Part II: Strategic Application of Communication Practices	73
	Corporate Communication: An International and Management Perspective	1
	Contents	7
	Preface	15
	Acknowledgements	17
	Author Biography	19
	Overview of the Book’s Five Parts	21
	Part I: The Extended Enterprise	23
	Chapter 1: Introduction: The Domain of Corporate Communication	27
	1.1 Stakeholder Management	28
	1.2 Twin Goals of Corporate Communication	29
	1.2.1 Strengthening Relationships with Stakeholders	29
	1.2.2 Maintaining Corporate Reputation	31
	1.3 Conclusions	33
	Discussion Questions	34
	Chapter 2: Stakeholder Relations: Investors and Employees	37
	2.1 Investor Relations	37
	2.1.1 SEC's Full and Timely Disclosure Rules	38
	2.1.2 Feedback and Power	38
	2.1.3 Investor Relations Activities	39
	2.2 Employee Relations	40
	2.2.1 Maslow's Hierarchy of Needs	40
	2.2.2 Employee Communications	41
	2.2.3 Recruitment and Training of Workers	42
	2.2.4 Helping Workers Adjust to Foreign Employers	44
	2.2.5 Labor Unions and Collective Bargaining	44
	2.2.6 Standardization vs. Customization of Employee Relations	46
	2.3 Conclusions	46
	Discussion Questions	47
	Chapter 3: Stakeholder Relations: The Community and Consumers	50
	3.1 Community Relations	50
	3.1.1 Programs and Activities	51
	3.1.2 Importance in Oil and Mining Industries	52
	3.1.3 Developing a Community Relations Program	53
	3.2 Consumer Relationship Management (CRM)	53
	3.2.1 Moving from a Transaction to a Relationship	54
	3.2.2 Social Contract and Consumer Rights	55
	3.2.3 Power Relationship	56
	3.2.4 Social Responsibility to Consumers and Society	56
	3.2.5 Emerging Concept of ``Social CRM´´	58
	3.2.6 Privacy	59
	3.3 Conclusions	60
	Discussion Questions	60
	Case 1 General Electric – Profile of a Multi-National Corporation	62
	Case 2 Wells Fargo Misapplies CRM	66
	Part II: Strategic Application of Communication Practices	73
	Chapter 4: Public Relations: Influencing Public Opinion	77
	4.1 Historical Connection Between Public Relations and Public Opinion	78
	4.1.1 The Public Relations Audit	78
	4.1.2 Use of Surveys in Public Relations	79
	4.1.3 Current Difficulties with Surveys	80
	4.1.4 The Edelman Trust Barometer	81
	4.1.5 CNBC/Burson-Marsteller Corporate Perception Indicator	81
	4.1.6 Pew Research and Just Capital	82
	4.2 Gaining Influence Through Publicity	82
	4.2.1 Applying Perception Management: Putting ``a Spin´´ on a Story	83
	4.2.2 The Challenge Faced by Publicity: Limited Human ``Channel Capacity´´	84
	4.2.3 Proactive Media Relations Strategy	84
	4.2.4 Bernays - A Prominent Publicist	84
	4.2.5 Harold Burson - Thoughts About Public Opinion	85
	4.2.6 Proactive Media Relations	85
	4.3 International Application of Persuasion	86
	4.3.1 Public Diplomacy Campaigns	87
	4.3.2 Business Support	87
	4.3.3 Social Media Support	88
	4.4 International Differences and Constraints in Media Relations	88
	4.4.1 Use of ``Guanxi´´ and Press Clubs	89
	4.4.2 Unprofessional Practices	89
	4.4.3 Constraints on Press Freedom	90
	4.4.4 Singapore's Authoritarianism	91
	4.4.5 Insult Laws	91
	4.4.6 Concentrated Media Ownership	91
	4.5 Conclusions	92
	Discussion Questions	92
	4.A Foreign Media Relations Guide	93
	Chapter 5: Public Affairs: Exercising Power in the Socio-Political Environment	98
	5.1 Central Role of Government Relations	99
	5.1.1 Government Relations in China	99
	5.1.2 Cases of Intervention by Governments	99
	5.2 Government Litigation	103
	5.3 The Term ``Corporate Diplomacy´´ Grows	104
	5.4 Tools of Public Affairs	105
	5.4.1 Negotiations	105
	5.4.2 Lobbying	106
	5.5 Conclusions	108
	Discussion Questions	108
	Chapter 6: Global Marketing Communication: Facilitating Exchanges	113
	6.1 Integrated Marketing Communication (IMC)	113
	6.2 The Marketing Mix: The 4 Ps	114
	6.2.1 Product, Price, and Place	115
	6.2.2 The Promotion Mix	117
	6.3 Accommodating International Differences	120
	6.3.1 ``Think Global, Act Local´´ - Global Brand Architecture	120
	6.3.2 Standardization vs Customization	121
	6.3.3 Recognizing Cultural Differences	122
	6.4 Conclusions	123
	Discussion Questions	124
	Chapter 7: Social Media and Big Data: Extending Relationships	128
	7.1 The Internet	128
	7.1.1 Overseas Expansion Invites Languages Other than English	129
	7.2 Social Media Marketing	130
	7.2.1 Major Types	130
	7.2.2 Videos - Additional Impact	132
	7.2.3 Viral and Buzz Marketing	132
	7.3 Social Media Impact on Corporate Communications	134
	7.3.1 Changed Power Relations	134
	7.4 Big Data - its Uses and Limitations	135
	7.4.1 Analyzing Big Data	135
	7.4.2 Applications of Big Data Analysis	136
	7.5 Improving the Reliability of Big Data	139
	7.5.1 Limitations of Big Data	139
	7.5.2 New Approaches and Research Centers	140
	7.6 The Future of Big Data - The Next Step	141
	7.6.1 Artificial Intelligence (AI)	141
	7.7 Conclusions	141
	Discussion Questions	142
	Chapter 8: Digital and Social Marketing: Extending Practices and Influencing Behavior	146
	8.1 Growth of Digital Marketing	146
	8.1.1 Awareness of New Technology by Public Relations and Public Affairs	146
	8.1.2 New University Degree Programs and Company Positions	147
	8.1.3 Impact of Digital Marketing	148
	8.1.4 Role of Public Affairs and Advocacy Advertising	148
	8.2 Social Marketing - Changing Consumer and Citizen Attitudes and Behavior	149
	8.2.1 Application to Public Health	150
	8.2.2 Tackling the Obesity Issue Worldwide	150
	8.2.3 Use of Wide Range of Communication Practices	153
	8.3 Conclusions	153
	Discussion Questions	153
	Case 3 High Drug Prices Become a Public Issue	155
	Case 4 Uber Requires Public Affairs Assistance and Cultural Overhaul	161
	Part III: International Perspective	169
	Chapter 9: The Force of Globalization	173
	9.1 Conditions That Facilitate Globalization	174
	9.1.1 Enabling Effect of Communication and Other Technologies	174
	9.1.2 Rise of Scientific Thinking	175
	9.2 Drivers of Globalization	175
	9.2.1 Search for New Markets	176
	9.2.2 Seeking Low Labor Costs	176
	9.2.3 Seeking National and Company Growth	178
	9.2.4 The Newest Driver: Inversion Deals	179
	9.3 Obstacles to Globalization	180
	9.3.1 Resurgent Nationalism	181
	9.3.2 National Security Concerns	182
	9.3.3 Weak Infrastructures	184
	9.3.4 Widening Income Disparities	185
	9.4 Saving Globalization	186
	9.5 Conclusions	187
	Discussion Questions	188
	Chapter 10: Interacting with International Players	193
	10.1 Powerful MNCs	193
	10.1.1 Illustrative Company Profiles	194
	10.2 Nation States	195
	10.2.1 China's Antitrust and Bribery Actions	195
	10.2.2 France Confronts Google Over Its Tax Deal	196
	10.3 Supranational Organizations	196
	10.3.1 United Nations	197
	10.3.2 World Economic Institutions	199
	10.4 European Union	199
	10.5 Civil Society	203
	10.6 NGOs as Advocacy Groups	204
	10.7 Collaboration is Growing	205
	10.8 Conclusions	206
	Discussion Questions	206
	Chapter 11: Political and Economic Features of Nation States	210
	11.1 Major Political Systems and Ideologies	210
	11.1.1 Authoritarian Systems	210
	11.1.2 Democratic Systems	212
	11.2 Major Economic Systems	212
	11.2.1 Free Market System	212
	11.2.2 Command and Control Economies	214
	11.2.3 Mixed Systems: Social Corporativism and Social Capitalism	215
	11.3 Political Risk Assessment	215
	11.3.1 Due Diligence in AES's Acquisition of Telsi in the Republic of Georgia	216
	11.4 Conclusions	217
	Discussion Questions	217
	Chapter 12: Social and Cultural Features of Nation States	220
	12.1 Major Aspects of a Country's Social System	221
	12.1.1 Community Institutions	221
	12.1.2 Demographics and Other Forms of Audience Segmentation	224
	12.2 Features of Cultural Systems	225
	12.2.1 Individualism vs. Collectivism	226
	12.2.2 Power Distance	227
	12.2.3 Uncertainty Avoidance	228
	12.2.4 Masculinity-Femininity	229
	12.2.5 High vs. Low Context	229
	12.2.6 Other Cultural Variables	230
	12.3 Media Systems	231
	12.3.1 Al Jazeera	231
	12.4 Conclusions	231
	Discussion Questions	231
	Chapter 13: The Nation Brand: Comparison with Product and Company Brand	235
	13.1 Differences between Brand and Reputation	236
	13.1.1 Anholt-GfK Roper Nation Brands Index	236
	13.2 Building and Strengthening a Nation State	237
	13.2.1 Nation-Building	237
	13.2.2 Economic Development	238
	13.2.3 Attracting Industry: Approaches by Countries and Cities	239
	13.3 Strategy to Attract Foreign Investment	241
	13.4 How Nation Brands Are Tarnished	242
	13.4.1 Reputational Risks and Crises	242
	13.5 Strengthening a Nation Brand	243
	13.5.1 Olympics	244
	13.6 World Economic Forum	244
	13.7 Conclusions	245
	Discussion Questions	245
	Case 5 Can Public Relations Promote Globalization?	247
	Case 6 Building China’s Nation Brand	249
	Part IV: Pivotal Issues Facing Management	257
	Chapter 14: Sustainability and Climate Change	259
	14.1 Sustainability Begins with the Environment	259
	14.1.1 Social Costs and Social Reports	260
	14.1.2 Environmental Programs	260
	14.2 Focus on Availability of Natural Resources	261
	14.2.1 The Price System and Recycling	262
	14.2.2 Greater Attention to Supplier Relations	262
	14.2.3 Unilever Launches a Broad-Scale Plan	265
	14.2.4 Other Sustainability Measures	265
	14.3 Climate Change: The Ultimate Sustainability Challenge	267
	14.3.1 Global Warming and Human Activity Argument	268
	14.3.2 Application of Communication Practices	270
	14.3.3 International Actions and Agreements	271
	14.4 Conclusions	273
	Discussion Questions	274
	Chapter 15: Technology and Innovation: New Risks and Issues	278
	15.1 Gaining Acceptance for New Technologies	279
	15.1.1 The Diffusion/Adoption Process	280
	15.1.2 Controversial Technologies	280
	15.2 Intellectual Property Rights	282
	15.2.1 Patent Disputes and Theft of IP	282
	15.2.2 Litigation Public Relations	283
	15.3 Technology Creates Risks	284
	15.4 The Science and Healthcare Settings of Technology	285
	15.4.1 Science Settings at the Whitehead Institute and Brookhaven National Lab	285
	15.4.2 Healthcare Settings	286
	15.5 Conclusions	289
	Discussion Questions	289
	Appendix	290
	Science Writing	290
	Two Litigation Cases	290
	Case 7 Reputational Crisis Faced by Samsung in Faulty Galaxy Note 7 Recall	292
	Part V: Corporate Communication Contribution to Management	299
	Chapter 16: Global Corporate Social Responsibility	303
	16.1 Corporate Irresponsibility Abroad	303
	16.1.1 Poor Working Conditions: The Bangladesh Disaster	303
	16.1.2 Sales of Dangerous Products Abroad	304
	16.1.3 Foreign Purchases of Agricultural Land	304
	16.1.4 Offensive Banking and Insurance Practices	305
	16.2 Foundations of Global Corporate Social Responsibility	305
	16.2.1 A Common Code of Ethics and Professional Standards	305
	16.2.2 Observing Global Declarations	306
	16.3 Management Approaches to Corporate Social Responsibility	307
	16.3.1 A Compensatory Approach to CSR: Social Bookkeeping	307
	16.3.2 The Global CSR Pyramid	309
	16.3.3 Corporate Citizenship	311
	16.3.4 New Business Models	312
	16.4 Forging International Agreements	313
	16.4.1 Nike Shows the Way	313
	16.4.2 Some CSR Lessons Learned	314
	16.5 Conclusions	315
	Discussion Questions	315
	Chapter 17: Corporate Governance: The Corporate Communication Role	318
	17.1 Maintaining Corporate Legitimacy	318
	17.1.1 Uncertainty of Public Support for Business	319
	17.1.2 Protecting the Free Market System	320
	17.2 The Business-Society Relationship	320
	17.2.1 Widening the Composition of the Board	321
	17.2.2 Boards Face Activists	322
	17.3 Shareholder Resolutions	323
	17.4 Role of Corporate Communication in Corporate Governance	323
	17.4.1 Protect Company Reputation and Legitimacy	323
	17.4.2 Engage in Issues Management and Direct Crisis Management	325
	17.4.3 Factor Public Opinion into Corporate Decision Making	326
	17.4.4 Help Managers Engage with Stakeholders	327
	17.4.5 Address the Public Interest	328
	17.5 Conclusions	332
	Discussion Questions	332
	Case 8 VW’s Crisis of Corporate Governance	334
	Index	347
	End User License Agreement	359