ABSTRACT
This book reports findings of a three-nation study of public relations and communication management sponsored by the International Association of Business Communicators (IABC) Research Foundation. The Excellence Study provides communication managers and public relations practitioners with information critical to their own professional growth, and supplies organizations with tools that help them communicate more effectively and build beneficial relations with key publics. Communication excellence is a powerful idea of sweeping scope that applies to all organizations -- large or small -- that need to communicate effectively with publics on whom the organization's survival and growth depend. The essential elements of excellent communication are the same for corporations, not-for-profit organizations, government agencies, and professional/trade associations. And they are applicable on a global basis.
The study identifies three spheres of communication excellence. These spheres consider the overall function and role of communication in organizations, and define the organization of this book. They are:
* the core or inner sphere of communication excellence -- the knowledge base of the communication department,
* the shared expectations of top communicators and senior managers about the function and role of communication, and
* the organization's culture -- the larger context that either nurtures or impedes communication excellence.
This text also examines communication excellence as demonstrated in specific programs developed for specific publics.
TABLE OF CONTENTS
chapter |19 pages
What Is Communication Excellence?
part |52 pages
Communicator Knowledge Base
chapter |15 pages
Knowing How to Manage Strategically
chapter |13 pages
Knowing Two-Way Communication Practices
chapter |9 pages
Knowing Traditional Communicator Skills
chapter |10 pages
Build Your Knowledge Base
part |57 pages
Shared Expectations About Communication
chapter |14 pages
The Power of the Communication Department
chapter |17 pages
Shared Expectations of Communication
chapter |13 pages
Building Linkages to the Dominant Coalition
chapter |9 pages
What CEOs Should Do About Excellence
part |62 pages
The Character of Organizations
chapter |14 pages
Participation and Authority in the Culture of Organizations
chapter |14 pages
Empowering Women and Culturally Diverse Employees
chapter |20 pages
The Global Qualities of Excellence
chapter |10 pages
Changing the Character of Organizations
part |44 pages
Putting Excellence to Work