Includes bibliographical references and index.

Previous edition: 2013 Chapter 1: The Changing Environment for Business Case: Google in China Chapter 2: Communicating Strategically Case: Carsen Container Chapter 3: An Overview of the Corporate Communication Function Case: Sweet Leaf Tea Chapter 4: Identity, Image, Reputation, and Corporate Advertising Case: Jet Blue' Airways: Regaining Altitude Chapter 5: Corporate Responsibility Case: Starbuck's Coffee Company Chapter 6: Media Relations Case: Adolph Coors Company Chapter 7: Internal Communications Case: Westwood Publishing Chapter 8: Investor Relations Case: Steelcase, Inc. Chapter 9: Government Relations Case: Disney's America Theme Park: The Third Battle of Bull Run Chapter 10: Crisis Communication Case: Coca-Cola India

Corporate Communication stresses the importance of creating a coordinated corporate communication system, and describes how organizations can benefit from important strategies and tools to stay ahead of the competition. Cases and examples of company situations relate to the chapter, and highlight the strategies companies have used to stay ahead. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems