The Essentials of Corporate Communications and Public Relations
by Harvard Business School Press; Society for Human Resource ManagementEdition: 1st
Format: Paperback
Pub. Date: 2006-06-30
Publisher(s): Harvard Business School Pr
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Summary
When it comes to communicating corporate information, the skills of the messenger can make or break a company's reputation in the eyes of shareholders, employees, and the media. Filled with practices, principles, and case studies, this essential guide helps HR professionals hone their skills at delivering information, managing crises, responding to queries, and more. Today's HR professionals work side by side with senior executives to devise a strategy for their organizations and to marshal the talent and resources to implement it. That means going beyond the traditional HR domain and mastering the fundamentals of all aspects of business and management. The Business Literacy for HR Professionals series, developed in partnership with the Society for Human Resource Management, covers essential areas such as negotiation, decision making, change management, finance, and more. These highly practical books help HR professionals achieve their goal to be true strategic partners who bring additional bottom-line value to their organizations.
Table of Contents
| Introduction | p. xiii |
| Corporate Communication and the HR Professional: The HR Professional's Role in the Communication Function | p. 1 |
| What Is Corporate Communication? | p. 3 |
| Human Resources and Corporate Communication | p. 9 |
| Summing Up | p. 22 |
| Leveraging Chapter Insights: Critical Questions | p. 22 |
| Communication Fundamentals: The Basics of Corporate Communication | p. 23 |
| Understanding Audiences | p. 26 |
| Selecting the Appropriate Source | p. 30 |
| Creating Appropriate Messages | p. 36 |
| Selecting Appropriate Channels | p. 38 |
| Planning Appropriate Timing | p. 40 |
| Summing Up | p. 41 |
| Leveraging Chapter Insights: Critical Questions | p. 42 |
| Developing an Integrated Corporate Communication Strategy: A Strategic Approach to Corporate Communication | p. 43 |
| The Importance of an Integrated Communication Strategy | p. 46 |
| How to Build Your Corporate Communication Strategy | p. 48 |
| The Communication Audit | p. 57 |
| Integrating Corporate Communication and HR Strategies | p. 58 |
| Summing Up | p. 59 |
| Leveraging Chapter Insights: Critical Questions | p. 59 |
| Communication Research, Measurement, and Evaluation: The Use of Research in the Communication Process | p. 61 |
| The Value of Measurement | p. 64 |
| What Can Be Measured-What Should Be Measured | p. 66 |
| Common Research Methods | p. 71 |
| Research Isn't Always the Answer | p. 76 |
| Summing Up | p. 78 |
| Leveraging Chapter Insights: Critical Questions | p. 78 |
| Communicating with External Audiences: The Communication Needs and Requirements of Various External Audiences | p. 79 |
| Customers and Consumers | p. 81 |
| The News Media | p. 85 |
| Investors | p. 92 |
| Governmental Bodies and Officials | p. 96 |
| The Community at Large | p. 99 |
| Summing Up | p. 103 |
| Leveraging Chapter Insights: Critical Questions | p. 103 |
| Communicating with Employees: Strategies and Tactics for Communication with Internal Audiences | p. 105 |
| Employee Communication as a Process | p. 109 |
| Addressing the Challenges of Effective Employee Communication | p. 111 |
| Developing an Employee Communication Strategy | p. 116 |
| Meaning Through Measurement | p. 117 |
| Special Opportunities in Employee Communication | p. 120 |
| Techniques for Effective Employee Communication | p. 126 |
| Summing Up | p. 130 |
| Leveraging Chapter Insights: Critical Questions | p. 130 |
| Issues Management and Crisis Communication: Dealing Proactively and Effectively with Issues and Crises | p. 131 |
| Issues Management | p. 133 |
| Crisis Communication | p. 138 |
| Anticipating and Preparing for a Crisis | p. 140 |
| How to Communicate During a Crisis | p. 144 |
| Advice for Handling Issues and Crisis Communication | p. 147 |
| Summing Up | p. 156 |
| Leveraging Chapter Insights: Critical Questions | p. 157 |
| Developing and Implementing Communication Plans: A Process for Developing Effective Communication Plans | p. 159 |
| Types of Communication Plans | p. 161 |
| Steps to Develop and Implement a Communication Plan | p. 162 |
| A "Planned Response" to Communication Requests | p. 172 |
| Summing Up | p. 176 |
| Leveraging Chapter Insights: Critical Questions | p. 177 |
| Tools of the Trade: The Use and Benefits of Various Communication Tools | p. 179 |
| Verbal Communication Tools | p. 182 |
| Written Communication Tools | p. 184 |
| Electronic Communication Tools | p. 191 |
| Summing Up | p. 200 |
| Leveraging Chapter Insights: Critical Questions | p. 201 |
| Selecting the Appropriate Tool: Guidelines for Selecting the Right Tool for the Right Purpose | p. 203 |
| The Objective | p. 206 |
| The Audience | p. 207 |
| The Culture | p. 209 |
| Multiple Times-Multiple Ways | p. 209 |
| HR and the Intranet | p. 211 |
| Summing Up | p. 216 |
| Leveraging Chapter Insights: Critical Questions | p. 216 |
| Handling Challenging HR Communications: Insights for Dealing with Common yet Challenging Communication Situations | p. 217 |
| Communicating Pay | p. 218 |
| Communicating Health Plan Benefits | p. 224 |
| Communicating with Employees in Remote or Off-site Locations | p. 226 |
| Employee Relocations | p. 229 |
| Corporate Acquisitions and Mergers | p. 235 |
| Downsizing | p. 240 |
| Budget Cuts | p. 242 |
| Summing Up | p. 249 |
| Leveraging Chapter Insights: Critical Questions | p. 250 |
| Enhancing HR's Communication Competencies: What HR Professionals Need to Know to Ensure a Role in Corporate Communication | p. 251 |
| Communication Skills for HR Professionals | p. 252 |
| Where to Go from Here in Your HR Department | p. 257 |
| Summing Up | p. 260 |
| Leveraging Chapter Insights: Critical Questions | p. 261 |
| Speech Preparation Tool | p. 263 |
| What to Measure | p. 265 |
| Sample Scoring Sheet for Objective Media Review | p. 267 |
| Diagnosis Tool for Internal Communication | p. 269 |
| Sample Communication Plan | p. 273 |
| Acquisition-Phases and Types of Communication | p. 277 |
| Steps for Conducting Communication Audits | p. 279 |
| Audit Survey | p. 281 |
| Notes | p. 285 |
| For Further Reading | p. 289 |
| Additional Titles from the Society for Human Resource Management (SHRM) | p. 291 |
| Index | p. 293 |
| About the Series Adviser | p. 305 |
| About the Writer | p. 307 |
| About the Society for Human Resource Management | p. 309 |
| Acknowledgments | p. 311 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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