Book description
The role of the chief communication officer (CCO) in today’s enterprise has dramatically changed over the past 30 years. Once focused on getting news out to media outlets, today’s CCO has become an integral part of any enterprise—company, corporation, governmental, and nongovernmental entity. Today’s CCO is responsible for internal and external communication, with creating and implementing communication strategies that help mold enterprise mission, vision, value, and character, and with building enterprise reputation through stakeholder engagement. As a part of the “C-Suite,” the CCO must understand not only the psychology and sociology of the business, but also the role that she has in informing the C-Suite and the chief executive officer what internal and external stakeholders are thinking and how this may affect corporate image in terms of credibility, confidence, trust, relationship, and reputation. In short, the new CCO must understand both the science and the art of communication and apply that knowledge to advancing her enterprise’s goals and objectives through a faster and ever-larger-reaching set of media.
Table of contents
- Cover
- Half-title Page
- Title Page
- Copyright
- Contents
- Foreword
- Introduction
- Chapter 1 The Changing Business Landscape: Tina McCorkindale, Aedhmar Hynes, and Raymond Kotcher
- Chapter 2 The Evolving Corporate Communication Function: Paul Argenti, Maril MacDonald, and Sean O’Neill
- Chapter 3 The Trust Imperative: Richard Edelman, Stephen A. Greyser, E. Bruce Harrison, and Tom Martin
- Chapter 4 Managing the Corporate Character of the Enterprise: Identity, Purpose, Culture, and Values: Shannon A. Bowen, Ginger Hardage, and Wendi Strong
- Chapter 5 Stakeholder Engagement—Creating and Sustaining Advocacy: Michael Fernandez, Matthew Gonring, and Sally Benjamin Young
- Chapter 6 The Changing and Expanding Foundational Role of the CCO: Charlotte R. Otto, Gary Sheffer, and Donald K. Wright
- Chapter 7 Total Integration: Working Across the C-Suite: James S. O’Rourke, IV, James Spangler, and Richard Woods
- Chapter 8 Building an Enterprise Digital Engagement System: Terence (Terry) Flynn, Jon Iwata, and Alan Marks
- Chapter 9 Skills and Capabilities of the Modern CCO: Mark Bain, W. Timothy Coombs, and Bob Feldman
- Chapter 10 The New Reality: Roger Bolton, Jennifer Prosek, and Don W. Stacks
- References
- About the Authors
- Index
- Backcover
Product information
- Title: The New Era of the CCO
- Author(s):
- Release date: January 2018
- Publisher(s): Business Expert Press
- ISBN: 9781631575365
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