The third edition of this book, the most comprehensive available on the subject, describes changes in the environment for business that have taken place over the last half-century and their implications. While attitudes about business have never been totally positive, they have reached an all-time low in recent years; mistrust and scepticism of corporate entities is high, as are expectations that companies will give back to society via philanthropy, community involvement, or environmental protection activities. The book describes what's happening in an era of advanced communication, and also what companies can do to stay one step ahead of the competition. By creating a coordinated corporate communication system, organizations will be able to face the new century with the strategies and tools that few companies in the world have available yet. The book gives an overview of corporate communication and its various sub-functions, including media relations, crisis communication, internal communication and investor relations. Argenti offers adopters communication frameworks developed over 23 years of teaching at the premier business schools in the country, and brings them to life using
