Today’s
business environment is all about stakeholders. With communication being key to
engaging and building stakeholder relationships, businesses can no longer
afford to neglect this area. Nevertheless, while most agree that
communication is vital to the effective functioning of an organisation, the
actual implementation of communication strategy often does not receive the
attention it deserves. Strategic integrated communication discusses
the complexities of integrated communication (IC) processes and proposes
solutions to some of the more prominent obstacles faced during implementation.
Strategic integrated communication recognises that communication is not an edge function, but is rather interwoven with the very fibre of the organisation. It provides a detailed analysis of IC and contextualises a number of prominent communication challenges within an integrated communication environment. Each chapter includes case studies, activities and discussion questions.
Strategic integrated communication is aimed at both senior undergraduate and postgraduate students in business, human and social sciences.
Chapter 1 Introduction to integrated communication
Chapter 2 The new business environment
Chapter 3 The move towards strategic integrated communication
Chapter 4 Integrated brand communication
Chapter 5 Establishing an organisational culture to support integrated Communication
Chapter 6 Corporate reputation management through integrated communication
Chapter 7 Leadership communication and IC
Chapter 8 Stakeholder relationships within integrated communication
Chapter 9 Governance and strategic integrated communication
Chapter 10 Integrated communication implementation
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