Preface.

About the Authors.

PART ONE: BUSINESS COMMUNICATION IN THE EVOLVING CORPORATION.

1 Characteristics of Excellent Communication (James E. Grunig, Larissa A. Grunig).

2 The Corporate Communicator: A Senior-Level Strategist (Nick Durutta).

3 Organizational Culture (Paul M. Sanchez).

4 The Communication of Trust (Pamela Shockley-Zalabak, Kathleen Ellis).

5 Communication Ethics: Sorting Out What Is Right and Wrong (Mark P. McElreath).

PART TWO: MANAGING COMMUNICATION.

6 Strategic Approaches to Managing the Communications Function (Diane M. Gayeski).

7 Strategic Planning: Timeless Wisdom Still Shapes Successful Communication Programs (Lester R. Potter).

8 Aligning Internal Employee Communication with Business Strategy (Ayelet Baron).

9 Issues Management: Linking Business and Communication Planning (George McGrath).

10 Change Communication: Twelve Questions to Ask Before Communicating Change (Carol Kinsey Goman).

11 Current Realities in Crisis Communication (Elpi O. Cuna Jr.).

12 Corporate Social Responsibility (Adine Mees).

13 Communicating for a Merger or an Acquisition (Patricia T. Whalen).

14 Managing and Communicating Cultural Diversity (Jenifer Armand-Delille).

15 Communication Counsel in Corporate Communication: The Care and Feeding of Leadership (Mark Schumann).

PART THREE: INTERNAL COMMUNICATION.

16 Internal Communication (Brad Whitworth).

17 Manager-Employee Communication (Hilary Scarlett).

18 Throwing Rocks at the Corporate Rhinoceros: The Challenges of Employee Engagement (Roger D’Aprix).

19 Communicating Major Change Within the Organization (Rodney Gray, Gerard Castles).

20 Internal Communication Media (Tamara L. Gillis).

21 Internal Branding: Employer Branding (R. Alan Crozier).

PART FOUR: PUBLIC RELATIONS.

22 Public Relations Research and Planning (Don W. Stacks).

23 The CEO-Leader as Relationship Builder: Convinced But Unengaged (J. David Pincus, Stephen C. Wood).

24 Successful Media Relations (Brenda Siler).

25 Investor Relations and Financial Communication (Karen Vahouny).

26 Government Relations (Bill Carney).

27 Taking a Leadership Position in the Community: It Is About More Than Writing a Check (Mary Ann McCauley).

28 Public Relations and Ethical Conduct (Meryl David, Todd T. Hattori).

29 Measuring Public Relations Programming (Mark Weiner).

PART FIVE: MARKETING COMMUNICATION.

30 Marketing Communication Today (Lorenzo Sierra).

31 Branding and Brand Management: Integration and Innovation (Paul Mlodzik).

32 Building and Sustaining a Dynamic Corporate Reputation (Alison Rankin Frost).

33 Communication for Customer Satisfaction and Loyalty (Jeff Schmidt).

34 Measuring Marketing Communication (Merry Elrick).

PART SIX: THE FUTURE OF BUSINESS COMMUNICATION.

35 The Future of Measurement in Corporate Communication (Vicci Rodgers).

36 Navigating the Infinite Nature of Knowledge (Kellie Garrett).

37 New Values for a New Workplace (Christopher Nevill)

38 The Future of Integrated Communication (Jane Sparrow).

39 International Communication (Sylvie Testard-Ramírez).

40 The Impact of Technology on Corporate Communication (Shel Holtz).

41 The Future of Business Communication (Katherine Woodall).

Index.