Integrating Corporate Communications: The Cost-Effective Use of Message and Medium

by James L. Horton

Overview

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.

In 11 chapters, the book presents a look at corporate communications based on economic principles. Separate chapters examine the business environment and communication; corporate communication and strategy and reputation; corporate communication and the individual; corporate communication and messages; corporate communication and media; corporate communication and measurement; and corporate communication and business structure. A major resource for senior managers, strategists, and other communications specialists.

Product Details

ISBN-13:	9780899308951
Publisher:	Bloomsbury Academic
Publication date:	09/30/1995
Pages:	336
Product dimensions:	6.14(w) x 9.21(h) x 0.81(d)
Lexile:	1240L (what's this?)

About the Author

JAMES L. HORTON is general manager in charge of the public relations unit of Poppe Tyson, a nationwide integrated communications firm. He has extensive management and other experience in investor relations, corporate communications, marketing, and communications consulting. Among his clients are financial services firms, computer and high-tech companies, a German auto manufacturer, oil, chemical, and environmental treatment firms, consumer packaged goods manufacturers, basic manufacturers and utilities. Horton writes and lectures frequently on business management practices and quality in corporate communications. Horton holds a Masters in marketing and finance from the J.L. Kellogg School of Management, Northwestern University

M.A. from the University of Missouri School of Jourbanalism and a M.A. from U.C.L.A., in English literature.

Table of Contents

Acknowledgments
Introduction
A Prelude to Corporate Communication
Describing Corporate Communication
An Approach to Corporate Communication
Understanding the Business Environment
Corporate Communication, Strategy, and Environment
Corporate Communication and the Individual
Corporate Communication and Messages
Corporate Communication and Media
Corporate Communication and Measurement
Corporate Communication Structure
Moving toward Cost-Effective Corporate Communication
Index

Editorial Reviews

An examination of corporate communication based on economic principles, including external and internal communication, human behavior in communicating, corporate communication structure, and messages and media. In order to describe communication in a holistic fashion, Horton defines corporate communication and integrates it around eight principles that managers can use in their daily activities. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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