Strategic Corporate Communication

This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique 'reverse engineering' approach it takes apart the components of corporate communication examines the mechanics then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations.<br/><br/>This textbook will be recommended reading for advanced undergraduate and postgraduate students studying PR corporate or strategic communications either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies especially those wishing to work in a communications role for a corporate or not-for-profit organisation after university.