| Edition |
First edition. |
| Description |
1 online resource (xxix, 288 pages) |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
"The most successful communication professionals today are no longer just experts at communication, but are masters of business. To serve as trusted advisors to the C-suite that help align and integrate cross-functional teams and departments across the enterprise behind business goals, communicators need a strong grounding in business acumen. Mastering Business for Strategic Communicators provides readers with expert insights on the various major business functions from the top strategic communication leaders who have been there and done that. This collection of 20 essays from current and former chief communications officers (CCOs) focuses on the business areas that strategic communication helps integrate, connect, and translate across the organization and to external stakeholders: the CEO and the board of directors, marketing, human resources, technology, finance and accounting, legal and regulatory, sales and business operations, research and development, and corporate strategy. From the top senior strategic communication leaders from well-known multinational companies, such as Chevron, GE, GM, McDonald's, Starbucks, Southwest Airlines, Beam Suntory, ConAgra, Cargill, USAA and Walgreens, each contributor writes about his/her experience working with and mastering one of the above areas and also about their professional individual career journey. Each chapter provides readers with a broad view of the collective essential business knowledge needed for strategic communication success, proving essential reading for students of strategic communications, public relations, advertising, marketing, and mass communications, as well as professionals in these fields."-- Provided by publisher. |
| Contents |
Part I: Introduction -- Advising "the room where it happens": the business case for business acumen -- Part II: Communications, business acumen, and the c-suite -- The communicator as integrator -- Why business acumen matters more than ever -- From farm to pharm: business and life lessons learned in the barnyard -- Part III: Finance and investor relations -- Taking the numb out of numbers: working with the office of the CFO -- The partnership between corporate communications and investor relations -- Part IV: Human resources and employee engagement -- Mastering business means first understanding your people -- Employees as drivers of corporate brand and reputation -- Have a seat at the table-not on the fringes -- Part V: Corporate strategy, innovation, and legal -- Collaborating with strategy and innovation: taking on the challenge to "communicate the amoeba" -- Telling the story of value creation -- Lessons from my father: bringing the "greener rules" to corporate strategy and planning -- Understanding the corporate legal department -- Part VI: Marketing, brand, and data analytics -- Driving to the right place: aligning communications with business goals and objectives -- Peas in a pod: communications and the chief marketing officer -- Learn the language of business and keep what you earn -- Part VII: Social responsibility and transparency -- Trust, truth, and transparency: why hard facts and corporate honesty matter -- How communicators can help corporations make a difference -- Communications for social good -- Part VIII: Communication and corporate transformations -- Building communications' influence during corporate transformation -- Accentuate the positive: the communicator's catalytic effect -- Communications leadership that strong leaders expect -- Part IX: Summing up -- Observaations and conclusions from "masters of business" -- Resources on business acumen -- Glossary -- Index. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Business communication.
|
|
Business communication. |
|
Strategic planning.
|
|
Strategic planning. |
|
Corporate culture.
|
|
Corporate culture. |
| Genre/Form |
Electronic books.
|
| Added Author |
Ragas, Matthew W., 1977- editor.
|
|
Culp, Ron, 1947- editor.
|
| Other Form: |
Print version: Mastering business for strategic communicators. First edition. Bingley : Emerald Publishing Limited, 2018 1787145042 9781787145047 (OCoLC)983601610 |
| ISBN |
9781787145030 (electronic book) |
|
1787145034 (electronic book) |
|
9781787149526 (electronic book) |
|
1787149528 (electronic book) |
|
9781787438217 (print) |
|
9781787145047 (print) |
|
1787145042 (print) |
|
