Essentials of Corporate Communications

Cees B.M. van Riel and Charles J. Fombrun

This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company’s key audience depends upon all of the company’s external and internal communication. The authors, leadings experts in this field, provide students of corporate communication with a research-based toolbox to be used for effective corporate communications and creating a positive reputation.

Essential of Corporate Communications features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Shell, Microsoft, Altria and Johnson & Johnson. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.

Review
"In the past decade Charles Fombrun and Cees van Riel have succeeded in making reputation relevant to professional experts and the corporate boardroom alike. In yearsto come reputation management will become as indispensable to the corporate world as accounting and business management are right now."
Jules Prast, Executive Vice President & Global Director of Corporate Communications, Royal Philips Electronics

Table of Contents
Introduction: The Communication System
1. What is Corporate Communication?
2. From Communication to Reputation
3. Building Identity and Identification
4. Measuring Corporate Identity
5. Communicating with the Corporate Brand
6. Developing a Reputation Platform
7. Expressing the Company
8. Communicating with Key Stakeholder Groups
9. Assessing the Effectiveness of Corporate Communication
10. Applied Reputation Research
11. Organizing Corporate Communication

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