Strategic Corporate Communication

This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique ''reverse engineering'' approach, it takes apart the components of corporate communication, examines the mechanics, then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations.

This textbook will be recommended reading for  advanced undergraduate and postgraduate students studying PR, corporate or strategic communications, either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies, especially those wishing to work in acommunications role for a corporate or not-for-profit organisation after university.