Corporate Communications: A 21st Century Primer

Corporate communication has come into its own. After decades in the shadow of public relations, it is today recognized as a holistic and important brand-building approach in the business world. This lucid book is a compelling introduction to contemporary corporate communications and its practical application in the modern oraganization. Joseph Fernandez makes a case for corporate communications the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn for the worlds of advertising, journalism and public relations. The main arguments are supported by four real life case studies and the book is replete with corporate success stories and personal insights from some of the finest professional in the business of communication in India and abroad. Among the topics discussed are: The evolution and nature of the new era corporate and its unique communication needs. The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments. The advantages of the complementary use of traditional and new media in reaching the entire targeted audience. The Importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits. Centred around contemporary communication theory and illustrated through numerous examples and case studies, this primer will serve as a text in a wide range of courses including corporate communications, advertising, public relations, customer relationship management, consumer marketing and marketing strategy. It will be of equal value to professionals in these fields.