1. A Prelude to Corporate Communication -- 2. Describing Corporate Communication -- 3. An Approach to Corporate Communication -- 4. Understanding the Business Environment -- 5. Corporate Communication, Strategy and Reputation -- 6. Corporate Communication and the Individual -- 7. Corporate Communication and Messages -- 8. Corporate Communication and Media -- 9. Corporate Communication and Measurement -- 10. Corporate Communication Structure -- 11. Moving Toward Cost-Effective Corporate Communication
Summary
Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication; examines human behavior in communicating; reviews corporate communication structure; and analyzes messages and media and shows how to get started toward cost-effective corporate communication
