Corporate Advocacy

A Strategic Communications Approach
1. Auflage 2025
ISBN: 978-1-032-59554-2
Verlag: Taylor & Francis Ltd

Buch, Englisch, 182 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 453 g

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 communication, public relations, 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.

Zielgruppe

Postgraduate, Professional Practice & Development, and Undergraduate Advanced

Autoren/Hrsg.

Sterbenk, Yvette

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik

Inhaltsverzeichnis

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

Über Autor(innen)

Yvette Sterbenk is Associate Professor at the Roy H. Park School of Communications at Ithaca College, USA.