Page 7 - Corporate Communication

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vi Contents

Part 2 Corporate Communications in Practice 93

Chapter 4: Communications Strategy: Theory and Practice 95
4.1 Introduction 95
4.2 Perspectives on strategy in corporate
communications 96
4.3 Making strategy: the process and practice of
communications strategy 102
4.4 Challenges and issues in communications strategy 118
4.5 Chapter summary 121

Chapter 5: The Organization of Communications:
Theory and Practice 125
5.1 Introduction 125
5.2 Perspectives on communications organization 126
5.3 Vertical structure 132
5.4 Horizontal structure 142
5.5 What explains structure? 147
5.6 Chapter summary 152
Chapter 6: Communications Practitioners: Theory
and Practice 156
6.1 Introduction 156
6.2 The roles and practices of
communications practitioners 158
6.3 The status and development of the
communications profession 164
6.4 Chapter Summary 171

Part 3 Retrospect and Prospect 175

Chapter 7: The Future of Corporate Communications 177
7.1 Introduction 177
7.2 The challenges ahead 178
7.3 Chapter summary 181

Glossary 182

Index 199