Essentials of Corporate Communication

Cees B.M. van Riel is Professor of Corporate Communication at the Rotterdam School of Management at Erasmus University in The Netherlands, and Managing Director of the Reputation Institute, a privately held research and consultancy firm that he and Charles Fombrun created in 1999.

Charles J. Fombrun is Emeritus Professor of Management at New York University and Executive Director of the Reputation Institute.

This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication.

The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation.

Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.

 Introduction: The Communication System  1. What is Corporate Communication?  2. From Communication to Reputation  3. Building Identity and Identification  4. Measuring Corporate Identity  5. Communicating with the Corporate Brand  6. Developing a Reputation Platform  7. Expressing the Company  8. Communicating with Key Stakeholder Groups  9. Assessing the Effectiveness of Corporate Communication  10. Applied Reputation Research  11. Organizing Corporate Communication