Introduction to Corporate Communication

This book examines the evolution of corporate communication in the recent past in the context of the rapidly changing contemporary business environment in India.

Using several case studies, it illustrates the growing need for small and large businesses to recognize and form a direct connection with their stakeholders and further explains the effective ways through which specific business requirements are realized by communication managers. The book explores the greater dependency and function of multiple media strategies and their challenges. It also offers various theoretical and practical insights into the successful integration of diverse communication and marketing strategies like employee communication, investor relations, corporate social responsibility and philanthropy, branding, crisis management, and corporate ethics and governance, among others.

Lucid and comprehensive, this book will be an essential read for students and scholars of corporate communications, business management, media and communication studies, public relations, and marketing, as well as communication and marketing practitioners.

Charu Lata Singh is Professor and Dean at the Department of Journalism and Mass Communication, Vivekananda Institute of Professional Studies, New Delhi, India. She is a renowned media academician, with about 22 years of experience in the industry and in media education. Her research interests include public relations and corporate communication. She has researched publicatons on corporate social responsibility and presented papers on Public Relations and image building. She was recently awarded for her research by PRSI. She is credited for conceiving the concept of "Individual Social Responsibility" and for coining the term digitracy. She has received the Iconic Women Creating Better World for All award by the Women Economic Forum twice.

Mona Gupta is Senior Assistant Professor at Vivekananda Institute of Professional Studies, New Delhi, India. She has been teaching and conducting research in the field of corporate communications and public relations for the past 15 years. Her recent works include "Adoption and Adaptation of Communication Audit in Corporate Communications" published in international journal Glocalism: Journal of Culture, Politics and Innovation and "Understanding the Role of Public Relations in Foreign Policy Formulation Process" published in 2020. She has organized live public relations campaigns with her students on health and hygiene, mental health, anti-bullying campaigns, and many more. Her major works include the 2017 campaign on "Let’s Talk Depression" with the World Health Organization and a campaign on Safai karamacharis and training households on garbage segregation for the Municipal Corporation of Gurgaon.