The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership, Second Edition
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More About This Title The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership, Second Edition


Praise for The IABC Handbook of Organizational Communication

"Looking to expand your professional abilities? Learn new skills? Or hone your area of expertise? This book delivers an amazing and practical study of our profession—and a guidebook for strategic communication best practices. The Handbook explores the many aspects of our profession with expert insights of the best of the best in communication."—John Deveney, ABC, APR, president, Deveney Communication

"Chalk up a win for Team IABC. Editor Tamara Gillis has assembled a winning lineup of the best communicators to compile this useful, readable Handbook. Not another how-to-do-it tactical manual, this volume draws from theory and global best practices to explain the strategic reasons behind modern communication. A must-read for anyone interested in understanding the communication profession and a useful desktop companion to the professional communicator's dictionary and style guide."—William Briggs, IABC Fellow and director, School of Journalism and Mass Communications, San Jose State University

"It is a real pleasure to read this latest version. It presents a sound, research-based foundation on communication—its importance to organizations, why the function must be strategic, and what it takes to get it right."—John G. Clemons, ABC, APR, corporate director of community relations, Raytheon

"All myths about organizational communicators being brainwashed, biased corporate journalists are out the window. This stellar compendium from dozens of authors, researchers, and editors of high professional stature is timely and forward-thinking. Communication students particularly will benefit from understanding the complex disciplines that intertwine and drive effective organizational communication."—Barbara W. Puffer, ABC, president, Puffer Public Relations Strategies, and associate professor and course chair, Communications Studies and Professional Writing, University of Maryland University College


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 researchrepresenting the best global communication practices, ideas, and experiences that enable communicators to develop highly ethical and effective performance standards.


Foreword by Natasha Nicholson.


About the Authors.

Part One: Foundations of Business Communication.

1 Characteristics of Excellent Communication (James E. Grunig and Larissa A. Grunig).

2 The Corporate Communicator: A Senior-Level Strategist (Nick Durutta).

3 Organizational Culture (Paul M. Sanchez).

4 Communication and the High-Trust Organization (Pamela Shockley-Zalabak and Sherwyn Morreale).

5 Communication Ethics: Think Like a Professional: Don't Be Idealistic When Sorting Out Right from Wrong (Mark McElreath).

6 Corporate Social Responsibility: The Communicator's Role as Leader and Advocate (Mary Ann McCauley).

7 Corporate Social Responsibility and Sustainability (Rob Briggs).

Part Two: Managing Communication.

8 Strategic Approaches to Managing the Communications Function (Diane M. Gayeski).

9 Strategic Planning: Timeless Wisdom Still Shapes Successful Communication Programs (Lester R. Potter).

10 Issues Management: Linking Business and Communication Planning (George McGrath).

11 Communicating Change: When Change Just Doesn't Stop: Creating Really Good Change Communication (Jennifer Frahm).

12 Crisis Communication: Moving from Tactical Response to Proactive Crisis Preparedness (Caroline Sapriel).

13 The Role of Communications in Company Business Strategy (Kellie Garrett).

14 The Impact of Technology on Corporate Communication (Shel Holtz).

Part Three: Internal Communication.

15 Internal Communication (Brad Whitworth).

16 Communicating with a Diverse Workforce (Tamara L. Gillis).

17 Integrating Employee Communications Media (Steve Crescenzo).

18 Internal Branding, Employer Branding (Patrick Grady).

19 Communicating for a Merger or an Acquisition (Patricia T. Whalen).

20 The Challenges of Employee Engagement: Throwing Rocks at the Corporate Rhinoceros (Roger D'Aprix).

21 Measuring the Effectiveness of Internal Communication (John Williams).

Part Four: Public Relations.

22 Public Relations Research and Planning (Don W. Stacks, Melissa D. Dodd and Rita Linjuan Men).

23 Media Relations (Wilma K. Mathews).

24 Investor Relations and Financial Communication (Karen Vahouny).

25 Government Relations: Connecting Communication to the Public Policy Process (John Larsen and Anna Marie Willey).

26 Reputation Management: Building, Enhancing, and Protecting Organizational Reputation in the Information Age (Alistair J. Nicholas).

27 Measuring Public Relations Programs (Mark Weiner).

Part Five: Marketing Communication.

28 Marketing Communication (Lorenzo Sierra).

29 The Engagement of Brands (D. Mark Schumann).

30 Customer Relations: Smart Organizations Think Like Their Customers (Morgan Leu Parkhurst).

31 Measuring Marketing Communication (Lin Grensing-Pophal).