Public Relations and Public Opinion 56 4.1.1 The Public Relations Audit 56 4.1.2 Use of Surveys in Public Relations 57 4.1.3 Current Difficulties with Surveys 58 4.1.4 The Edelman Trust Barometer 59 4.1.5 CNBC/Burson-Marsteller Corporate Perception Indicator 59 4.1.6 Pew Research and Just Capital 60 4.2 Gaining Influence Through Publicity 60 4.2.1 Applying Perception Management: Putting “a Spin” on a Story 61 4.2.2 The Challenge Faced by Publicity: Limited Human “Channel Capacity” 62 4.2.3 Proactive Media Relations Strategy 62 4.2.4 Bernays – A Prominent Publicist 62 4.2.5 Harold Burson – Thoughts About Public Opinion 63 4.2.6 Proactive Media Relations 63 4.3 International Application of Persuasion 64 4.3.1 Public Diplomacy Campaigns 65 4.3.2 Business Support 65 4.3.3 Social Media Support 66 4.4 International Differences and Constraints in Media Relations 66 4.4.1 Use of “Guanxi” and Press Clubs 67 4.4.2 Unprofessional Practices 67 4.4.3 Constraints on Press Freedom 68 4.4.4 Singapore’s Authoritarianism 69 4.4.5 Insult Laws 69 4.4.6 Concentrated Media Ownership 69 4.5 Conclusions 70 Discussion Questions 70 4.A Foreign Media Relations Guide 71 5 Public Affairs: Exercising Power in the Socio-Political Environment 76 5.1 Central Role of Government Relations 77 5.1.1 Government Relations in China 77 5.1.2 Cases of Intervention by Governments 77 5.2 Government Litigation 81 5.3 The Term “Corporate Diplomacy” Grows 82 5.4 Tools of Public Affairs 83 5.4.1 Negotiations 83 5.4.2 Lobbying 84 5.5 Conclusions 86 Discussion Questions 86 6 Global Marketing Communication: Facilitating Exchanges 91 6.1 Integrated Marketing Communication (IMC) 91 6.2 The Marketing Mix: The 4 Ps 92 6.2.1 Product, Price, and Place 93 6.2.2 The Promotion Mix 95 6.3 Accommodating International Differences 98 6.3.1 “Think Global, Act Local” – Global Brand Architecture 98 6.3.2 Standardization vs Customization 99 6.3.3 Recognizing Cultural Differences 100 6.4 Conclusions 101 Discussion Questions 102 7 Social Media and Big Data: Extending Relationships 106 7.1 The Internet 106 7.1.1 Overseas Expansion Invites Languages Other than English 107 7.2 Social Media Marketing 108 7.2.1 Major Types 108 7.2.2 Videos – Additional Impact 110 7.2.3 Viral and Buzz Marketing 110 7.3 Social Media Impact on Corporate Communications 112 7.3.1 Changed Power Relations 112 7.4 Big Data – its Uses and Limitations 113 7.4.1 Analyzing Big Data 113 7.4.2 Applications of Big Data Analysis 114 7.5 Improving the Reliability of Big Data 117 7.5.1 Limitations of Big Data 117 7.5.2 New Approaches and Research Centers 118 7.6 The Future of Big Data – The Next Step 119 7.6.1 Artificial Intelligence (AI) 119 7.7 Conclusions 119 Discussion Questions 120 8 Digital and Social Marketing: Extending Practices and Influencing Behavior 124 8.1 Growth of Digital Marketing 124 8.1.1 Awareness of New Technology by Public Relations and Public Affairs 124 8.1.2 New University Degree Programs and Company Positions 125 8.1.3 Impact of Digital Marketing 126 8.1.4 Role of Public Affairs and Advocacy Advertising 126 8.2 Social Marketing – Changing Consumer and Citizen Attitudes and Behavior 127 8.2.1 Application to Public Health 128 8.2.2 Tackling the Obesity Issue Worldwide 128 8.2.3 Use of Wide Range of Communication Practices 131 8.3 Conclusions 131 Discussion Questions 131 Case 3 High Drug Prices Become a Public Issue 133 Case 4 Uber Requires Public Affairs Assistance and Cultural Overhaul 139 Part III International Perspective 147 9 The Force of Globalization 151 9.1 Conditions That Facilitate Globalization 152 9.1.1 Enabling Effect of Communication and Other Technologies 152 9.1.2 Rise of Scientific Thinking 153 9.2 Drivers of Globalization 153 9.2.1 Search for New Markets 154 9.2.2 Seeking Low Labor Costs 154 9.2.3 Seeking National and Company Growth 156 9.2.4 The Newest Driver: Inversion Deals 157 9.3 Obstacles to Globalization 158 9.3.1 Resurgent Nationalism 159 9.3.2 National Security Concerns 160 9.3.3 Weak Infrastructures 162 9.3.4 Widening Income Disparities 163 9.4 Saving Globalization 164 9.5 Conclusions 165 Discussion Questions 166 10 Interacting with International Players 171 10.1 Powerful MNCs 171 10.1.1 Illustrative Company Profiles 172 10.2 Nation States 173 10.2.1 China’s Antitrust and Bribery Actions 173 10.2.2 France Confronts Google Over Its Tax Deal 174 10.3 Supranational Organizations 174 10.3.1 United Nations 175 10.3.2 World Economic Institutions 177 10.4 European Union 177 10.5 Civil Society 181 10.6 NGOs as Advocacy Groups 182 10.7 Collaboration is Growing 183 10.8 Conclusions 184 Discussion Questions 184 11 Political and Economic Features of Nation States 188 11.1 Major Political Systems and Ideologies 188 11.1.1 Authoritarian Systems 188 11.1
• Edition: 1st
• Publisher Details: Chichester : Wiley Blackwell
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 658.45; Business communication; Communication in management
• Languages: English
• ISBNs: 9781119471158; 9781119471363
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.