Komunikasi Korporasi: Strategi Menghadapi Lingkungan Kritis  

Oleh:

Hardjana, Andre ; Purbaningrum, Dwi

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: TRANSAKSI : Jurnal Bisnis, Ekonomi, dan Sosial vol. 4 no. 1 (Nov. 2012), page 17-34.
Topik: Communication Strategy; Strategic Communication; Identity; Image; and Reputation Management
Fulltext: KOMUNIKASI KORPORASI_ros.pdf (739.83KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT40.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article deals with the development of the corporate communication concept from its critical origin almost half a century ago. Corporate communication was technically coined by Schmertz, CCO of Mobil Oil, when his oil company underwent a multidimentional crisis resulyed by OPEC's embargo in 1973. Being designed as an umbrella under which all organization's communication activities were put together, it was a totally integrated corporate communication function. Conceptually, corporate communication has been derived from Aristotle's Rhetoric. Its primary concern was on identity and image building. It was then linked directly with the corporate's vision and mission statement. Thus it became an integral part of the corpo-rate strategy. It is now considered as a strategic tool for managing image, identity, and reputation.

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