INSEAD Library

Includes bibliographical references and index

Digitized

The Essentials of Corporate Communications and Public Relations Contents Introduction xiii 1 Corporate Communication and the HR Professional The HR Professional's Role in the Communication Function What Is Corporate Communication? Human Resources and Corporate Communication Summing Up Leveraging Chapter Insights: Critical Questions 3 9 22 22 1 2 Communication Fundamentals The Basics of Corporate Communication Understanding Audiences Selecting the Appropriate Source Creating Appropriate Messages Selecting Appropriate Channels Planning Appropriate Timing Summing Up Leveraging Chapter Insights: Critical Questions 23 26 30 36 38 40 41 42 3 Developing an Integrated Corporate Communication Strategy A Strategic Approach to Corporate Communication The Importance of an Integrated Communication Strategy How to Build Your Corporate Communication Strategy 46 48 43 viii Contents The Communication Audit Integrating Corporate Communication and HR Strategies Summing Up Leveraging Chapter Insights: Critical Questions 57 58 59 59 4 Communication Research, Measurement, and Evaluation The Use of Research in the Communication Process The Value of Measurement What Can Be Measured--What Should Be Measured Common Research Methods Research Isn't Always the Answer Summing Up Leveraging Chapter Insights: Critical Questions 61 64 66 71 76 78 78 5 Communicating with External Audiences The Communication Needs and Requirements of Various External Audiences Customers and Consumers The News Media Investors Governmental Bodies and Officials The Community at Large Summing Up Leveraging Chapter Insights: Critical Questions 79 81 85 92 96 99 103 103 6 Communicating with Employees Employee Communication as a Process Addressing the Challenges of Effective Employee Communication Developing an Employee Communication Strategy Meaning Through Measurement Special Opportunities in Employee Communication Techniques for Effective Employee Communication Summing Up Leveraging Chapter Insights: Critical Questions 105 109 111 116 117 120 126 130 130 Strategies and Tactics for Communication with Internal Audiences Contents 7 Issues Management and Crisis Communication Dealing Proactively and Effectively with Issues and Crises Issues Management Crisis Communication Anticipating and Preparing for a Crisis How to Communicate During a Crisis Advice for Handling Issues and Crisis Communication Summing Up Leveraging Chapter Insights: Critical Questions ix 131 133 138 140 144 147 156 157 8 Developing and Implementing Communication Plans A Process for Developing Effective Communication Plans Types of Communication Plans Steps to Develop and Implement a Communication Plan A "Planned Response" to Communication Requests Summing Up Leveraging Chapter Insights: Critical Questions 159 161 162 172 176 177 9 Tools of the Trade The Use and Benefits of Various Communication Tools Verbal Communication Tools Written Communication Tools Electronic Communication Tools Summing Up Leveraging Chapter Insights: Critical Questions 179 182 184 191 200 201 10 Selecting the Appropriate Tool Guidelines for Selecting the Right Tool for the Right Purpose The Objective The Audience The Culture Multiple Times--Multiple Ways HR and the Intranet Summing Up Leveraging Chapter Insights: Critical Questions 203 206 207 209 209 211 216 216 x Contents 11 Handling Challenging HR Communications Insights for Dealing with Common yet Challenging Communication Situations Communicating Pay Communicating Health Plan Benefits Communicating with Employees in Remote or Off-site Locations Employee Relocations Corporate Acquisitions and Mergers Downsizing Budget Cuts Summing Up Leveraging Chapter Insights: Critical Questions 217 218 224 226 229 235 240 242 249 250 12 Enhancing HR's Communication Competencies What HR Professionals Need to Know to Ensure a Role in Corporate Communication Communication Skills for HR Professionals Where to Go from Here in Your HR Department Summing Up Leveraging Chapter Insights: Critical Questions 251 252 257 260 261 Appendix A: Speech Preparation Tool Appendix B: What to Measure Appendix C: Sample Scoring Sheet for Objective Media Review Appendix D: Diagnosis Tool for Internal Communication Appendix E: Sample Communication Plan Appendix F: Acquisition--Phases and Types of Communication 263 265 267 269 273 277 Contents Appendix G: Steps for Conducting Communication Audits Appendix H: Audit Survey Notes For Further Reading Additional Titles from the Society for Human Resource Management (SHRM)® Index About the Series Adviser About the Writer About the Society for Human Resource Management Acknowledgments xi 279 281 285 289 291 293 305 307 309 311