Corporate Advocacy
A Strategic Communications Approach
Seiten
2025
Routledge (Verlag)
978-1-032-59554-2 (ISBN)
Routledge (Verlag)
978-1-032-59554-2 (ISBN)
This text prepares readers to incorporate corporate advocacy into future communications roles in ethical, thoughtful, and strategic ways. It is an ideal text for advanced undergraduate or master's level in a corporate advocacy course or a supplementary text for various courses releated to public relations and strategic communication.
Providing a foundational look at corporate advocacy from the perspective of strategic communications, this book develops strategies for authentic and meaningful ways companies can engage in advocating for social issues in order to have the strongest and most positive impact on society and their business.
Customers, employees, investors, and other stakeholders increasingly expect companies to address complex, and sometimes divisive, sociopolitical issues. Communications professionals must determine how best to engage with those issues, both internally and externally, while considering a variety of operational and reputational factors. This text prepares readers to incorporate corporate advocacy into future communications roles in ethical, thoughtful, and strategic ways. It starts by providing a contextual and theoretical foundation for the topic, continues with an exploration of the perspectives of various stakeholder groups, and then focuses on the most ethical practices for communicating and acting on a company’s advocacy stance.
Ideal as a primary text at the advanced undergraduate or master's level in a corporate advocacy course or a supplementary text in a corporate social responsibility (CSR) communication, public relations (PR), strategic communication, or marketing course, this text is also well suited to new professional communicators.
An instructor’s manual with suggestions for in-class exercises and assignments and links to further resources is available at www.routledge.com/9781032595542.
Providing a foundational look at corporate advocacy from the perspective of strategic communications, this book develops strategies for authentic and meaningful ways companies can engage in advocating for social issues in order to have the strongest and most positive impact on society and their business.
Customers, employees, investors, and other stakeholders increasingly expect companies to address complex, and sometimes divisive, sociopolitical issues. Communications professionals must determine how best to engage with those issues, both internally and externally, while considering a variety of operational and reputational factors. This text prepares readers to incorporate corporate advocacy into future communications roles in ethical, thoughtful, and strategic ways. It starts by providing a contextual and theoretical foundation for the topic, continues with an exploration of the perspectives of various stakeholder groups, and then focuses on the most ethical practices for communicating and acting on a company’s advocacy stance.
Ideal as a primary text at the advanced undergraduate or master's level in a corporate advocacy course or a supplementary text in a corporate social responsibility (CSR) communication, public relations (PR), strategic communication, or marketing course, this text is also well suited to new professional communicators.
An instructor’s manual with suggestions for in-class exercises and assignments and links to further resources is available at www.routledge.com/9781032595542.
Yvette Sterbenk is Associate Professor at the Roy H. Park School of Communications at Ithaca College, USA.
Part I: Context 1. Introduction to Corporate Advocacy 2. The Evolution of Corporate Advocacy 3. Ethics of Corporate Advocacy 4. Audiences Part II: Planning 5. Decision Making 6. Strategic Planning 7. Message Development Part III: Implementation 8. Marketing Communications 9. Executive Thought Leadership 10. Employee Communications 11. Partnerships 12. DEI Communications Part IV: Evaluating and Adjusting 13. Measurement and Reporting 14. Managing Uncertainty
| Erscheinungsdatum | 17.10.2025 |
|---|---|
| Zusatzinfo | 8 Tables, black and white; 4 Line drawings, black and white; 6 Halftones, black and white; 10 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 340 g |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-032-59554-X / 103259554X |
| ISBN-13 | 978-1-032-59554-2 / 9781032595542 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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