Corporate Communication: A 21st Century Primer

Corporate Communications has come into its own. It is recognized today as a strategic brand-building function for companies and organizations around the world today.

Corporate Communications: A 21st Century Primer offers an introduction to the subject and its practical application in the modern organization. The book makes a case for corporate communications as the cornerstone of any corporate growth strategy by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations. The main arguments are supported by real-life case studies. The book is replete with corporate success stories and personal insights from communications professionals with global experience.

Among the topics discussed are:

The evolution and nature of the new era corporate and its unique communication needs.
The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments.
The advantages of the complementary use of traditional and new media in reaching the entire targeted audience.
The importance of subscribing to healthy corporate citizenship practices for both business and non-profit outfits.

Centred around contemporary communication theory and illustrated through numerous examples and case studies, this primer will serve as a text in a wide range of courses including corporate communications, advertising, public relations, customer relationship management, consumer marketing and marketing strategy. It will be of equal value to professionals in these fields.