Reengineering Corporate Communication

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM

This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience.

"Visual thinking". This unique method of processing information helps managers and professionals discover how to renew their organizations, reengineer their processes, align human resources, and operate in a more efficient manner by using visual images to illustrate concepts.

This volume shows how ICT (information and communications technology) can play the role of a driver of business process reengineering (BPR). ICT can aid in enabling improvement in BPR activity cycles as it provides many components that enhance performance that can lead to competitive advantages. IT can interface with BPR to improve business processes in terms of communication, inventory management, data management, management information systems, customer relationship management, computer-aided design, computer-aided manufacturing (CAM), and computer-aided engineering. This volume explores these issues in depth.

Explore the multifaceted steps needed for a successful reengineering process! With The Aftermath of Reengineering: Downsizing and Corporate Performance, you will explore the effectiveness of business organizations after they have significantly changed how they do business. Reengineering is based on the concept of significantly altering existing business models and thinking by reinventing the way in which work is done. You will discover innovative reengineering strategies and solutions that have been utilized by many Fortune 500 firms in their efforts to become more focused with reinvigorated business activity. Volatile business conditions have driven the use of reengineering and have led to drastic corporate downsizing where organizations are expected to do more with less. The Aftermath of Reengineering examines the positive and negative aspects of the demanding process of reengineering. Based on original research and existing literature on organizations that have used reengineering, The Aftermath of Reengineering will assist you with he following reengineering issues: organizing layoffs that do not hinder the productivity or company loyalty of the employees who remain creating internal changes to businesses in the form of structural realignments and downsizing placing greater emphasis on quality levels in product and service output creating faster communication channels hiring a more educated, skilled employee base placing higher expectations on management defining your company's necessary expenses establishing critical business processes determining your company's core competencies, and competitive advantage setting profit growth targets The Aftermath of Reengineering covers many recent reengineering efforts made by large corporations in the United States such as Chase Manhattan Corp. Eastman Kodak, and IBM that have sought to pare down a large bureaucracy and steep overhead expenses. You will explore the effective and ineffective results of these efforts and discover the skills needed for successful reengineering to take place. The Aftermath of Reengineering will assist you in achieving a successful vision for your company's future which includes new workplace values, improved leadership, teamwork, and customer-driven success.

TOPICS IN THE BOOK Government Communication: A Critical Analysis of the Strategic Dimensions of the Central National Government Communication in Kenya Managing Corporate Identity during Organisational Transformation in a Public Institution in Kenya Television Betting Advertisements and the Gambling Behavior of Undergraduate University Students Aged between 18 and 25 Years in Kiambu County Kenya Intercultural Communication Competence and Academic Performance of International University Students at Pan African University Institute for Basic Sciences, Technology and Innovation Abstinence Communication Campaigns and Prevention of HIV and AIDs among Undergraduate University Students in Kenya: A Case of Jomo Kenyatta University of Agriculture and Technology

Communication becomes more complex as businesses compete in a global environment. The complexity brought on by an explosion in the number of tools for communication -- computers, digital media, interactive corporate television, faxes, e-mail, the Internet -- fuels the need for a corporation to consider its communications as central to its strategic plans. Corporate Communications for Executives looks closely at the professional practice of corporate communication. It offers numerous perspectives on ethics, science and society, employee motivation, corporate social responsibility, internal communication, global corporate communications, and communicating corporate cultures.

This is a wide-ranging, up-to-date introduction to modern business communication, which integrates communication theory and practice and challenges many orthodox views of the communication process. As well as developing their own practical skills, readers will be able to understand and apply principles of modern business communication. Among the subjects covered are: interpersonal communication, including the use and analysis of nonverbal communication group communication, including practical techniques to support discussion and meetings written presentation, including the full range of paper and electronic documents oral presentation, including the use of electronic media corporate communication, including strategies and media. The book also offers guidelines on how communication must respond to important organizational issues, including the impact of information technology, changes in organizational structures and cultures, and the diverse, multicultural composition of modern organizations. This is an ideal text for undergraduates and postgraduates studying business communication, and through its direct style and practical relevance it will also satisfy professional readers wishing to develop their understanding and skills.