Mastering Business for Strategic Communicators
Insights and Advice from the C-suite of Leading Brands
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- Description
- Contents
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Foreword by Roger Bolton, president, Arthur W. Page Society PART I. Introduction 1. Advising "the room where it happens": the business case for business acumen; Matthew W. Ragas, Ph.D. and Ron Culp PART II. Communications, Business Acumen and the C-suite 2. The communicator as integrator; Gary Sheffer & Weber Shandwick 3. Why business acumen matters more than ever; Peter Marino 4. From farm to pharm: business and life lessons learned in the barnyard; Jeffrey A. Winton & Astellas Pharma PART III. Finance and Investor Relations 5. Taking the numb out of numbers: working with the office of the CFO; Kathryn Beiser 6. The partnership between corporate communications and investor relations; Carole Casto PART IV. Human Resources and Employee Engagement 7. Mastering business means first understanding your people; Corey duBrowa 8. Employees as drivers of corporate brand and reputation; Paul Gerrard and Angela Roberts 9. Have a seat at the table - not on the fringes; Anne C. Toulouse PART V. Corporate Strategy, Innovation and Legal 10. Collaborating with strategy and innovation: taking on the challenge to "communicate the amoeba"; Linda Rutherford 11. Telling the story of value creation; Clarkson Hine 12. Lessons from my father: bringing the "greener rules" to corporate strategy and planning; Chuck Greener, 13. Understanding the corporate legal department; Mark Bain & Baker McKenzie PART VI. Marketing, Brand and Data Analytics 14. Driving to the right place: aligning communications with business goals and objectives; Joe Jacuzzi and Tony Cervone 15. Peas in a pod: communications and the chief marketing officer; Richard Kylberg 16. Learn the language of business and keep what you earn; B. J. Talley PART VII. Social Responsibility and Transparency 17. Truth, trust and transparency: why hard facts and corporate honesty matter; Matt Peacock 18. How communicators can help corporations make a difference; Stacy Sharpe 19. Communications for social good; Andrew Solomon PART VIII. Communication and Corporate Transformations 20. Building communications' influence during corporate transformation; Kelly McGinnis 21. Accentuate the positive: the communicator's catalytic effect; Jon Harris 22. Communications leadership that strong leaders expect; Nick Tzitzon PART IX. Summing Up 23. Observations and conclusions from "Masters of Business"; Matthew W. Ragas, Ph.D and Ron Culp
Veterans of marketing and business communication help communications professionals think like business people in order to contribute to the company and further their career. They cover communications, business acumen, and the C-suite; finance and investor relations; human resources and employee engagement; corporate strategy, innovation, and legal; marketing, brand, and data analytics; social responsibility and transparency; and communication and corporate transformations. Among the topics are why business acumen matters more than ever, the partnership between corporate communications and investor relations, driving to the right place: aligning communications with business goals and objectives, how communicators can help corporations make a difference, and communications leadership that strong leaders expect.
Building deeper competencies in business helps strategic communicators gain traction with the many silos of the typical corporate C-suite. Mastering Business for Strategic Communicators makes the case that these competencies empower communicators to counsel and serve as integrators of many strategic priorities beyond communication...
The overall tone of the book is invitational to new practitioners, as well as to those who would seek more responsibility. Many practitioners discuss their mistakes, their influences, and their own learning through trial and error. In sum, these authors' views of the power of communication should both inspire and instruct.