Preface.

About the Authors.

Part One: Foundations of Business Communication.

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

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

3 Organizational Culture (Paul M. Sanchez).

4 Communication and the High-Trust Organization (Pamela Shockley-Zalabak and Sherwyn Morreale).

5 Communication Ethics: Think Like a Professional: Don't Be Idealistic When Sorting Out Right from Wrong (Mark McElreath).

6 Corporate Social Responsibility: The Communicator's Role as Leader and Advocate (Mary Ann McCauley).

7 Corporate Social Responsibility and Sustainability (Rob Briggs).

Part Two: Managing Communication.

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

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

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

11 Communicating Change: When Change Just Doesn't Stop: Creating Really Good Change Communication (Jennifer Frahm).

12 Crisis Communication: Moving from Tactical Response to Proactive Crisis Preparedness (Caroline Sapriel).

13 The Role of Communications in Company Business Strategy (Kellie Garrett).

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

Part Three: Internal Communication.

15 Internal Communication (Brad Whitworth).

16 Communicating with a Diverse Workforce (Tamara L. Gillis).

17 Integrating Employee Communications Media (Steve Crescenzo).

18 Internal Branding, Employer Branding (Patrick Grady).

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

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

21 Measuring the Effectiveness of Internal Communication (John Williams).

Part Four: Public Relations.

22 Public Relations Research and Planning (Don W. Stacks, Melissa D. Dodd and Rita Linjuan Men).

23 Media Relations (Wilma K. Mathews).

24 Investor Relations and Financial Communication (Karen Vahouny).

25 Government Relations: Connecting Communication to the Public Policy Process (John Larsen and Anna Marie Willey).

26 Reputation Management: Building, Enhancing, and Protecting Organizational Reputation in the Information Age (Alistair J. Nicholas).

27 Measuring Public Relations Programs (Mark Weiner).

Part Five: Marketing Communication.

28 Marketing Communication (Lorenzo Sierra).

29 The Engagement of Brands (D. Mark Schumann).

30 Customer Relations: Smart Organizations Think Like Their Customers (Morgan Leu Parkhurst).

31 Measuring Marketing Communication (Lin Grensing-Pophal).

Index.