The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside. Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication. The practical insights demonstrated via cases including Google, Unilever and Barclays make this book useful reading for MBA and other graduate classes across areas such as public relations and reputation management as well as thinking managers across the globe.

The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside. Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication. The practical insights demonstrated via cases including Google, Unilever and Barclays make this book useful reading for MBA and other graduate classes across areas such as public relations and reputation management as well as thinking managers across the globe.

Providing a toolbox for understanding amd implementing corporate communication, Essentials of Corporate Communication is a lively and engaging new text on this topical area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, this text illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication. The text features original examples and vignettes, drawn from a variety of US, European and Asian companies that have a proven record of successful corporate communication programs - thus offering readers best practice examples. With an engaging style and the most up-to-date content available, this contemporary textbook is a must-read for all those studying and working in the area. The book also features discussion questions for students, chapter introductions, reflection and key points boxes. It uses well-known companies such as Boeing, Volkswagen, Johnson & Johnson, Virgin, and IKEA as examples; as well as issues such as the Gulf War to illustrate key points.