The Theory and Practice of Corporate Communication: A Competing Values Perspective

摘要: Introduction Foreword by Elliot Luber: The Science of Corporate Communication Gods and General Managers L'essence de L'elephant Just in Time... A Brave New, Flat World Take Away A. Why a New Book on Communication? 1. as Field Study Community Practice Missing Link Attempts to Integrate the Challenge Identify Construct Space Overhauling Need for Theoretically Based Organizing Framework Summary Review Questions B. Strategic Communication: An Integrated View 2. Competing Values (CVFCC) Perspectives Functionalism Interpretivism Critical Approaches Self-Efficacy Apollo 13 High Reliability Organizations Systems Goals Balancing Tensions Case Study: Satellite 3. External Image, Internal Identity Sustaining Managing Programs Primary Functions Media Relations Employee Government Investor Starbucks Coffee Company 4. Identity, Reputation, GE: Image Target: Reputation McDonald's: Promoting Effective Strategies Communications Power Symbols: Creating at Agilent Technologies C. 5. Enhancing Public through Issue Management Branding Johnson & Spokesperson Adolph Coors 6. Stakeholders Working with Financial Analysts Stockholder Confidence Reporting Social Responsibility Performance Success Story Ethics Press Stockholders 7. Externally Derived, Internally Enforced Policy Fields Firms Rush End Reform Importance Altria American Red Cross Regulations Boundary Spanning Interdependence Shaping Favorite Policies Supplier Anti-Trust against Microsoft 8. Aligning Conversation Asking Right Rather than Giving Solutions Motivating Employees Integrating Assimilating Employees-The Role Culture Mapping Training Organization Avoiding Trap Knowing-Doing Positive Relationships Message Orientations Diamond Model Interactions Organizational Integrity: Contract FedEx Hanover Software D. 9. Marketing Advertising Southwest Airlines Sustainability PR Nonprofit Constituencies E-Channels Ethical Wal-Mart Its Strategy 10. Enron: Tactics Arthur Andersen: Turning Blind Eye Tyco: Stealing Vanity WorldCom: Giant Falls Union Carbide Sarbanes-Oxley Act 2002 Implementation Challenges Enforcement Illinois "60 Minutes": Communicating About 11. Rule Theory: Rationalistic Approach Humanistic Roles: Perspective Facilitating Vertical Information Technology Informal Networks Structures Horizontal Processes Loosely Coupled Managerial CEO Board Directors Structural Standards Reforms between Members Building an Paradoxical Twins-Acme Omega Electronics E. Analysis Control 12. Stakeholder Stakeholders: CVFCC Firm-Stakeholder StarKist Principles Messages Steps Sources Assessing Stakeholders' Perceptions Using Granite City: Doing More Less 13. Audits within Uncertainty Reduction Process Audit Benefits Identifying Activities Across Levels Contextual Factors Assessment Roles Skills Diagnosing Cultural Types Health Care Planning Project F. Crisis Patterns Response 14. Fire Deloitte Office Tower Madrid: Spain Maintains Activity Failures Failure Dow Corning University Maryland NASA Texas Eastern Transmission Corporation Verizon: Protecting Exchange Restoring Stages Crises Tylenol Tampering Scare 15. Conclusion Maestro Theory Integrative Acquisition Abbott Hospital Mt. Mercy Acquires First Six Months BelBeck Production References Index Author