今天，“财富500强公司”的首席沟通官（The chief communication officer）在变幻莫测的全球经济环境下面临着巨大挑战，因特网引发了沟通渠道的革命，新世纪里公司的主张也被彻底颠覆。对于描述跨国公司面临的具体沟通挑战及其缘由，本书为读者提供了框架研究。
        书中回顾了社会对现代企业以及企业沟通的发展的反应，研究了全球化、Web2.0和网络企业对当今公司与其客户、员工、股东、社区和监管部门的重要关系的影响。在研究这些相互交织的势力时，作者提出了把有效沟通作为企业业务战略部署的见解。本书就是为未来的首席沟通官所设计的，提供了管理投资者关系、社区关系等其他媒体关系的最新指南。而且，还为目前的从业者如何组织和执行有效的沟通提供了具体的建议。

【评论】
«Goodman and Hirschs book is essential reading for corporate communications executives. Insightful and practical, it will help them become better counselors to their CEOs, better partners with their C-suite colleagues, and better leaders of their own organizations.» (Dick Martin, Executive Vice President, AT&T (retired); Author, Secrets of the Marketing Masters)

«In situating corporate communication issues and practices within the context of globalization, rapid technological change, and the networked organization, Goodman and Hirsch offer readers a compelling and necessary discussion of the forces influencing corporate communication, and they utilize a host of contemporary examples to do so. This book is a must read for researchers and practitioners interested in business, corporate communication, corporate social responsibility (CSR), and environment society governance (ESG) on the global stage. Goodman and Hirsch encourage us all to think carefully about what effective corporate communication should look like in the 21st century.» (Stacey L. Connaughton, Associate Professor, Department of Communication, Purdue University)
«In todays global environment, there is no function within a major corporation more important than what is commonly called corporate communication. This new book, Corporate Communication: Strategic Adaptation for Global Practice, written by Goodman and Hirsch, supports that conclusion with comprehensive and convincing evidence. Large companies cannot succeed today without successfully managing relationships with their key constituencies in the context of what is desired by those constituencies. Previously, only the CEO him or herself has been in a position to view all of those audiences with a balanced view of what is ethical and correct behavior. The fully developed corporate communication function of today has evolved to work side by side with the CEO and Boards of Directors. The function not only influences what and how a company speaks, but also how it acts. The Goodman/Hirsch book makes that case more strongly than any text written in the past. It should be must reading for not only the professional communicator but for all CEOs and Boards of Directors to see the unique and priceless value the corporate communication function can bring to the corporate table today.» (James E. Murphy, Retired Chief Marketing and Communications Officer of Accenture; Chairman & CEO of Murphy & Co.)
«Goodman and Hirsch capture not only the theory and organization of corporate communication, but its true heart and soul, even as they show you how to ground this practice in a wholly changed and changing world.» (Raymond C. Jordan, Corporate Vice President Public Affairs & Corporate Communications, Johnson & Johnson)

【作者介绍】
Michael B. Goodman is Professor at Baruch College/City University of New York, where he is Director of the M.A. Program in Corporate Communication. He is Founder and Director of CCI Corporate Communication International. He is also Adjunct Professor of Corporate Communication at Fairleigh Dickinson University, and Visiting Professor of Corporate Communication at Aarhus School of Business (Denmark), University of Johannesburg (South Africa), Bangkok University, and Hong Kong Polytechnic University. He has published widely, including Work with Anyone Anywhere: A Guide to Global Business and Corporate Communication for Executives. He is on the Editorial Advisory Board and is Associate Editor for North America of Corporate Communication: An International Journal. He has been a consultant to more than 40 corporations and institutions on corporate communication, managerial communication, problem-solving, new business proposals, change, and corporate culture.
Peter B. Hirsch has more than 25 years experience in counseling global corporations and runs an independent consulting firm specializing in corporate reputation and issues management. He has also worked with foreign governments, including the governments of Greece, Colombia, and the Philippines. Previously, he was a partner at Porter Novelli, where he established the corporate communication practice and served as Global Practice Leader for Corporate Affairs. He has been Adjunct Professor teaching courses on a range of corporate communication topics at Baruch College/City University of New York, Columbia University, and Fordham University. He has also lectured at Fairleigh Dickinson University and New York University. He has written numerous articles, including «The Ulysses Project» (Journal of Business Strategy) and «My Country Is Different» (Corporate Communication, An International Journal). He is a member of the advisory board of Corporate Communication International and a member of the Public Relations Society of America.