Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management
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Volume 10 Number 1
For Your Bookshelf Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management Cees B.M. van Riel and Charles J. Fombrun Routledge, London and New York; ISBN 978-0415328265; 408pp; paperback, US$44.95
Corporate Reputation Review (2007) 10, 73–74. doi:10.1057/palgrave.crr.1550039 In 1992, Van Riel’s book ‘Identiteit en imago’ (‘Identity and image’) was one of the first, if not the first, monographs to systematically cover the field of corporate communication from an academic perspective. Earlier books, like Riley and Levy (1963), Olins (1978), and Garbett (1988), were primarily practice-oriented, while more academically oriented books like Frank and Brownell (1989) and Jablin et al. (1987) focused on specific areas within corporate communication. Van Riel’s book was very well received on the Dutch market, and published in English by Prentice Hall in 1995. Now, Van Riel and Fombrun, who cofounded both the Reputation Institute and the CRR, have collaborated to substantially revise and update the book. They have added many new practical examples and discussions of recent academic studies, as well as treatments of additional topics. The new edition basically has the same structure as the 1995 book. Like its predecessor, the book implicitly consists of two parts, the first part dealing with the principles of corporate communication (Chapters 1–5), and the second with its practical implementation (Chapters 6–11). The book is guided by two propositions:
(1) the goal of all corporate communication efforts is to enhance corporate reputation, and (2) all efforts should be coordinated and consistent in order to be effective. Compared to the previous edition, the sections on the measurement of reputation and identity were separated from their conceptual counterparts and turned into separate chapters, while four new chapters were added (‘Communicating with the corporate brand’, ‘Developing a reputation platform’, ‘Communicating with key stakeholders’, and ‘Applied reputation research’). I think this revised structure has improved the flow of the book, which is now structured more like a story, following the different steps that companies can take in developing corporate communication. On the other hand, the increase in the number of chapters does make it a bit more difficult to navigate through the book by using the table of contents. This is also complicated by some of the chapter titles: for example, for many readers it might be difficult at first sight to tell the difference between topics like ‘Communicating with the corporate brand’, ‘Expressing the company’ and ‘Communicating with key stakeholders’. The four new chapters do offer valuable and detailed insights relevant for both
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Corporate Reputation Review, Vol. 10, No. 1, pp. 73–74 © 2007 Palgrave Macmillan Ltd, 1363-3589 $30.00
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For Your Bookshelf
academics and practitioners. The chapter on ‘Communicating with the corporate brand’, in addition to giving an overview of the int
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