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Corporate communication through social media : strategies for managing reputation

Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism. This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management. The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation. Key Features • Blend of theory and practice of social-mediated communication and implications for reputation management • International focus with contemporary (and classic) examples and cases • Link with professional practice in “Voices from the Field” feature • Discussion questions and activities to encourage critical reflection and informed application

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Detail Information

Series Title

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Call Number

659.2028 Kau c

Publisher

New Delhi, India : SAGE Publications India., 2017

Collation

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Language

English

ISBN/ISSN

9789386446190

Classification

659.2028

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Internet in public relations
Social media
CORPORATIONS -- PUBLIC RELATIONS

Specific Detail Info

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Statement of Responsibility

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