This handbook provides an overview of the state of art on corporate com-munication and public relations theory and practice. It is intended for both students and practitioners in the field. The first chapter focuses on the strategic role that corporate communi-cation and public relations play in supporting organizations to reach their mission and their economic and socia) goals. The following six chapters describe the methods and techniques needed to perform the most impor-tant specialized services of corporate communication and public relations such as internai communication, crisis communication management, global public relations, marketing communication and public affairs, advo-cacy and lobbying. Finally, the last two chapters are devoted to particularly important entrepreneurial and managerial dimensions of the profession: content creation for corporate narratives and measurement of communi-cation outcomes. This handbook responds to the educational needs of students while also meeting the professional development demands of practitioners who want to adapt their preparation to the increasingly strategic role that com-munication and public relations play in organizations. It is especially aimed at those interested in learning more about theory, methods, tools, and tech-niques of the communication profession, in relation to its operational but also strategic, managerial and entrepreneurial dimensions.
Autore:
emanuele invernizzi
Editore:
mcgraw hill - varia
ISBN:
9788838611377
Numero di tomi:
1
Numero di pagine:
352
Anno di pubblicazione: 2023