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基本説明
Challenges the idealized notion that organizations can and should communicate as unified wholes.
Full Description
The field of corporate communications describes the practices organizations use to communicate as coherent corporate `bodies'. Drawing on the metaphor of the body and on a variety of theories and disciplines the text challenges the idealized notion that organizations can and should communicate as unified wholes.
The authors pose important questions such as:
- Where does the central idea of corporate communications come from?
- What are the underlying assumptions of most corporate communications practices?
- What are the organizational and ethical challenges of attempting truly `corporate' communication?
Clearly written with international vignettes and executive briefings, this book shows that in a complex world the management of communication needs to embrace multiple opinions and voices.
Rewarding readers with a deeper understanding of corporate communications, the text will be a `must read' for advanced undergraduates, graduate students, and scholars, in the arenas of corporate communications, organizational communication, employee relations, marketing, public relations and corporate identity management. Practitioners in these areas will be provoked to re-examine their assumptions and habits.
Contents
PART ONE: THE NEW CORPORAL PROJECT
The Emergence of Corporate Communications
Rehabilitating the Corporate "Soul"
The Scope of Integrated Communication
Apprehending an Expanding Body
Corporate Branding and Identity
The Body Is Marked
Corporate Reputation and Stakeholder Communication
The Body in the Eyes of the "Other"
PART TWO: BEHIND THE CORPORAL PROJECT
Justifying Corporate Communications
Diagnosing the Fragile Body
Corporate Communication as Control
The Body is Disciplined
Corporate Communication and Flexibility
Towards an Agile Body
Corporate Communication as Polyphony
A Body with Multiple Voices
