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The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Book Description

Praise for The IABC Handbook of Organizational Communication

"Looking to expand your professional abilities? Learn new skills? Or hone your area of expertise? This book delivers an amazing and practical study of our profession—and a guidebook for strategic communication best practices. The Handbook explores the many aspects of our profession with expert insights of the best of the best in communication."—John Deveney, ABC, APR, president, Deveney Communication

"Chalk up a win for Team IABC. Editor Tamara Gillis has assembled a winning lineup of the best communicators to compile this useful, readable Handbook. Not another how-to-do-it tactical manual, this volume draws from theory and global best practices to explain the strategic reasons behind modern communication. A must-read for anyone interested in understanding the communication profession and a useful desktop companion to the professional communicator's dictionary and style guide."—William Briggs, IABC Fellow and director, School of Journalism and Mass Communications, San Jose State University

"It is a real pleasure to read this latest version. It presents a sound, research-based foundation on communication—its importance to organizations, why the function must be strategic, and what it takes to get it right."—John G. Clemons, ABC, APR, corporate director of community relations, Raytheon

"All myths about organizational communicators being brainwashed, biased corporate journalists are out the window. This stellar compendium from dozens of authors, researchers, and editors of high professional stature is timely and forward-thinking. Communication students particularly will benefit from understanding the complex disciplines that intertwine and drive effective organizational communication."—Barbara W. Puffer, ABC, president, Puffer Public Relations Strategies, and associate professor and course chair, Communications Studies and Professional Writing, University of Maryland University College

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Contents
  5. Foreword
  6. PREFACE
    1. Who Should Read This Book?
    2. How This Book Is Organized
    3. Acknowledgments
    4. References
  7. ABOUT THE AUTHORS
  8. PART ONE: FOUNDATIONS OF BUSINESS COMMUNICATION
    1. CHAPTER ONE: CHARACTERISTICS OF EXCELLENT COMMUNICATION
      1. The Value of Communication to an Organization
      2. Communicator Roles
      3. Organization of the Communication Function and Its Relationship to Other Management Functions
      4. Models of Public Relations
      5. Extending the Excellence Theory to a Global Theory
      6. The Strategic Management Role of Public Relations
      7. New Research to Enhance the Strategic Role of the Communication Function
      8. References
    2. CHAPTER TWO: THE CORPORATE COMMUNICATOR
      1. A Strategic Role
      2. A Senior-Level Adviser
      3. A Communicator's Portfolio of Skills
      4. What Corporate Communicators Need to Know about Their Organizations
      5. Corporate Communicator Roles
      6. Managing Communication During Change
      7. A Corporate Communicator's Ultimate Responsibility
      8. References
    3. CHAPTER THREE: ORGANIZATIONAL CULTURE
      1. Defining Culture
      2. The Impact of Culture on Organizations and People
      3. Organization Building Blocks and Culture
      4. Assessing an Organization's Culture
      5. Communications and Culture
      6. Communications Is a Critical Process for Cultural Change
      7. The Relationship between Organizational Culture and National Culture
      8. Case in Point: America Online and Time Warner
      9. References
    4. CHAPTER FOUR: COMMUNICATION AND THE HIGH-TRUST ORGANIZATION
      1. Understanding and Valuing Organizational Trust
      2. Our Research Work on Building High-Trust Organizations
      3. Trust and Organizational Excellence
      4. The Organizational Trust Model
      5. Application of the Trust Model for Organizational Leaders and Business Communicators
      6. Conclusion
      7. References
    5. CHAPTER FIVE: COMMUNICATION ETHICS
      1. Cultural Relativism
      2. Ethical Pluralism
      3. Who Is an Ideal Virtuous Person?
      4. Ethical Triage
      5. Factors that Affect Ethical Decision Making
      6. Case in Point: Media Bribery
      7. Conclusion
      8. References
    6. CHAPTER SIX: CORPORATE SOCIAL RESPONSIBILITY
      1. Toward Standardization of CSR
      2. Integrating CSR Communications
      3. Bringing It All Together—Why CSR Matters
      4. References
    7. CHAPTER SEVEN: CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY
      1. Structuring CSR in Large Organizations
      2. Communicating CSR and Sustainability
      3. Building Community Relations on a Local Level
      4. Sustainability and Reputation
      5. Conclusion
      6. References
  9. PART TWO: MANAGING COMMUNICATION
    1. CHAPTER EIGHT: STRATEGIC APPROACHES TO MANAGING THE COMMUNICATIONS FUNCTION
      1. Where Does Communications Reside on the Organizational Chart?
      2. Bridging the Islands of Communication
      3. Outsourcing
      4. How Communications Gets Funded
      5. How Communications Functions Demonstrate Value
      6. The Communicator as Performance Consultant
      7. References
    2. CHAPTER NINE: STRATEGIC PLANNING
      1. Strategic Planning
      2. The Strategic Planning Process
      3. The Role of Strategic Planning in Communication Management
      4. References
    3. CHAPTER TEN: ISSUES MANAGEMENT
      1. How Issues Develop—and How Organizations Can Influence Them
      2. The Five-Step Issues Management Process
      3. Issues Management Improves Communication Effectiveness
      4. Case in Point: Building Grassroots Support for a Development Project
      5. References
    4. CHAPTER ELEVEN: COMMUNICATING CHANGE
      1. Defining Change Communication: A Broader Consideration
      2. What Is the Purpose of Your Communication?
      3. Alignment between Change Communication Competence and Change Communication Expectations
      4. Engaging in the Background Talk of Change
      5. Case in Point: StateSmart and People Change
      6. Conclusion
      7. References
    5. CHAPTER TWELVE: CRISIS COMMUNICATION
      1. Defining Crisis
      2. Crisis Management and Communication
      3. Case in Point: Crisis Management at a Multinational Organization
      4. Conclusion
      5. References
    6. CHAPTER THIRTEEN: THE ROLE OF COMMUNICATIONS IN COMPANY BUSINESS STRATEGY
      1. Understand Business Strategy Fundamentals
      2. Understand Finance Basics
      3. Interview Your Strategy Office
      4. Learn About the Business
      5. Tie Communications Work to Corporate Metrics and Business Strategies
      6. Measure and Report on Management's Promise Record
      7. Contribute to Business Strategy Formulation
      8. Ask Senior Executives What Bugs Them About Communicators and How You Can Better Meet Their Needs
      9. If You Must Ask for Resources (Human or Financial), Make a Business Case
      10. References
    7. CHAPTER FOURTEEN: THE IMPACT OF TECHNOLOGY ON CORPORATE COMMUNICATION
      1. The Perfect Storm
      2. Consequences
      3. The Return to the Marketplace
      4. Integration
      5. The Speed of Change
      6. References
  10. PART THREE: INTERNAL COMMUNICATION
    1. CHAPTER FIFTEEN: INTERNAL COMMUNICATION
      1. Building Blocks of Internal Communication
      2. Social Media: Bringing the Pieces Together
      3. Social Networking at Work: Turning Play into Profit
      4. Exactly Who Is an Employee?
      5. Recognizing Limitations
      6. References
    2. CHAPTER SIXTEEN: COMMUNICATING WITH A DIVERSE WORKFORCE
      1. Diversity and Inclusion
      2. Benefits and Challenges
      3. Diversity and Communication
      4. Case in Point: Lockheed Martin MS2
      5. Conclusion
      6. References
    3. CHAPTER SEVENTEEN: INTEGRATING EMPLOYEE COMMUNICATIONS MEDIA
      1. The New Role of Print
      2. Online Communication in a 2.0 World
      3. Integration: Bringing It All Together
    4. CHAPTER EIGHTEEN: INTERNAL BRANDING, EMPLOYER BRANDING
      1. What It Means
      2. Bad Ideas Executed Badly
      3. Case in Point: A Great Example
      4. The Earth Isn't Flat (But My Budget Is)
      5. Inside Out
      6. References
    5. CHAPTER NINETEEN: COMMUNICATING FOR A MERGER OR AN ACQUISITION
      1. Understanding the Terminology
      2. Preparing for the M&A
      3. Preannouncement Planning
      4. Premerger Planning
      5. Postmerger Cultural Integration
      6. Conclusion
      7. References
    6. CHAPTER TWENTY: THE CHALLENGES OF EMPLOYEE ENGAGEMENT
      1. Workers as Mere Units of Cost
      2. Engagement as a Soft Issue
      3. The Rock Throwers
      4. The Engagement Power of the Boss
      5. Translating It All Into Practical Actions
      6. Driving the Rhinoceros Away
      7. References
    7. CHAPTER TWENTY-ONE: MEASURING THE EFFECTIVENESS OF INTERNAL COMMUNICATION
      1. Step 1: Identify the Problem and Assess Needs
      2. Step 2: Develop a Research Methodology
      3. Step 3: Conduct the Research
      4. Step 4: Analyze the Data
      5. Step 5: Report the Results, Take Action, and Commit to Follow-Up Measurement
      6. Case in Point: Communications Impact Modeling
  11. PART FOUR: PUBLIC RELATIONS
    1. CHAPTER TWENTY-TWO: PUBLIC RELATIONS RESEARCH AND PLANNING
      1. Public Relations Research and Planning
      2. Best Practices in Public Relations Research and Planning
      3. Public Relations Impact on Return on Investment
      4. Conclusion
      5. References
    2. CHAPTER TWENTY-THREE: MEDIA RELATIONS
      1. Defining News
      2. Selecting the Right Media
      3. Media Relations Tools
      4. Measuring Your Results
      5. Case In Point: More Than Mangos Company Launch
      6. References
    3. CHAPTER TWENTY-FOUR: INVESTOR RELATIONS AND FINANCIAL COMMUNICATION
      1. Why Investor Relations?
      2. Shaken Investor Confidence
      3. The Numbers
      4. The Story
      5. Information Central: The Investor Relations Function and Roles
      6. Not All Investors Are Created Equal
      7. The Importance of Communication
      8. The Tools of the Trade
      9. Best Practice Investor Relations Function
      10. Integrating Investor Relations and Corporate Communications
      11. Global Trends
      12. The End Result of a Strong Investor Relations Program
      13. References
    4. CHAPTER TWENTY-FIVE: GOVERNMENT RELATIONS
      1. Defining Government Relations
      2. Models of Government Relations
      3. Government As Key Stakeholder
      4. Importance of Research and Evaluation
      5. Important Processes for Government Relations Activities
      6. Government Relations Structures
      7. Case in Point: Canada: Client “Green”
      8. Case in Point: United Kingdom: Government Relations within Communications
      9. Conclusion
      10. Reference
    5. CHAPTER TWENTY-SIX: REPUTATION MANAGEMENT
      1. Building Reputation: Integrity is Everything
      2. Reputation Monitoring
      3. Enhancing Reputation
      4. Protecting Reputation
      5. Reputation Repair
      6. Case in Point: Good Health Pharmaceuticals
      7. Conclusion: The Secret of Reputational Success Is Sincerity
      8. References
    6. CHAPTER TWENTY-SEVEN: MEASURING PUBLIC RELATIONS PROGRAMS
      1. The Science of Public Relations
      2. What You Need to Know about Public Relations Research
      3. Research Tools for Effective Public Relations Measurement
      4. Conclusion
      5. References
  12. PART FIVE: MARKETING COMMUNICATION
    1. CHAPTER TWENTY-EIGHT: MARKETING COMMUNICATION
      1. Ask and You Shall Receive . . . Several Answers
      2. Contextual Target Marketing
      3. Shall We Do the Fandango?
      4. Speak the Word
      5. The Science of Persuasion
      6. No Day but Today
      7. References
    2. CHAPTER TWENTY-NINE: THE ENGAGEMENT OF BRANDS
      1. Consider How Brands Work
      2. Focus on Brand Fundamentals
      3. Reach For the Big Ideas
      4. Follow All the Steps
      5. Find the Words Before Creating the Visual
      6. Conclusion
    3. CHAPTER THIRTY: CUSTOMER RELATIONS
      1. Remember to Forget the Golden Rule
      2. Segmentation Is the Key to Thinking Like a Customer
      3. Analyze Profitability to Improve Focus
      4. Tie Messages to Consumer Values
      5. Tailor How Messages Are Communicated to Audiences
      6. Determine Which Relationships Should Last Forever
      7. Success for the Twenty-First-Century Communicator
      8. Reference
    4. CHAPTER THIRTY-ONE: MEASURING MARKETING COMMUNICATION
      1. What to Measure
      2. Checkpoints for Measuring Marketing Communication
      3. Challenges of Marketing Communications Measurement
      4. Measurement by Media
      5. Case In Point: American Greetings
      6. References
  13. INDEX
  14. About The International