Page 8 - Corporate Communication

Cornelissen-Prelims.qxd 10/9/2004 9:03 AM Page vii

List of Boxes, Figures and Tables

Boxes

1.1 Management brief: how to ‘use’ corporate
communications theory in practice 14
2.1 Case study: Barclays Bank (UK) 43
2.2 Case study: stakeholder management in the petroleum industry 49
3.1 Case study: the Co-operative Bank and
corporate social responsibility 64
3.2 Management brief: corporate social responsibility reporting 65
3.3 Case study: corporate identity in the financial sector 74
3.4 Starbucks Coffee Company: an exercise in aligning
identity and reputation 80
4.1 Case study: the launch of Orange in the UK – clarifying the link
between corporate strategy and communications strategy 101
4.2 Management brief: stakeholder mapping 108
4.3 Case study:Wal-Mart and its communications strategy 116
5.1 Case study: Sara Lee/DE – organizing communications
in a multinational coporation 140
5.2 Management brief: steps in organizing communications 150
6.1 Management brief – using role types for
professional development programmes 163

Figures

1.1 The intersection of theory and practice in
corporate communications 13
1.2 Theory and practice perspectives upon corporate communications 16
2.1 The historical development of public relations and marketing 36
2.2 Public relations and marketing activities and their overlap 40
3.1 Input–output model of strategic management 58
3.2 Stakeholder model of strategic management 59
3.3 Identity, reputation and stakeholder management 69
3.4 The corporate reputation of two companies compared 85
4.1 A traditional process of developing communications campaigns 100
4.2 The communications strategy model 104
5.1 The vertical and horizontal structure in
communications organization 129
5.2 A matrix structure of communications organization 131