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Full Description
Business acumen has emerged as a critical competency for communicators. But if you're a public relations, advertising or communication professional that didn't go to business school, how can you make sure you have the abilities and skills to evolve along with your role?
Business Acumen for Strategic Communicators is the book for you. Offering a critical primer for the world of business, Ragas and Culp equip you with the must-have business know-how needed to understand everything from the language and thinking of C-suites and boardrooms, to organizational agility, business models, rules and regulations, the money and the numbers, and even how to read financial statements and reports.
Written for communicators by communicators, the concepts in each chapter are illustrated by expert insight essays written by a diverse group of senior communications leaders, and packed full of case studies, interviews, key terms and cutting-edge research. Brands profiled include Aflac, Costco, CVS Health, Levi Strauss, Mayo Clinic, Southwest Airlines, Target and YMCA of America. With these critical business literacy skills in hand, you will be set to serve with success as strategic counselors to the organizational leaders that are your colleagues, clients, and business partners.
Contents
PART I. Introduction Chapter 1. Strategic Communications and Business Acumen
PART II. Guiding Approaches to Business
Chapter 2. Growth, Innovation and Change
Chapter 3. Agile and Lean Management
Chapter 4. The Purpose-Driven Enterprise
PART III. The People
Chapter 5. Stakeholders and Society
Chapter 6. The Board of Directors and the C-suite
PART IV. The Money and the Numbers
Chapter 7. Finance and the Capital Markets
Chapter 8. Financial Statements and Valuation Essentials
Chapter 9. Corporate Disclosure: Laws, Rules and Regulations
PART V. Business Models
Chapter 10. Strategic Communication Agencies and Consultancies
Chapter 11. In-House Communication Departments and Teams
PART VI. Practice Makes Perfect
Chapter 12. Business Acumen and Professional Development
