Raising the Corporate Umbrella Corporate

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.

List of figures

xi

List of tables

xiv

Notes on contributors

xvi

Acknowledgements

xxii

Raising the corporate umbrella - the 21st-century need

1

(22)

Introduction

3

(3)

The contextual background

6

(3)

Raising the corporate umbrella

9

(5)

The 21st-century need

14

(1)

Overview and plan of the book: constituent elements decoded

14

(6)

Summary and conclusion

20

(3)

Talking heads: the CEO as spokesperson

23

(20)

Introduction and overview

24

(2)

The context of CEO communication

26

(4)

A constructive-dramaturgical theory and transformational leadership

30

(7)

Framing

37

(2)

Strategic ambiguity and common starting points

39

(1)

Conclusion

40

(3)

Balancing corporate branding policies in multi-business companies

43

(19)

Introduction and overview

45

(1)

SIDEC model

46

(1)

Strategy

47

(3)

Internal organization

50

(1)

Driving forces

50

(3)

Environment

53

(3)

Corporate branding strategy

56

(3)

Conclusion

59

(3)

Responsive and responsible communication practices: a pluralist perspective

62

(20)

Introduction

64

(1)

Integration, imperialism, and encroachment

65

(1)

Corporate evolution and integrated diversity

66

(1)

The politics of internal coalitions

67

(2)

A collective (corporate) managing system

69

(3)

Model-making, map-making, wiring diagrams, and departmentalization

72

(2)

The departmentalization of communication management

74

(4)

Conclusion

78

(4)

The role of integrated communication in the interactive age

82

(33)

Introduction

84

(2)

The contextual global environment

86

(2)

The movement of communication toward a global brand oriented approach

88

(6)

Integrated communication

94

(11)

The corporate brand perspective

95

(2)

Building brand identities

97

(2)

Creating corporate brand value

99

(1)

Surrounding stakeholders with corporate communication

100

(2)

Corporate image

102

(2)

Corporate identity

104

(1)

Global insight

105

(1)

Integrated marketing communication

106

(4)

Tactical coordination

109

(1)

Redefining the scope of marketing communication

109

(1)

Application of information technology

109

(1)

Financial and strategic integration

110

(1)

Contextual overview

110

(1)

Summary and conclusion

110

(5)

Corporate branding and advertising

115

(34)

Introduction and overview

117

(3)

Branding versus advertising

120

(20)

Stage one: branding from square one

124

(4)

Stage two: going to the next level

128

(4)

Stage three: extending the brand

132

(3)

Stage four: benchmarking best practices

135

(4)

Stage five: cohesiveness

139

(1)

Conclusion

140

(1)

Summary of brand-building success strategies

141

(8)

Global issues in branding, communication and corporate structure

149

(26)

Introduction and overview

150

(2)

The global challenge and some glimmers of hope

152

(1)

Genesis

153

(2)

Organizational structures

155

(1)

New globalism: fewer are better

156

(2)

Agencies as business partners

158

(1)

Creative alone is not enough

159

(1)

Unbundling

159

(1)

Globalization, marketing, creativity, and organizational structure

160

(4)

Overall issues in globalization, brand marketing, creativity, and organizational structure

164

(2)

Staffing

166

(4)

Consolidation of agencies: the trend

170

(1)

Summary and conclusions

171

(4)

Marketing public relations: where the twain shall meet

175

(24)

Introduction and overview

176

(2)

MPR in perspective

178

(1)

The interdependence of corporate brands and product brands

178

(1)

Brand reputation or reputation management?

179

(2)

An overview of MPR: what it is and can be

181

(3)

Writing an integrated marketing public relations plan

184

(3)

Building the corporate brand through event marketing

187

(2)

Creating an MPR program in the new interactive marketplace

189

(1)

Building a world brand interactively: Legoland

190

(2)

Building new product acceptance without an advertising campaign

192

(1)

Lucasfilms wins Star Wars in cyberspace

193

(1)

The third leg-accepting social responsibility

194

(1)

Social responsibility and the corporate brand

194

(1)

Other ways MPR impacts corporate public relations (CPR)

195

(1)

Summary and conclusion

195

(4)

Crisis communication management: protecting and enhancing corporate reputation and identity

199

(45)

Introduction and overview

200

(12)

Part I The Nature of Corporate Crisis and Management's Response

202

(3)

Part II Value and Belief Systems Affect Crisis Response

205

(4)

Part III The Dimensions of Crisis Response Strategy: Some Communication Strategies are Guaranteed to Perpetuate Trouble

209

(3)

Community versus corporate priorities: a powerful paradox

212

(2)

Applying the dimensions of crisis communication management response

214

(19)

The operations dimension

214

(6)

The victim management dimension

220

(1)

The trust and credibility dimension

220

(4)

The behavior dimension

224

(1)

The professional expectation dimension

224

(1)

The ethical dimension

224

(4)

The lessons-learned dimension

228

(5)

Decide quickly, act fast, use uncommon sense

233

(3)

Part IV Crisis Communications Standards and Principles

236

(1)

Standard-setting crisis communication protocols

236

(1)

Trust-busting behaviors and language to avoid

236

(6)

Summary and conclusions

242

(2)

Take-over and merger: the jaws mentality

244

(31)

Introduction

245

(2)

Issues of culture in mergers and acquisitions

247

(5)

Bridging cultural gaps

252

(1)

Communicating change

253

(3)

Communication management

256

(5)

The responsibility of the communication director

261

(1)

The M&A situations in which managed communication is vital

261

(3)

Summary of principles and lessons learned

264

(4)

Conclusion

268

(7)

The corporate entity and agency interaction

275

(43)

Introduction

278

(1)

The corporation

279

(1)

The adversarial relationships

279

(7)

The vulnerability factor

286

(1)

The agency additions

286

(4)

Seeking an agency's support

290

(2)

Being an effective client

292

(3)

Corporate and product brands

295

(2)

Developing successful corporate communications

297

(9)

Integrating the communication

306

(2)

Conclusion

308

(10)

Vision, values, intellectual property and assets

318

(23)

Introduction

320

(1)

The sum and substance of managing a corporate brand

321

(2)

The vision thing

323

(2)

Building a customer-centric vision

325

(2)

Moving from vision and mission to brand promises: the heart of the corporate brand

327

(1)

From internal vision to external value - the role of managers and employees

328

(2)

A critical quadrant - customers, shareholders and other stakeholders

330

(3)

From soft and squishy to hard and tangible

333

(4)

Summary and conclusion

337

(4)

Measuring the value of the corporate brand

341

(32)

Introduction

344

(1)

A basic managerial view of brand valuation

344

(2)

From feelings to financials

346

(9)

Financial measures of brand value or brand equity

355

(3)

Brand Finance brand valuation methodology

358

(11)

Summing up corporate brand value

369

(1)

Conclusive note

370

(3)

Closing and re-opening the corporate umbrella

373

(25)

Introduction

376

(5)

The closing corporate communication umbrella

381

(7)

Opening the new corporate umbrella

388

(7)

Summary and conclusion

395

(3)

References

398

(10)

Index

408

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

Summary

Author Biography

Table of Contents

Supplemental Materials