IABC Handbook of Organizational Communication

TAMARA L. GILLIS, Ed.D., ABC, is professor and chairman of the Department of Communications at Elizabethtown College, Pennsylvania. She is an accredited business communicator through the International Association of Business Communicators (IABC), a past chairman of the IABC Research Foundation, and the 2004 recipient of the IABC Research Foundation Lifetime Friend Award. The International Association of Business Communicators and the IABC Research Foundation provide professional development programs and groundbreaking research representing the best global communication practices, ideas, and experiences that enable communicators to develop highly ethical and effective performance standards.

• Foreword xiby Natasha NicholsonPreface xiiiAbout the Authors xixPart One: Foundations of Business Communication 11 Characteristics of Excellent Communication 3James E. Grunig, Larissa A. Grunig2 The Corporate Communicator: A Senior-Level Strategist 15Nick Durutta3 Organizational Culture 28Paul M. Sanchez4 Communication and the High-Trust Organization 41Pamela Shockley-Zalabak, Sherwyn Morreale5 Communication Ethics: Think Like a Professional: Don’t Be Idealistic When Sorting Out Right from Wrong 54Mark McElreath6 Corporate Social Responsibility: The Communicator’s Role as Leader and Advocate 67Mary Ann McCauley7 Corporate Social Responsibility and Sustainability 79Rob BriggsPart Two: Managing Communication 978 Strategic Approaches to Managing the Communications Function 99Diane M. Gayeski9 Strategic Planning: Timeless Wisdom Still Shapes Successful Communication Programs 113Lester R. Potter10 Issues Management: Linking Business and Communication Planning 124George McGrath11 Communicating Change: When Change Just Doesn’t Stop: Creating Really Good Change Communication 137Jennifer Frahm12 Crisis Communication: Moving from Tactical Response to Proactive Crisis Preparedness 151Caroline Sapriel13 The Role of Communications in Company Business Strategy 165Kellie Garrett14 The Impact of Technology on Corporate Communication 177Shel HoltzPart Three: Internal Communication 19315 Internal Communication 195Brad Whitworth16 Communicating with a Diverse Workforce 207Tamara L. Gillis17 Integrating Employee Communications Media 219Steve Crescenzo18 Internal Branding, Employer Branding 231Patrick Grady19 Communicating for a Merger or an Acquisition 241Patricia T. Whalen20 The Challenges of Employee Engagement: Throwing Rocks at the Corporate Rhinoceros 257Roger D’Aprix21 Measuring the Effectiveness of Internal Communication 271John WilliamsPart Four: Public Relations 28522 Public Relations Research and Planning 287Don W. Stacks, Melissa D. Dodd, Rita Linjuan Men23 Media Relations 301Wilma K. Mathews24 Investor Relations and Financial Communication 315Karen Vahouny25 Government Relations: Connecting Communication to the Public Policy Process 337John Larsen, Anna Marie Willey26 Reputation Management: Building, Enhancing, and Protecting Organizational Reputation in the Information Age 351Alistair J. Nicholas27 Measuring Public Relations Programs 363Mark WeinerPart Five: Marketing Communication 37728 Marketing Communication 379Lorenzo Sierra29 The Engagement of Brands 393D. Mark Schumann30 Customer Relations: Smart Organizations Think Like Their Customers 405Morgan Leu Parkhurst31 Measuring Marketing Communication 417Lin Grensing-PophalIndex 431