Contemporary business organizations are called upon to address a growing number of issues that affect them across the board, and no single function or role within the organization can provide a solution on its own. Examples include the challenges linked to climate change, the ever-increasing demand for environmental protection, changing consumer behaviour, a growing focus on inclusion and diversity, digital transformation, and many others.
In this scenario, the strategic role of the communications function emerges as a lever for influencing the company’s competitive environment, as well as its ability to succeed and maintain cooperative relationships with both internal and external stakeholders. In other words, communication is viewed from a strategic management perspective.
This book is aimed at those approaching the discipline of corporate communication for the first time, whether they are undergraduate or postgraduate students, or professionals. The aim is to present the most established findings from both literature and practice in a format suitable for initiating a process of learning and professional development. Each topic is treated following two principles: on the one hand, reference to the most up-to-date international body of scientific knowledge; on the other hand, clarity of presentation.
Authors and contributors
Alessandra Mazzei is Professor in Corporate Communication at IULM University, where she teaches Brand and Corporate Communication, and Internal Communication and Change Management. She also heads the Centre for Employee Relations and Communication.
Silvia Ravazzani, PhD, is Associate Professor in Corporate Communication at IULM University, where she coordinates the degree programme in Corporate Communication and Public Relations. She is also a member of the Scientific Committee and Senior Practice Leader at the Centre for Employee Relations and Communication.
Chiara Fisichella, PhD, is a Research Fellow in Management at UNINETTUNO Telematic University and adjunct professor in Event Management and Sponsorship at IULM University. She works as a Senior Researcher with the Centre for Employee Relations and Communication.
Alessandro Lucchini is the founder of Palestra della scrittura and adjunct professor at IULM University , where he teaches Communicating in Critical Situations, Public Speaking, Writing for the Web and Social Media.