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Full Description
The most successful communication professionals are no longer just communication experts—they are masters of business. To serve as trusted advisors to the C-suite and to collaborate across the enterprise means it is necessary to have a strong grounding in business acumen.
Mastering Business provides strategic communications and public relations students and professionals with expert insights and advice into the various major business functions and departments. From an assemblage of top strategic communication leaders comes this collection of more than 20 essays from current and former Chief Communications Officers (CCOs). The authors show the business areas that communicators help convene, integrate, and translate across their enterprises and to external stakeholders. Each chapter features a Career Spotlight by the CCO and a C-suite View response from a business leader, including CEOs, presidents, and CFOs from household names like GE, GM, Southwest Airlines, Starbucks, Walgreens Boots Alliance, and SAP.
This collection provides readers with a rare view of the leadership roles played by top strategic communicators inside some of today's most well-known brands and organizations.
Contents
Foreword by Roger Bolton, president, Arthur W. Page Society
PART I. Introduction
1. Advising "the room where it happens": the business case for business acumen; Matthew W. Ragas, Ph.D. and Ron Culp
PART II. Communications, Business Acumen and the C-suite
2. The communicator as integrator; Gary Sheffer & Weber Shandwick
3. Why business acumen matters more than ever; Peter Marino
4. From farm to pharm: business and life lessons learned in the barnyard; Jeffrey A. Winton & Astellas Pharma
PART III. Finance and Investor Relations
5. Taking the numb out of numbers: working with the office of the CFO; Kathryn Beiser
6. The partnership between corporate communications and investor relations; Carole Casto
PART IV. Human Resources and Employee Engagement
7. Mastering business means first understanding your people; Corey duBrowa
8. Employees as drivers of corporate brand and reputation; Paul Gerrard and Angela Roberts
9. Have a seat at the table - not on the fringes; Anne C. Toulouse
PART V. Corporate Strategy, Innovation and Legal
10. Collaborating with strategy and innovation: taking on the challenge to "communicate the amoeba"; Linda Rutherford
11. Telling the story of value creation; Clarkson Hine
12. Lessons from my father: bringing the "greener rules" to corporate strategy and planning; Chuck Greener,
13. Understanding the corporate legal department; Mark Bain & Baker McKenzie
PART VI. Marketing, Brand and Data Analytics
14. Driving to the right place: aligning communications with business goals and objectives; Joe Jacuzzi and Tony Cervone
15. Peas in a pod: communications and the chief marketing officer; Richard Kylberg
16. Learn the language of business and keep what you earn; B. J. Talley
PART VII. Social Responsibility and Transparency
17. Truth, trust and transparency: why hard facts and corporate honesty matter; Matt Peacock
18. How communicators can help corporations make a difference; Stacy Sharpe
19. Communications for social good; Andrew Solomon
PART VIII. Communication and Corporate Transformations
20. Building communications' influence during corporate transformation; Kelly McGinnis
21. Accentuate the positive: the communicator's catalytic effect; Jon Harris
22. Communications leadership that strong leaders expect; Nick Tzitzon
PART IX. Summing Up
23. Observations and conclusions from "Masters of Business"; Matthew W. Ragas, Ph.D and Ron Culp
