Strategic Corporate Communication

Core Concepts for Managing Your Career and Your Clients' Brands (First Edition)
Ross Brinkert and Lisa V. Chewning
©2021, 280 pages

Paperback list price: $ 84.95

Cognella Direct Ebook: $64.95

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Strategic Corporate Communication

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    Strategic Corporate Communication: Core Concepts for Managing Your Career and Your Clients' Brands introduces readers to essential strategies in corporate communication. The book centers upon the idea that in order to be successful, communication professionals not only require outward-facing competencies to represent and serve clients, but also personal competencies of self-awareness and self-positioning to manage their careers.

    The text grounds corporate communication in theoretical research and marketplace practices that demonstrate foundational corporate communication elements such as strategy, brand, storytelling, communities, messaging, context, ethics, influence, research and measurement, leadership and management, and change.

    Each chapter introduces relevant theory related to a particular topic, ways in which the information can support career planning, and how the content and skills covered in the chapter apply in the context of the work environment or future interactions with clients. Practical application opportunities at both the personal and organizational level encourage careful reflection throughout. The inclusion of SWOT exercises and case studies with guiding questions inspires critical thinking and further exploration.

    Strategic Corporate Communication is an ideal text for upper-division undergraduate and graduate-level courses in strategic, public relations, corporate, branding, professional, and marketing communication.

    For a look at the specific features and benefits of Strategic Corporate Communication, visit

    Ross Brinkert (Ph.D., Temple University) was an award-winning professor and inaugural chair of the Corporate Communication Program at Penn State Abington. His research and applied work addressed how increasing the engagement of organizational leaders may also foster engagement throughout the entire organization.
    Lisa V. Chewning is an award-winning teacher, associate professor, and chair of the Corporate Communication Program at Penn State Abington. She holds a Ph.D. in communication from Rutgers University. Dr. Chewning's research combines theoretical and applied perspectives to further understand the role of communication in human organization.
    Other Cognella titles by Ross Brinkert:

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    Publisher Direct Ebook Publisher Direct ebooks are available in your Cognella account immediately after purchase and provide access for 180 days. Our ebooks run on RedShelf and VitalSource with annual/perpetual options available.
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    Binder Ready/Loose Leaf
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    Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks. Contact us for course adoptions; not available for individual purchase.
    $84.95 Paperback
    Standard paperback version. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers — and from our website directly — see Purchase button above.
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    $76.95 Ebook
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    $136.95 Hardcover
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    $77.45 Other Formats
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    Other formats (spiral bind, perforated, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase.
    Adopting instructors will receive an instructor's manual containing discussion questions and online activities for each chapter as well as two assignments, a final exam, and a sample syllabus; in addition, instructors will receive ten PowerPoint presentations and a test bank containing multiple choice, true/false, and short answer questions.
    "Students are unclear about the breadth of opportunities that exist in the job market for their degree and skill sets. This book directly addresses that issue through personal branding, which is paramount for personal and professional development. I applaud the authors for recognizing this and crafting a textbook project in response. This book will serve student audiences well at both an introductory or capstone course level. The focus on personal brand development that leads to implications for future clients helps students better understand the holistic of communication as a sense- and meaning-making study, practice and profession and provides unique entrance points for students to engage and succeed."
    Beth E. Michalec, Lecturer - Corporate Communication, Pennsylvania State University-Lehigh Valley

    "I have been needing just this sort of book, that integrates reputational issues with relational ones at the organization level, while also honoring the fact that interorganizational communication is embedded in complex networks. This is an excellent resource for students and their career building. It is so creative! I know my students would LOVE the insights and guidance."
    Marya L. Doerfdel, Professor of Communication, Rutgers University

    "This is a strategic communication book that will engage students with contemporary case studies. Each chapter applies knowledge, skill, and theory in a concise yet comprehensive manner. The authors focus on priorities for today's industry while connecting theory in an applied manner. This book is perfect for a communication studies curriculum as it seamlessly discusses ethics, leadership, organizational change, and interpersonal communication."
    Angela M. Corbo, Ph.D., Chair of Communication Studies, Associate Professor, Widener University

    "I believe students who use this textbook will receive both a strong understanding of essential corporate communication concepts and a clear vision of how to apply those concepts both personally and for the organizations for which they work. It's exactly what I've been looking for! Bravo, Professors Brinkert and Chewning! Bravo!"
    Elizabeth Williams, Director of Undergraduate Studies, Associate Professor, Colorado State University