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Corporate Communication by Michael B. Goodman

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CHAPTER 6

Tools and Techniques for External Corporate Communication

The Executive Summary of the CCI Corporate Communication Practices and Trends Study 2011 “confirms corporate communication as a strategic management function and [that] has significant implications for professional practice worldwide.” The Executive Summary also highlights the importance of external communications,

There has been a transformation of the corporate communication discipline through dramatic consolidation of internal and external functions—marketing, public relations, and employee relations.… Increases in external focus are shown through increased budget levels for reputation management, issues management, government relations, and social media functions. These increases ...

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