Company Image & Reality: A critique of corporate communications Book

A company's image is a reality. It is a result of a company's actions. If the image is unfavourable, then the company deserves the reputation, either because it reflects the truth or because the company mismanages its communication. Either way management is at fault. Company Image and Reality analyses all aspects of corporate communication. Not only the obvious ones, corporate ads and corporate identity, but equally important and usually neglected areas of staff and community relations. Influential groups, government, trade, and the wider business and financial community, the media, and the general public and, of course, the customer... all audiences are covered. As are all the usual means by which they are reached such as advertising, editorial, literature, corespondence, meetings. These various publics will form an image - whether the company likes it or not, and communication of a sort happens whether a company plans it or not. So it's about time companies took the subject seriously. David Bernstein takes it seriously showing the relavance of communication theory to business practice, illustrating precepts with a multiplicity of examples from both sides of the Atlantic, many from his own experience. Essential reading for anyone responsible for communicating in businessRead More