Raising the Corporate Umbrella Corporate Communications in the Twenty-First Century

Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.

Philip Kitchen is the Martin Naughton Professor of Business Strategy, specializing in Marketing, at the Queen's University Management School, Belfast.

Don Schultz is Professor of integrated Marketing Communications (IMC) at the Medill School of Journalism, Northwestern University.

Both authors travel extensively, teaching and giving papers at marketing communication conferences and events throughout Europe, UK, Ireland, United States, New Zealand and Israel.