conference on corporate communication 2003

Program Conference on Corporate Communication 2010 June 4 - 7, 2010 Wroxton College Wroxton, England

Sponsored by … Corporate Communication International at Baruch College/CUNY Offered in association with … Corporate Communications: An International Journal Michael B. Goodman, Ph.D., Director Corporate Communication International at Baruch College/CUNY, USA Associate Editor - North America Corporate Communications: An International Journal, UK

Christina M. Genest, M.A., Associate Director Corporate Communication International at Baruch College/CUNY, USA

Wim J.L. Elving, Ph.D., Editor Corporate Communications: An International Journal, UK

Nicholas D.J. Baldwin, Ph.D., Dean Wroxton College Fairleigh Dickinson University, UK In partnership with …

ASB Centre for Corporate Communication Aarhus School of Business, Aarhus University, Denmark

Australian Journal of Communication and the Writing, Editing & Publishing Program Faculty of English, Media Studies & Art History, The University of Queensland, Australia

The Bilingual Corporate Communication Program Committee Department of Chinese & Bilingual Studies, The Hong Kong Polytechnic University, Hong Kong

Conference on Corporate Communication 2010

Welcome to the Conference on Corporate Communication 2010

Corporate executives and university scholars meet annually to exchange information and explore the influence of globalization on the corporate communication profession as it relates to theory, practice, roles, processes, and ethics.

The Conference on Corporate Communication 2009 is intended to:

• Illuminate the interest in corporate communication as a strategic function in organizational success.

• Continue as a forum for the exchange of ideas and information among industry and university representatives.

• Indicate trends and provide analysis for communication professionals, university faculty, and others interested in corporate communication.

• Disseminate the conference discussions through the publication of a Proceedings. Papers will also be considered for publication in Corporate Communications: An International Journal.

The Conference on Corporate Communication is sponsored by Corporate Communication International at Baruch College/CUNY, U.S.A., in association with Corporate Communications: An International Journal, published by Emerald Group Publishing Limited, U.K. The site of the annual conference is historic Wroxton Abbey at Wroxton College of Fairleigh Dickinson University in Wroxton Village located 70 miles north of London in the Cotswolds. Abstracts are peer reviewed for conference acceptance. Papers are published in the conference Proceedings. Best and Highly Commended Paper awards, sponsored by Emerald Group Publishing Limited, publisher of Corporate Communications: An International Journal, are presented at the conference to the authors of the best papers overall. Papers are also considered for publication in Corporate Communications: An International Journal.

Enjoy Wroxton College & Surroundings! Wroxton College, Wroxton, England (near Banbury) is the home of Wroxton Abbey, a modernized 17th- century Jacobean Mansion, parts of which date back to 1217. Take in your historic surroundings and take a walk on this campus with 56 acres of lawn, ponds, and woodlands. Join Dean Baldwin’s Wroxton Abbey tour (Saturday, 6:30 PM). Explore picturesque Wroxton Village. Enjoy this unique conference experience. Questions about the facilities during your stay – visit Reception behind the Abbey entrance where you signed in on arrival. They are available 24 hours a day. Questions about the conference – check in with Tina Genest, conference coordinator. Have a productive conference and a memorable stay. Wroxton College Wroxton CollegeWroxton, Nr. BanburyOxfordshire OX 15-6PX UK +44 (0)1295730551 [email protected]

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June 4 - 7, 2010 Wroxton College Wroxton, England

Program Agenda FRIDAY, JUNE 4 7:30PM / Lecture Hall WELCOME REMARKS & BUFFET

Michael B. Goodman (Conference General Chair) Wim J.L. Elving (Conference Co-Chair) Nicholas D.J. Baldwin (Dean, Wroxton College) 8:30PM – 11:00PM / Buttery BUTTERY BAR OPEN SATURDAY, JUNE 5 8:00AM – 8:45AM / Dining Room BREAKFAST 8:55AM – 9:40AM / Lecture Hall PLENARY SESSION & SPEAKER

Corporate Communication & Strategic Adaptation Michael B. Goodman (CCI at Baruch College/CUNY, USA) 9:40AM – 10:30AM / Lecture Hall PANEL SESSION #1: CONVERGING THEORY AND PRACTICE

Strategic Stakeholder Dialogues: A Discursive Perspective on Relationship Building Trine Susanne Johansen and Anne Ellerup Nielsen (Centre for Corporate Communication, Aarhus School of Business, Aarhus University, Denmark)

Strategic CORCOM: Concepts and Content Sandra M. Oliver (Thames Valley University, UK) 10:30AM – 11:00AM / Buttery TEA AND COFFEE 11:00AM – 12:30PM / Lecture Hall PANEL SESSION #2: DEVELOPING STRATEGY FOR CORPORATE COMMUNICATION

Petrobras’ Study of Publics: A Step Toward Achieving the Company’s Strategic Vision for 2020 Mário Mendes Neto, Eraldo Carneiro and Marcos Andre Costa (Petrobras – Petróleo Brasileiro, S.A., Brazil)

Benefits of Process Thinking in Corporate Communication Nina Korhonen and Anne Kankaanranta (International Business Communication, Aalto University School of Economics, Finland)

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On the Discursive Construction of Knowledge Deficits in the ‘Alter’: An Instance of Organizational Communication as a Strategic Instrument of Management Peter Kastberg and Marianne Grove Ditlevsen (Department of Language and Business Communication, Aarhus School of Business, Aarhus University, Denmark) 11:00AM – 12:30PM / Regency Room PANEL SESSION #3: CRISIS COMMUNICATION (1)

Alignment or Bust – A Case Study in Communicating through a Crisis: How Strategic Communication Helped Tenneco Survive the Great Recession James Spangler (Tenneco Inc., USA)

Manager-Employee Communication During a Crisis: The Missing Link Alessandra Mazzei and Silvia Ravazzani (Institute of Economics and Marketing, IULM University of Milan, Italy) 12:30PM – 1:00PM BREAK 12:30PM – 1:00PM / Buttery CCI BOARD OF ADVISORS MEETING & LUNCH 1:00PM – 1:50PM / Dining Room LUNCH 2:00 PM – 4:00 PM / Lecture Hall PANEL SESSION #4: INVESTOR RELATIONS

Revealing Corporate Identities: On the Annual Report as the Business Card of a Company Marianne Grove Ditlevsen (Aarhus School of Business, University of Aarhus, Denmark)

Managerial Earning Forecasts: Does the Use of Hedging Strategies Increase or Decrease the Credibility of These Disclosures? Kristian Hursti (Aalto University School of Economics, Finland)

Looking for Social Capital Initiatives Amid the Downturn: An Analysis of CEOs’ Annual Report Letters Roger W. Hutt (Morrison School of Management and Agribusiness, Arizona State University, USA) 2:00PM – 4:00PM / Regency Room PANEL SESSION #5: BRANDING AND IMAGE ISSUES

Public Diplomacy and Image Management: How the US Government Repaired its Image from the 2008 Financial Crisis Andrea Angelica Chua, Winnie See-Leng Sim and Augustine Pang (Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore)

Visual Identity and IPRs in Corporate Brand Management Saila Saraniemi (Department of Marketing, University of Oulu, Finland), Wim J.L. Elving (Department of Communication, Amsterdam School of Communications Research, University of Amsterdam, The Netherlands), Pia Hurmelinna-Laukkanen, Mari Juntunen (Department of Marketing, University of Oulu, Finland)

Exploring and Categorizing Employer Branding Tools Implemented in Italian Companies Carmela Tuccillo, Alfonso Siano and Maria Palazzo (Department of Communication Studies University of Salerno, Italy)

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New Communication Models for Danish Museums: How to “Do” Corporate Communication the Museum Way Anna Karina Kjeldsen (Centre for Corporate Communication, Aarhus School of Business, Aarhus University, Denmark) 4:00PM – 4:30PM / Buttery TEA AND COFFEE 4:30PM – 6:00PM / Lecture Hall PANEL SESSION #6: NEW MEDIA, MEDIA RELATIONS & CORPORATE COMMUNICATION

Employee Dissent in Federal Government Organizations: Lessons for Managing Reputation and Fostering Employee Loyalty Heather Lynne Hamilton (Communications Branch, Environment Canada)

Mapping and Leveraging Influencers in Social Media to Shape Corporate Perceptions Norman Booth (Coyne Public Relations, USA) and Julie Ann Matic (Communication Specialist, USA)

Social Media Marketing Wendy Flanagan (Brand4Market, USA) 6:00PM – 6:30PM BREAK 6:30PM – 7:00PM / Great Hall RECEPTION & TOUR

Nicholas D.J. Baldwin (Dean, Wroxton College, England) 7:00PM / Dining Room DINNER 8:30PM – 10:00PM / Buttery BAR OPEN SUNDAY, JUNE 6 8:00AM – 8:45AM / Dining Room BREAKFAST 9:00AM – 10:30AM / Lecture Hall PANEL SESSION #7: CRISIS COMMUNICATION (2)

Communicating Crisis: How Culture Influences Image Repair in Western and Asian Governments Yvonne Siew-Yoong Low, Jeni Varughese and Augustine Pang (Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore)

Managing the Information Vacuum During Crisis: Explication, Elaboration and Implication for the Organization Augustine Pang (Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore)

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Examining the Effects of Over Communication of Crisis Preparedness Messages by Governments: Testing the Crisis Message Processing Model Kester Tay, Rasiah Raslyn Agatha, May O. Lwin and Augustine Pang (Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore) 9:00AM – 10:30AM / Regency Room PANEL SESSION #8: MANAGEMENT ISSUES IN CORPORATE COMMUNICATION

The War for Talent? The Relevance of Employer Branding in Job Advertisements for Becoming an Employer of Choice Wim J.L. Elving, Jorinde J.C. Westhoff, Kelta Meeusen and Jan-Willem Schoonderbeek (Department of Communication, Amsterdam School of Communications Research, University of Amsterdam, The Netherlands)

Guiding the Next Generation of Practitioners: Helping Students Define and Apply Norms for CSR Rachel Kovacs (College of Staten Island, City University of New York, USA)

Coalition Building Perspective: A Sociopolitical Strategy and Its Corporate Impact Rachel Kovacs (College of Staten Island, City University of New York, USA) 10:30AM – 11:00AM / Buttery TEA & COFFEE 11:00AM – 12:30 PM / Lecture Hall PANEL SESSION #9: LANGUAGE ISSUES FOR GLOBAL ENTERPRISE

Complying with Plain Language Guidelines in the Corporation: If Not, Why Not? Roslyn Petelin and Caroline McKinnon (School of English, Media Studies, & Art History, University of Queensland, Australia)

Non-verbal Communication Norms in Corporate Contexts: A Hong Kong Perspective Patrick P.K. Ng and Daniel W.C. So (Department of Chinese & Bilingual Studies, The Hong Kong Polytechnic University)

Getting a Squirrel to Focus: How to Communicate with and Persuade Today’s Listeners Patricia B. Scott (Uhmms Corp. & Wharton School of Business, University of Pennsylvania, USA) 11:00AM – 12:30 PM / Regency Room PANEL SESSION #10 ISSUES OF TRUST & ETHICS

An Ethical Black Hole Called James Hardie Fred Robins (Business School, The University of Adelaide, Australia)

Staff Attitudes to Talking Openly about Ethical Dilemmas: The Role of Business Ethics Conceptions and Trust N. Leila Trapp (Department of Language and Business Communication, Aarhus School of Business, Aarhus University, Denmark) 12:30PM – 1:00PM BREAK 1:00PM – 2:00PM / Dining Room LUNCH

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2:00PM – 4:00PM / Lecture Hall PANEL SESSION #11: SUSTAINABILITY AND CORPORATE COMMUNICATION Employer Branding as Sustainable Relationship Building and Value Creation: Combining Branding, Human Resources Management and Corporate Social Responsibility Perspectives Helle Kryger Aggerholm, Christa Thomsen and Sophie Esmann Andersen (Centre for Corporate Communication, Aarhus School of Business, University of Aarhus, Denmark) CSR and Skepticism: The Influence of Fit and Reputation on Skepticism towards CSR Communications Wim J. L. Elving (Department of Communication, Amsterdam School of Communications Research, University of Amsterdam, The Netherlands)

Consumers and Corporate Social Responsibility Communication: What Do They Really Want? Line Schmeltz (Centre for Corporate Communication, Aarhus School of Business, Aarhus University, Denmark) 4:30PM – 5:15PM / Lecture Hall SESSION #12: CORPORATE COMMUNICATIONS: AN INTERNATIONAL JOURNAL

NEWS & DEVELOPMENTS

Wim J.L. Elving (Editor, Corporate Communications: An International Journal) CCIJ 2009 BEST PAPER AWARD WINNER PRESENTATION

New Tensions and Challenges in Integrated Communications Joep Cornelissen (Leeds University Business School, UK), Lars Thøger Christensen (The Department of Marketing and Management, The University of Southern Denmark) and A. Fuat Firat (University of Texas – Pan American, USA) 5:15PM – 5:30PM / Lecture Hall SESSION #13: CORPORATE COMMUNICATION INTERNATIONAL

NEWS & DEVLOPMENTS

Michael B. Goodman (Director, CCI at Baruch College/CUNY, USA) Christina M. Genest (Associate Director, CCI at Baruch College/CUNY, USA) 5:30PM – 6:30PM BREAK 5:30PM – 6:30PM / Lecture Hall CONFERENCE PROGRAM COMMITTEE MEETING 6:30PM – 6:55PM / Great Hall RECEPTION 6:55PM – 7:00PM / Wroxton Abbey Front Steps GROUP PICTURE 7:00PM / Dining Room DINNER: ANNOUNCEMENT OF BEST PAPERS

Martyn Lawrence (Publisher, Emerald Publishing Group Limited, UK) Wim J.L. Elving (Editor, Corporate Communications: An International Journal, UK)

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8:30PM – 10:00PM / Buttery BAR OPEN MONDAY, JUNE 7 8:00AM – 8:45AM / Dining Room BREAKFAST 9:00AM – 10:30AM / Lecture Hall PANEL SESSION #14: INTERNATIONAL COMMUNICATION ISSUES

Refining the Concept of Corporate Communication: A Multidisciplinary Approach Alessandra Mazzei (Institute of Economics and Marketing, IULM University of Milan, Italy)

Empowering Corporate Communication for Large-Scale Gains Rod Miller (Executive Institutional Advancement Exchange, Inc., USA)

Communicating in Meta-Organizations: The Structure of Corporate Communication in Business Associations Martin Nielsen (Centre for Corporate Communication, Aarhus School of Business, Aarhus University, Denmark) 10AM / Lecture Hall CLOSING SESSION Michael B. Goodman (Conference General Chair) Christina M. Genest (Conference Coordinator) 11:00AM/ Buttery TEA & COFFEE 1:00PM – 2:00PM / Dining Room LUNCH (Optional)

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Presenters & Authors Helle Kryger Aggerholm, Ph.D., is assistant professor at the Centre for Corporate Communication, University of Aarhus. Her major research interests are HRM, organizational transitions, change and crisis management, management discourse and language as social interaction. She obtained her Ph.D. in May 2009 at the Aarhus School of Business, University of Aarhus for a project on the influence of management discourse on surviving employees and their sense making, interpretations and understandings in relation to the downsizing processes. Nicholas D. J Baldwin, Ph.D., is the Dean of FDU's Wroxton College in Oxfordshire, England. He is a lecturer and tutor in government and politics. A regular lecturer in both the United Kingdom and the United States, he has also written extensively in politics - publications include: Beyond Settlement: Making peace last after civil conflict (with VE Shields) (FDU Press/Associated University Presses, USA, 2008); Mastering British Politics (with FN Forman) (Palgrave/Macmillan, 2007, 1999 and 1996); Executive Leadership and Legislative Assemblies (Routledge, 2005); Parliament in the Twenty-First Century (Politico's/Methuen, 2005); Legislatures and Executives: An Investigation into the Relationship at the Heart of Government (Frank Cass, 2004); Second Chambers (with D Shell) (Frank Cass, 2001), and contributions to The House of Lords: its Parliamentary and Judicial Roles (Hart, 1999), The Law and Parliament (Butterworths, 1998), The House of Lords at Work (OUP, 1993), Parliament & Pressure Politics (OUP, 1990) and Parliament in the 1980s (Basil Blackwell, 1985) as well as a large number of journal articles, other articles, reviews, etc. He is currently working on four writing projects, including compiling and editing a book entitled Does Size Matter?, an investigation into the legislatures of small states, and a book on The House of Lords. He is a Director of the Wroxton Centre for Global Dialogue, an active member of the prestigious “Study of Parliament Group” and an Associate of the Centre for Legislative Studies. Dr. Baldwin has been active in British political life, having been a candidate for Parliament and a Special Assistant in the House of Lords. In 2000 he was made a Fellow of the Royal Society of Arts. Norman Booth, D. Litt., is a Vice President at Coyne PR responsible for the company’s Technology practice. He focuses primarily on consumer technology, information technology, knowledge and business process management, higher education and professional services market sectors. Prior to Coyne, Booth was at Keating Public Relations, overseeing the science and technology division. He managed strategic account direction and tactical program implementation for bioscience and industrial research markets, communications technology firms, nanotechnology developers, and statistical arbitrage hedge funds. Before Keating, Booth was a director of Global Public Relations for Telcordia Technologies, a company specializing in the development of next-generation communications technology. He also worked for AT&T Corporation providing media relations and industry analyst relations support to AT&T’s data services business unit, and provided support and counsel to AT&T’s financial analyst relations program at the corporate level. Booth was also PR counsel for AT&T Solutions, the company’s business process management and professional services organization. He has written several opinion pieces and academic papers for professional journals in the Communications, Health Care and Information Technology sectors. He holds a Bachelor of Science degree in Journalism and a Bachelor of Science degree in Business Administration from West Virginia University; a Masters of Business Administration degree with a specialization in Decision Support Systems from Southern New Hampshire University; a Master of Arts degree with a specialization in Corporate and Organization Communication from Fairleigh Dickinson University; and, a Doctor of Letters degree with a specialization in Science, Technology and Philosophy from Drew University. He has served as an adjunct instructor at Fairleigh Dickinson University and currently serves on the Board of Advisors of Corporate Communication International (CCI) at Baruch College/CUNY. Eraldo Carneiro is head of Planning & Management in the Corporate Communication Department at Petrobras. He is the president of the Communication & Education Chamber of the Brazilian Business Council for the Sustainable Development (CEBDS) and vice-president of the Brazilian Association of

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Business Communication (ABERJE). Since 2006, he has been also the president of the Communication Committee of ARPEL - Regional Association of Oil and Natural Gas Companies in Latin America and the Caribbean. Eraldo Carneiro holds a MBA in Marketing from the University of São Paulo (USP), a post-graduate degree in Human Resources from the Catholic University of Salvador (Bahia-Brazil) and a BA in Social Communications from the Federal University of Rio de Janeiro. Eraldo Carneiro also teaches post-graduate courses at the Advertising & Marketing School (Escola Superior de Propaganda e Marketing), in Rio de Janeiro, Brazil. Mirjaliisa Charles, Ph.D., is Professor Emerita of International Business Communication in the Department of Languages and Communication at the School of Economics, Aalto University (Finland). As Emerita, she is still involved in Ph.D. advising, teaching, examining, and consulting. She is also on the Advisory Board of the Master's Program in International Business Communication (Aalto University), and also on the Research Assessment Exercise Board for the Department of Languages and Communication, School of Economics and Business Administration, University of Vienna (Austria). Her main areas of expertise are language issues, communication, and communication training in global corporations. She has published widely in these fields, and serves on the Editorial Boards of several academic journals. She has been a consultant to more than 30 Scandinavian companies and institutions on managerial communication, change, and intercultural communication. She has a wide international cooperation network; institutions for which she has done specialist assignments include Cornell University, Baruch College, Hong Kong City University, Research Council of Hong Kong, University of New South Wales (Australia), Asian Institute of Technology (Thailand), University of Cincinnati (USA), Vienna School of Economics (Austria), and BI Management School (Norway). For many years she was Director-at-Large of the Association for Business Communication (ABC), and served on their Publications Board and Research Committee. In 2005 she received the ABC Outstanding Researcher Award for her work on business communication. She has also received the ABC Distinguished Member Award. She is a member of the Board of Advisors of Corporate Communication International at Baruch College/CUNY. Andrea A. Chua is currently based at a local tertiary institution – Ngee Ann Polytechnic (School of Interdisciplinary Studies) in Singapore and has been teaching communication and life skills modules which include Business Communication, Current Affairs, Individual and the Community since 2005. Prior to joining the Polytechnic, she served as a transport planner (road/rail) in the Land Transport Authority (Singapore) before her stint at its Corporate Communications Division where she had an opportunity to be part of the Marketing Communication (Publicity and Programs) team which was responsible for the implementation of various community-stakeholder engagement projects. This experience triggered her interest in the communication field (especially in the areas of public relations and marketing communications) that prompted her to pursue her Masters in Mass Communication with the Wee Kim Wee School of Communication and Information (WKWSCI) at the Nanyang Technological University of Singapore (NTU) in 2008. Today, Chua is in her final semester of the program and is slated to graduate by Fall 2010. Joep Cornelissen, Ph.D., is Professor of Corporate Communication at Leeds University Business School (UK). He previously worked at the Amsterdam School of Communications Research, University of Amsterdam. He is author of the best-selling text Corporate Communication: A Guide to Theory and Practice (Sage, second edition). He teaches mainly in MBA and MA programmes in the areas of corporate communication and management. He is a General Editor of the Journal of Management Studies and has been published widely in Academy of Management Review, Organization Studies, British Journal of Management, Human Relations and the Journal of Management Studies. Marcos André Costa is Planning and Research manager in the Corporate Communication Department at Petrobras. He holds a MBA in Project Management from Fundação Getúlio Vargas (FGV-RJ), a post-graduate degree in Marketing from Candido Mendes University (UCAM) and a BA in Social Communications from the Federal Fluminense University (UFF). Krishna S. Dhir, Ph.D., is the Henry Gund Professor of Management at Berry College in Mount Berry,

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Georgia. Earlier, he was at The Pennsylvania State University at Harrisburg, The Citadel, University of Denver, and University of Colorado. He has over 13 years of cumulative corporate experience, acquired with BioStar Medical Products, Inc., in Boulder, Colorado; CIBA-GEIGY AG (now Novartis) in Basle, Switzerland; and Borg-Warner Chemicals' International Division in Parkersburg, West Virginia. Dr. Dhir has published in Applied Mathematical Modeling, Business and Society, Corporate Communications: An International Journal, Decision Sciences, IEEE Transactions on Engineering Management, International Journal of the Sociology of Language, Journal of Marriage and the Family, Journal of the Operational Research Society and various other journals. He holds a Ph.D. from the University of Colorado, an M.B.A. from the University of Hawaii, an M.S. from Michigan State University, and a B.Tech. from the Indian Institute of Technology, Bombay. He is a Fellow of the Operational Research Society, Vice President of the Decision Sciences Institute, and is a member of the board of advisors of Corporate Communications International (CCI) at Baruch College/CUNY, New York. He is also a CCI Member who serves on the Conference on Corporate Communication Program Committee. Marianne Grove Ditlevsen, Ph.D., is Associate Professor at the Aarhus School of Business, Department of Language and Business Communication. She teaches LSP translation, academic writing as well as corporate communications and investor relations. She is affiliated with the Research Group Knowledge Communication, and her current research interests are primarily centred on the Annual Report - both from a genre perspective and from an Investor Relations perspective. Wim J. L. Elving, Ph.D., has a M.A. degree in social and organizational psychology (RU Groningen; 1993) and finished his Ph.D. in communication within health care at the Twente University (1999). He is currently associate professor at the Department of Communication and the Amsterdam School of Communications Research (ASCoR) of the University of Amsterdam. His research interests include change communication, corporate communication, branding, internal branding and communication management. Dr. Elving has co-authored two books, and has published in several organizational and corporate communication journals. Since 2006 he is editor of Corporate Communications: An International Journal. He is Co-Chair of the Conference on Corporate Communication and serves on the Conference Program Committee. Wendy Flanagan, President and CEO Brand4Market, is a marketing professional with two decades experience. Her marketing generates excitement while improving brand recognition and profitability for companies ranging from entrepreneurial start-up to global corporations. Flanagan’s communications activities have focused on positioning companies interested in rapidly increasing market share or preparing for merger, acquisition, and IPO. Flanagan earned a BFA from The Cooper Union for the Advancement of Science and Art, and leverages superior skills in design and art direction. Along with the ‘standard’ collateral, SEO, PPC, email marketing, direct mail, trade shows, and Web site design, her recent work, teaching, and speaking engagements have focused on Social Media Marketing and networking through Twitter, LinkedIn, Facebook, YouTube, and mySpace as well as the emerging tools to help communicators manage those channels. Finn Frandsen, mag. art., is Professor and Director of the ASB Centre for Corporate Communication at Aarhus School of Business, University of Aarhus (Denmark). His list of publications includes articles in books, journals and professional magazines, especially within the fields of corporate communication, public relations, marketing communication, environmental communication and crisis communication. His most recent publication is: Krisekommunikation (2007, in collaboration with Winni Johansen). He is a member of International Communication Association (ICN), Association for Business Communication (ABC), National Communication Association (NCA), European Public Relations Education and Research Association (EUPRERA) and European Communication Research and Education Association (ECREA). He is on the Editorial Board of Journal of Communication Studies as well as on the Board of Advisors of Corporate Communications International (CCI) at Baruch College/CUNY. Representing the ASB Centre of Corporate Communication, he is a CCI Academic Partner and serves on the Conference on Corporate Communication Program Committee.

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Christina (Tina) M. Genest is Associate Director of the Corporate Communication International at Baruch College/CUNY. She has enjoyed an extensive career in executive nonprofit roles. She also coordinated community relations activities and managed a corporate contributions program for Digital Equipment Corporation, a former Fortune 500 company. She has taught undergraduate courses in public relations and in administration and management. Ms. Genest has served on voluntary boards of directors and committees of numerous social, civic, health care, and educational organizations. She also sat (elected state official) on the Morris Plains (N.J.) Board of Education and, as its president, led a successful building bond referendum campaign. In this capacity, she also served on the Morris School District (Morristown, NJ) Board of Education (appointed). She holds a B.A. in History with a concentration in Russian History and Language from Emmanuel College, Boston; a Master in International Administration from the School for International Training of the Experiment in International Living, now World Learning, Inc.; a Master in Human Services Administration from Antioch New England; and she earned an M.A. in Corporate and Organizational Communication from Fairleigh Dickinson University. Ms. Genest is also a certified professional coach. Her work, “Cultures, Organizations, and Philanthropy,” was published in Corporate Communications: An International Journal, (Vol. 10, No. 4, 2005). Genest coordinates the Conference on Corporate Communication and serves on the Conference Program Committee. Michael B. Goodman, Ph.D., is Professor at Baruch College/ City University of New York, where he is also Director of the MA Program in Corporate Communication. He is Founder and Director of CCI (Corporate Communication International www.corporatecomm.org). He is Adjunct Professor of Corporate Communication at Fairleigh Dickinson University where he was Professor and Director of the MA Program in Corporate and Organizational Communication. He is 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 most recently: Corporate Communication: Strategic Adaptation for Global Practice with Peter B. Hirsch, Work with Anyone Anywhere: A Guide to Global Business and Corporate Communication for Executives.. He is on the Editorial Advisory Board and Associate Editor for North America of Corporate Communication: An International Journal (UK). He is a member of the Arthur W. Page Society; a Fellow of the RSA (The Royal Society for the encouragement of Arts, Manufactures & Commerce), London; a Fellow of The Society for Technical Communication; and a member of the Board of Directors of the Association for Business Communication. 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. Goodman is General Chair of the Conference on Corporate Communication and serves on the Conference Program Committee. Kristian Hursti is a Ph.D. student at the Aalto University Department of Languages and Communication where he has also worked as a lecturer of English Business Communication since the autumn of 2008. Kristian holds a Master of Arts in English from the University of Helsinki (2000), and a Master of Business Administration in Accounting from the City University of New York, Baruch College (2005), a degree which he started as an ASLA Fulbright scholar in 2000. Kristian has worked as a financial journalist for several years, e.g. with Reuters, the Finnish News Agency and the Finnish business daily Kauppalehti, as well as an auditor with Ernst & Young LLP in New York City. Currently Kristian is pursuing his Ph.D. by focusing on the credibility of publicly held companies' management earnings forecasts. Roger W. Hutt, Ph.D., has served on the Arizona State University faculty since 1975 teaching and conducting research in organizational management and leadership, entrepreneurship and innovation, and strategic management. While studying issues related to stakeholder management, he developed an interest in corporate communication as a strategic management function and expects to continue researching in that area. He has consulted with and advised managers, is the author and co-author of text-workbooks in entrepreneurship and articles and papers in the management discipline, and serves on the board of directors of a business lender. In his career at Arizona State University he has held a variety of positions managing and coordinating undergraduate business programs, and is currently the Interim Director of the Morrison School of Management and Agribusiness in the W.P. Carey School of Business. He received B. S. in

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Business Administration and M.B.A. degrees from The Ohio State University, and a Ph.D. from Michigan State University. Trine Susanne Johansen is a Ph.D. student at the Centre for Corporate Communication, Aarhus School of Business, Aarhus University. She worked as a business consultant before joining the ASB as a full-time instructor within corporate communication, marketing communication and branding. Currently, she is working on her Ph.D. research project which focuses on the narrative construction of corporate identity in communicative perspective under the working title: Corporate Identity: Transported Essence or Dynamic Construction? Towards a Narrative Approach to Strategic Identity Communication. In addition to the focal areas of strategic communication, identity and narrativity, her research interests include CSR. Anne Kankaanranta, Ph.D., MSc (Econ), EMBA, is Professor (acting) of International Business Communication at the Aalto University School of Economics (previously Helsinki School of Economics). Her main research interests include the use of English as a business lingua franca, business and corporate communications in MNCs, and the effect of media on communication in global business contexts.

Peter Kastberg holds a Ph.D. in applied linguistics (technical communication) and is an associate professor. He is the founder of and has until recently been the director of the ASB Research Area for Knowledge Communication, Aarhus School of Business, University of Aarhus, Denmark. He is currently working on his second doctorate. Among his research interests count: mediation of specialized knowledge across knowledge asymmetries, the ontogenesis of knowledge, and public understanding of science and research. Annie Keller is a graduate student in the M.A. in Corporate Communication program at Baruch College/CUNY, where she also works as the Graduate Assistant for Corporate Communication International and the Masters Program in Corporate Communication. She holds a B.A. in Film & Media Studies from the University of Rochester and an A.S. in Film & Video Production from Full Sail University. Prior to enrolling at Baruch, she worked in the film and television industry as a Script and Continuity Supervisor. Anna Karina Kjeldsen is a Ph.D. student at the Department of Language and Business Communication at the Aarhus School of Business, Aarhus University in Denmark. She is affiliated with the Centre for Corporate Communication, and part of the research group “The Strategic Museum.” Her research interests are corporate communication, museums, neoinstitutionalism and museology. Rachel Kovacs, Ph.D., is an Adjunct Associate Professor at the College of Staten Island (CSI), and John Jay College of Criminal Justice, CUNY. She teaches Public Relations, Corporate Communication Practices, Media Writing, History of Print Media, Media Analysis, Media Industries, Introduction to Media, and Introduction to Communication at CSI and Criminal Justice and the Media, as well as Public Speaking, at John Jay. She is also adjunct faculty in the Department of Women's Studies at William Paterson University. Dr. Kovacs formerly taught at Fairleigh Dickinson University, the University of Hartford, and Bradley University. At Hartford and Bradley, she was advisor to Public Relations Student Society of America (PRSSA); she headed Hartford's public relations emphasis and directed its 2001, award-winning, PRSSA entry in the national Bateman Competition. She received two Interdisciplinary Top Paper Awards (PRSA Educators Academy, 1999; Institute for Public Relations [IPR], 2001) for her studies in British broadcasting activism. Since the mid-1990s, Dr. Kovacs has lectured, presented, and published, in the U.S. and abroad, on international broadcasting, NGO activism, and cultural integrity in the U.K. nations and regions. She was awarded a 2001 Yale Visiting Faculty Fellowship, during which time she conducted research on international broadcasting regulation and activism at the Law and other Yale Libraries. She received two Interdisciplinary Top Paper Awards (PRSA Educators Academy, 1999; Institute for Public Relations [IPR], 2001) for her studies in British broadcasting activism. Since the mid-1990s, Dr. Kovacs has lectured, presented, and published, in the U.S. and abroad, on international broadcasting, NGO activism, and cultural integrity in the U.K. nations and regions. She was awarded a 2001 Yale Visiting

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Faculty Fellowship, during which time she conducted research on international broadcasting regulation and activism at the Law and other Yale Libraries. Her most recent research has focused on CSR. Formerly Assistant Editor of Journal of Communication, Dr. Kovacs lived and studied in the U.K. and France and has traveled extensively. Yvonne Low Siew-Yoong is a Senior Corporate Communication Manager at the Defense Science and Technology Agency, the central procurement agency and engineering house of the Ministry of Defense in Singapore. She has more than 15 years’ working experience in the defense, education, healthcare and tourism sectors. Yvonne has a Master’s degree in Mass Communication form Nanyang Technological University and a Bachelor of Arts degree from the National University of Singapore. John S. Leipzig, Ph.D., enjoyed a successful academic career at the University of Alaska, Fairbanks (UAF) and was awarded the titles of Professor of Communication, Emeritus and Dean of the College of Liberal Arts, Emeritus at UAF 's commencement ceremonies in 2003. He was one of the founders of the UAF Faculty Senate and served as the Senate's second president. As a Department Head, he helped to create and taught in the M.A. in Professional Communication. Dr. Leipzig is a life member as well as a Past President of the Northwest Communication Association and currently serves on the Board of Advisors of Corporate Communication International (CCI) at Baruch College/CUNY. From 2002-2005, Dr. Leipzig served as the Chancellor of the St. Thomas Campus of the University of the Virgin Islands where he also held a tenured appointment as Professor of Communication. From January through March of 2006, he served as a Visiting Scholar in Corporate Communication at the University of Johannesburg in South Africa lecturing there as well as serving as a guest speaker on leadership communication at the University of Pretoria and North-West University. He continues to serve on the editorial board of COMMUNICARE: Journal for the Communication Sciences in Southern Africa. From June 2006 through December 2009, Dr. Leipzig was the Herbert H. and Grace A. Dow Foundation Leadership Chair and Director, Center for Responsible Leadership at Alma College in Michigan. In October of 2009, Dr. Leipzig served as an External Assessor in Corporate Communication at the University of Putra Malaysia. While in Asia, he provided a series of lectures in Malaysia as well as at Hong Kong Polytechnic University in early November of 2009. Earlier in his career, Dr. Leipzig spent a year in Australia as the International Visiting Fellow in Communication Studies at Kuring-Gai College of Advanced Education (now part of the University of Technology, Sydney). In 2007, He was invited to speak on leadership communication in England, Turkey and Canada. In semi-retirement since January of 2009, Dr. Leipzig lives in the Ann Arbor, Michigan area and continues to consult on communication program development and assessment as well as to provide guest lectures on leadership communication and communication ethics to interested audiences around the globe. He is a CCI Member and serves on the Conference on Corporate Communication Program Committee. Alessandra Mazzei, Ph.D., is Associate Professor of Corporate Communication and Public Relations at IULM University of Milan. She is currently part of the Faculty of the Doctoral School in Corporate Communication; the Faculty of the Master of International Communication; and the Faculty of the Master Degree in Political, Social and Institutional Communication at IULM University. She has worked as a business consultant and management education trainer. Her research interests and publications focus on internal communication, communication audit, relationship management, corporate reputation management, marketing and communication of credence goods. Rod Miller is Chairman and President of Executive Institutional Advancement Exchange Inc, a global expert services firm dedicated to empowering leadership vision through sustained market and funding growth. He has published widely, including book chapters for the State University of New York Press Series in International Management and Business Communication: “Improving Community Service: Strategic Cooperation through Communication” and “Beyond Bench-marking Institutional Advancement: Jump-start to Fund Raising Excellence.” For many years, Miller was an adjunct faculty member at the Indiana University Center on Philanthropy. He has led communications, marketing and development in universities, including Polytechnic Institute of NYU, and served as vice president at the premier biomedical research institution, Cold Spring Harbor Laboratory in New York. He serves on the board of trustees of Jackson-Walnut Park Schools Educational Collaborative, is an ambassador for the Science Leadership

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Academy at the Franklin Institute Science Museum and has served on the boards of a number of community, industry and professional organizations. Mr. Miller established the first comprehensive fund raising in any Australian university at Queensland University of Technology, where he previously lectured in communication and was inaugural general manager of The Communication Centre, delivering corporate communication programs. He developed a prototype Writer’s Tone Editor (an early computerized writing style tool), created the survey Communication Cost-Benefit Analysis, pioneered courses for academic credit in speech writing, fund raising, and political communication, was founding Editor of the Australian Journal of Communication from 1976-1988, chaired meetings to establish the organization now known as the Australian and New Zealand Communication Association, and was inaugural President of the Society of Business Communicators (Queensland). Mr. Miller earned a BA (Hons) and an MA in English at University of Queensland. Mário Mendes Neto is a communication professional, part of the Planning and Research team in the Corporate Communication Department at Petrobras. He holds a BA in Social Communications from the Federal University of Minas Gerais (UFMG), with emphasis in Public Relations and Advertising. He also worked on brand development and advertisement at Ogilvy & Mather Brazil, in Belo Horizonte. In 2008, Mario Mendes Neto won the Expocom Award – category Research in Public Relations –, with a project about perceptions and expectations of people with visual deficiency about journalistic information. Patrick Ng is Lecturer at the Chinese & Bilingual Studies Department of the Hong Kong Polytechnic University. He completed his undergraduate study in Hong Kong and pursued graduate studies at Chapman University in the United States where he earned a Master’s degree in English (TESL). Currently, he is working on his doctoral degree in the field of social science at a UK university. His research interests include bilingualism and corporate communication, public speaking, intercultural pragmatics and communication, and media discourse. Some of his journal publications are found in Contemporary Linguistics and Journal of Asian Pacific Communication. Anne Ellerup Nielsen, Ph.D., is an Associate Professor at the Centre for Corporate Communication, Department of Language and Business Communication, Aarhus School of Business. Her research is within the areas of Corporate Communication and Corporate Social Responsibility (CSR) and strategic CSR communication. Her focus is on investigating how corporations can use CSR as a branding and reputation management strategy through stakeholder dialogue and relationship building, and reflecting on what drives consumers and corporations to engage in social responsibility. Martin Nielsen, Ph.D., is an Associate Professor at the Centre for Corporate Communication at the Aarhus School of Business, Aarhus University. He holds an MA in Translation and Interpretation Studies (German). Among his research interests are cross-cultural marketing communication, corporate communication, intercultural advertising, advertising language, and organizational communication. He teaches German and Business and Corporate Communication on undergraduate and graduate levels in different study programmes. Nielsen is one of the founding members of EUCO (European Cultures in Business and Corporate Communication), a representative in LIBRI (Linguists in Business Research Initiative), and a member of the Academic Council at the Aarhus School of Business. He performs occasional translation tasks and oral communication courses. Sandra (Sandy) Oliver, Ph.D. is Emeritus Professor at Thames Valley University, London, UK where she initiated and taught in the first UK Corporate Communication Masters degree program. She is currently on the University Research Degrees Committee and supervises doctoral students from the Faculty of Professional and Business Studies. She is currently co-editor on an Oxford University Press text Contemporary Public Relations and Communication Management. The 2nd edition of an earlier book Public Relations Strategy was published in 2007. She previously edited the Handbook of Corporate Communication and Public Relations (Routledge) and is the author of Corporate Communication: Principles, Techniques and Strategies (Kogan Page). Oliver was the Founding Editor-in-Chief of Corporate Communication International Journal (CCIJ/Emerald) which each June, sponsors with CCI, Corporate Communication International (CCI) at Baruch College/CUNY, an annual research conference in

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Britain, serving as conference co-chair (2002-2005). Prior to academia, she spent 20 years in media (features) and industrial/commercial PR management and retains active membership of CCI's Board of Advisers and the CCIJ Editorial Advisory Board. Oliver is married with an adopted daughter and three grandchildren. Maria Palazzo earned her Ph.D. in marketing and communication at the University of Salerno. Her Ph.D. thesis was titled “Exploring Corporate Communication: An Application and Extension. A Survey Of Large Italian Companies.” She completed a First Class degree in Communication Sciences. She was awarded the National prize “Premio di laurea Leonardo da Vinci” in the 2005 for her work. Her research focuses on corporate communication, marketing and marketing communication, marketing information systems, stakeholder relationship and customer loyalty. She has presented competitive papers at several international conferences and published several studies in international journals. Augustine Pang, Ph.D., is an Assistant Professor at the Division of Public and Promotional Communication, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore. Pang’s research interests include crisis management and communication, image management and repair, public relations, media relations, and media sociology and systems. Besides contributing book chapters to leading public relations and communication textbooks, his works have appeared in Corporate Communications: An International Journal, Media Asia, Public Relations Review, Journal of Contingency and Crisis Management, Copenhagen Journal of Asian Studies, Journal of Communication Management, Journal of International Communication, Asia Pacific Media Educator, Sphera Publica, and the International Encyclopedia of Communication. He is thankful for the top paper awards won at leading international conferences including the Conference on Corporate Communication (2009 & 2008); the Association of Educators in Journalism and Mass Communication (AEJMC) conference (2007), and the International Public Relations Research Conference (2009, 2005, & 2004). Roslyn Petelin, Ph.D., teaches in and convenes the Writing, Editing, and Publishing Program at The University of Queensland, Brisbane, Australia. She has also taught corporate writing at the Queensland University of Technology and at Cornell University, USA. Petelin edits the Australian Journal of Communication and is a consultant on corporate writing and editing to many government and private organizations. She has co-authored two writing texts, The Professional Writing Guide: Writing Well and Knowing Why and Professional Communication: Principles and Applications. Petelin is a CCI Member. Representing the Australian Journal of Communication and the Writing, Editing & Publishing Program at the University of Queensland, she is a CCI Academic Partner, and serves on the Conference on Corporate Communication Program Committee. Silvia Ravazzani is a Ph.D. student in Economics, Marketing and Corporate Communication at the Doctoral School of Economic and Business Studies at IULM University, Milan. Her scientific research interests mainly concern Diversity Management and correlated issues, with the exploration of the research literature of management, organization, intercultural communication, public relations, marketing and consumer behavior, adopting an interdisciplinary approach. She is part of the research team of the “Internal Communication Laboratory,” which connects IULM University with external partners. In 2008-09, one of the principal research topics of the Laboratory was internal crisis communication. Fred Robins now teaches and conducts research at Adelaide University School of Business in Australia, following both public and private sector experience. He is responsible for MBA courses in International Business. He publishes on a range of East Asian business strategy and international business topics and has also written on the contrast between Australian and East Asian trade and industry policies. In addition he has examined some corporate governance issues; including corporate social responsibility and ‘the triple bottom line’. His latest publications are “China: a new kind of mixed economy?” in Asian Business & Management, 2010, Vol.9, 1, 23-46; and “The Global Financial Crisis – in Australia” in the International Management Development Research Yearbook, 2009, Vol.XV111, 136-142.

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Saila Saraniemi, Ph.D., is a university lecturer in Marketing at Oulu Business School, University of Oulu, Finland. She has finished her doctoral dissertation on “Destination branding at country level” in 2008. The dissertation adopts identity management and corporate branding perspectives to country branding proposing a model of co-created destination branding. She has a background as a tourism lecturer at the University of Applied Sciences in Eastern Finland and as a project manager of a regional tourism development project in Southern Lapland. Her primary research interests, in addition to destination branding, are brand equity and brand value, as well as corporate branding in service and small medium sized enterprises. Line Schmeltz is a Ph.D. student at the Department of Language and Business Communication at the Aarhus School of Business, Aarhus University in Denmark. She is affiliated with the Centre for Corporate Communication, and her research interests are corporate communication, corporate social responsibility, rhetoric and credibility. Patricia Scott, Ph.D., is President and CEO of Uhmms which she founded as a communication consulting company, specializing in teaching its clients how to speak, lead and inspire. She is also a lecturer in the Communication Program at The Wharton School, University of Pennsylvania. For 13 years she worked for a world leader in the manufacture and distribution of medical devices for bone fracture repair. As Director of Training and Development, she was able to construct a Corporate University Best in Class (CUBIC) award winning web based virtual campus to highlight all company educational offerings. She completed the Ph.D. program in the School of Communication, Information and Library Studies at Rutgers University in 2003 and her M.A. in corporate and organizational communication from Fairleigh Dickinson University in 1992. She received her B.A. in communication and earned her secondary teaching certification from the University of Dayton in 1988. She is on the advisory board of the MA in Corporate Communication at Baruch College/CUNY and volunteers in the program as a student mentor. A CCI Member, she serves on the Conference on Corporate Communication Program Committee. Alfonso Siano, Ph.D., is Professor and Chair of Corporate Communication at the University of Salerno (Italy), where he is Founder and Chair of the Doctoral Programme in Marketing and Communication. Previously he was Researcher and Lecturer in Management at the University of Rome ‘La Sapienza’. He teaches and carries on research in corporate communication and reputation, marketing communications, arts and heritage marketing, and place communications. He has published six books, book chapters and articles in Italian and international journals. He has presented competitive papers at several international conferences. (Winnie) Sim See Leng is in the Master of Mass Communication programme at Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore and works in the membership division at National Trades Union Congress (NTUC). She has a bachelor degree in business in business administration from the RMIT University in Melbourne and has 14 years of work experience in marketing, marketing communications, promotions and events management in the leisure and recreational industries with positions at SAFRA National Service Association, Chan Brothers Travel, a leading Singapore travel agent, and Sentosa Corporation. Daniel W.C. So, Ed.D., is Professor in the Department of Chinese & Bilingual Studies (CBS) at The Hong Kong Polytechnic University (PolyU) and the leader of the program B.A. (Hons) Language & Communication. He has been appointed by the CE of the Hong Kong SAR to committees including the Language Fund Advisory Committee and the Standing Committee on Language Education & Research. At PolyU he is a member of the President’s consultative group, which advises the President on policy issues including those involving corporate governance and identity. His specialties are bilingual communication, bilingual education, and language policy & planning. So has published many works in refereed journals and publications on topics about Hong Kong vis-à-vis bilingualism in education, and language and society. In recent years, in connection with CBS’s development of a minors degree program in Bilingual Corporate Communication, he has initiated several funded research projects with his colleagues to conduct studies on language-mediated communication in corporate context within Greater China. One of the foci of the

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investigation is to look within-culture and explore cross-culture variation of norms in corporate communication in various mediums (including the web) across different polities of Greater China. He was born in Hong Kong where he received his Bachelor’s and Master’s degrees from Hong Kong University. Between 1979 and 1984, he was a grantee at the East West Center and received his Ed.D. degree from The University of Hawaii at Manoa in 1984. So is a CCI Member. Representing the Bilingual Corporate Communication Program Committee, the Department of Chinese & Bilingual Studies at The Hong Kong Polytechnic University, he is a CCI Academic Partner, and serves on the Conference on Corporate Communication Program Committee. James Spangler is vice president of global communications, directing corporate communication worldwide for Tenneco. In this position, he is responsible for corporate positioning, communications strategy and policy, executive communications, employee communications, media relations, and public relations. Spangler, who joined Tenneco Automotive in November 1999, also manages public affairs, community relations and corporate contributions. He reports to the CEO and is a member of Tenneco’s senior management team. Before joining Tenneco Automotive, Spangler was director of global public relations and media relations for Arthur Andersen, where he led a global team in developing the public relations strategy for Arthur Anderson’s new brand launch and directed communications for the firm’s participation at major business conferences, such s the World Economic Forum in Davos. Switzerland. Prior to joining Arthur Andersen in May 1998, Spangler spent nearly eight years at Amoco Corporation, one of the world’s largest energy concerns where he held a number of management and staff positions within the company’s Public and Government Affairs group. Having gained considerable crisis communication and issues-management experience during field assignments in Atlanta and London, Spangler was named to Amoco’s crisis management leadership group in 1996. He began his career as an award-wining reporter and editor at the City News Bureau of Chicago. He also has PR agency and association management experience. Spangler has a Bachelor of Science degree in communications from the University of Illinois. He is a member of the Arthur W. Page Society and the Public Relations Society of America. Jo-ann Straat is Head of U.S. Employee Communication and Corporate Philanthropy at Daiichi Sankyo, Inc. (DSI), the U.S. subsidiary of one Japan’s leading pharmaceutical companies. She is in charge of strategic employee communication, corporate branding, and corporate social responsibility for the U.S. organization. She is a key member of Daiichi Sankyo’s team of worldwide communicators working to align communication globally and create broader employee engagement through the enhancement of the company’s corporate culture. Earlier, she founded the company’s Corporate Affairs Department to manage corporate reputation, internal and external communication, and to establish and raise the profile of the company as a pharmaceutical innovator here in the U.S. Straat was a driving force behind the establishment of DSI’s Women’s Forum, an initiative developed to champion an enhanced culture of inclusion through expanding opportunities for women’s professional success and leadership at DSI. Straat holds a B.A. in French from Ithaca College and a Masters in Corporate and Organizational Communication from Fairleigh Dickinson University. Her thesis research focused on cross-gender communication in the corporate workplace. She is a CCI Member, a member of the Board of Advisors of Corporate Communication International at Baruch College and serves on the Conference on Corporate Communication Program Committee. Donald Swanson, Ed.D., is Professor of Communication and was Chair of the Department of Communication at Monmouth University. There he teaches in the MA in Corporate & Public Communication program that he founded in 1996. He is also the Principal Communication Counsel of Communication Success Associates. For the past thirty years Swanson has designed and conducted an extensive range of training programs, and worked as an executive coach, mediator, and consultant. One of his specialties is to assist professionals with their preparation for unique communication challenges. This is a skill he honed over two decades as an intercollegiate debate coach at the University of Southern Colorado, Cal Poly, and Willamette University. He has served as the Director of Communication for US Congressional campaigns, coach to executives preparing for appearances, law school instructor of trial advocacy, and coach to attorneys and witnesses as a member of the American Society of Trial Consultants.

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He is also a senior associate with Communication Research Associates. Swanson’s writing includes numerous research papers and articles on leadership communication, organizational development approaches, and diversity management. His interest in intercultural communication was honed when he spent four years in the early 90s serving as a Dean at the University of Guam, where he also consulted with Pacific Rim multi-national corporate general managers confronting the challenge of cross-cultural communication. As a mediator he is a proponent of ADR, alternative dispute resolution and is committed to the transformative approach to conflict. Because he teaches more than a half dozen graduate courses in corporate communication, and conducts a Monmouth University graduate colloquium with experts in the field, a current perspective on the ever evolving and changing scope of organizational communication is evident in his work. He is a regular participant in the summer Aspen Conference on “Applying Communication Research-Transforming Organizations” and the CCI Conference on Corporate Communication, serving on its Conference Program Committee. On the local level he is active in the Jersey Shore Association of Human Resources and he also participates with the New Jersey Organizational Development Network. Swanson, a CCI member, has served on the advisory board of CCI for the past decade. He holds an interdisciplinary Doctorate in Training and Development from the University of Northern Colorado, an MA in communication from the University of Montana, and a BA in speech communication and theatre from Augustana College. Kester Tay is a final year Communications undergraduate at the Wee Kim Wee School of Communication and Information, Nanyang Technological University. With a specialization in research at the school, he is trained in both qualitative methods and quantitative methods. Beyond academia, he has worked as a policy researcher in think tanks, such as the Singapore Institute of International Affairs and Civic Exchange in Hong Kong, focusing on issues such as regional economic integration, SME development, and social welfare. In this capacity, he has contributed to the publications of regional and international organizations, such as ASEAN, ADB, and UNESCAP. Tay has also had professional experience as a journalist in various news organizations, including The Straits Times and The Kathmandu Post in Nepal. Christa Thomsen, Ph.D., is an Associate Professor at the Centre for Corporate Communication, Department of Language and Business Communication, Aarhus School of Business. Her research is within the areas of corporate communication and strategic corporate social responsibility (CSR) communication. Her focus is CSR strategy implementation and communication, CSR communication as corporate learning/change, management communication and conversations, network and cross-sector social partnership communication, and employer branding. N. Leila Trapp, Ph.D., is a research assistant at the Aarhus School of Business (ASB), Aarhus University, Denmark, where she is also a member of the Centre for Corporate Communication. She has a Ph.D. degree from Aalborg University in corporate communication and culture. Her research interests include strategic and global communication about corporate social and environmental responsibility and business ethics. She teaches (English) language and communication-related subjects; she is currently teaching public relations and web-based communication. Carmela Tuccillo is a Ph.D. candidate in marketing and communication at University of Salerno, Italy. Her undergraduate degree was in communication sciences. She completed her Master degree in Change Management at the University of San Pio V in Rome. At the 2nd Annual EuroMed Conference she presented a competitive paper on cultural heritage in the context of the tourism industry. Jeni Varughese is pursuing her Masters degree in Mass Communication from the Wee Kim Wee School of Communication & Information, Nanyang Technological University, Singapore. From the state of Kerala in India, she was brought up Mumbai where she earned a Bachelors degree in Mass Media from the prestigious Sophia College for Women (2005-2008). After graduation she worked with the leading public relations agency, Adfactors PR Private Limited.

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We extend our deep appreciation to Nicholas D. J. Baldwin, Dean

Amanda Mabbitt, Meryl Ferris and Sheila Tofts Wroxton College, UK

for their hospitality and cooperation in making the

Conference on Corporate Communication 2010 a success.

We are grateful to

Stan Altman, President James McCarthy, Provost

Jeffrey Peck, Dean, Weissman School of Arts & Sciences Jana O’Keefe Bazzoni, Chair, Communication Studies

Baruch College, City University of New York, USA for their support of CCI

We congratulate our conference partners

Wim J.L. Elving Corporate Communication: An International Journal

Martyn Lawrence, Publisher Emerald Group Publishing Limited, UK

Finn Frandsen, Director Centre for Corporate Communication

Aarhus School of Business Aarhus University

Roslyn Petelin, Editor Australian Journal of Communication & the

Writing, Editing & Publishing Program School of English, Media Studies, & Art History

The University of Queensland

Daniel W.C. So, Professor The Bilingual Corporate Communication Program Committee

Department of Chinese & Bilingual Studies The Hong Kong Polytechnic University

And we thank our corporate sponsors

for their belief and investment in CCI’s mission

Honeywell Johnson & Johnson

Medco Health Solutions Pfizer Inc

Prudential Financial, Inc. Siemens Corporation

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Conference on Corporate Communication 2010 Program Committee

We are grateful to the members of the Program Committee for their efforts in making this conference a success. They are:

Krishna Dhir, Ph.D., Berry College, USA

Finn Frandsen, Professor, mag. art., Aarhus University, Denmark

John Leipzig, Ph.D., University of Alaska Fairbanks, USA

Roslyn Petelin, Ph.D., University of Queensland, Australia

Pat Scott, Ph.D., Uhmms & University of Pennsylvania, USA

Jo-Ann Straat, M.A., Daiichi Sankyo, USA

Daniel W.C. So, Ed.D., The Hong Kong Polytechnic University, Hong Kong

Don Swanson, Ed.D., Monmouth University, USA

Michael B. Goodman, Ph.D., CCI at Baruch College/CUNY, USA Conference General Chair

Wim J. L. Elving, Ph.D., University of Amsterdam, The Netherlands Conference Co-Chair

Christina M. Genest, M.A., M.H.S.A., M.I.A., CCI at Baruch College/CUNY, USA Conference Coordinator

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Corporate Communications: An International Journal

Corporate Communications: An International Journal addresses the issues arising from the increased awareness that an organization's communications are part of the whole organization, and that the relationship an organization has with its external public requires careful management. The responsibility for communications is increasingly being seen as part of every employee's role and not simply the function of the marketing/PR departments. This journal will illustrate why communications are important and how best to implement a strategic communications plan.

TOPICALITY Communication has always assumed critical importance in the success of companies and growing numbers of top companies are reassessing their communication budgets, moving away from traditional, functional approaches to public relations and public affairs and pursuing internal and external corporate communication strategies.

KEY BENEFITS The journal's highly practical subject matter draws on a stimulating combination of articles, research, viewpoints and news to reflect both pure and applied research in corporate public relations, public affairs and corporate communications. Inevitably the journal is to be of great value to academics, professionals and practitioners.

KEY JOURNAL AUDIENCES Academics, professionals, and practitioners interested in corporate public relations, public affairs and corporate communications.

COVERAGE • How a company's communications can affect profitability • How effective employee communications can influence productivity and performance • Press and media relations • The growth and accessibility of information on central and local government affairs • The value of investor relations and financial PR

Dr. Wim J. L. Elving, Editor Amsterdam School of Communication Research (ASCoR) Department of Communication, Amsterdam University Kloveniersburgwal 48, 1012 CX Amsterdam, the Netherlands + 31 (0) 20 525 3371 / [email protected] Dr. Michael B. Goodman,n Associate Editor – North America CCI at Baruch College/CUNY 55 Lexington Avenue, B 8-233, New York, NY + 646.312.3749 / [email protected] / http://www.corporatecomm.org Martyn Lawrence, Publisher Emerald Group Publishing Limited 60/62 Toller Lane, Bradford BD8 9BY UK +44 (0) 1274 78515 / [email protected] / http://www.emeraldinsight.com

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CORPORATE COMMUNICATION INTERNATIONAL AT BARUCH COLLEGE/CUNY

MISSION

The mission of CCI - Corporate Communication International - is to enhance the performance of corporate communication as a strategic management function; and to be the number one choice of both practicing professionals and scholars for information on corporate communication.

OBJECTIVES

To serve as: • a bridge between theory and practice, by bringing students, practicing professionals and scholars

together to share information and ideas. • a resource center for the continuing education of professional through briefings, symposia,

publications, forums, conferences, publications, and white papers. • a clearinghouse and integrator of knowledge from a variety of academic disciplines relevant to the

theory and practice of corporate communication. • an incubator for primary research in corporate communication, making a contribution to the

enhancement of organizational performance. • a partner for corporations and other organizations wishing to conduct applied research. • an advocate for professionalism in the corporate communication, by conducting research and/or

offering forums relevant to the field. • a leader and catalyst, helping to define the research agenda for the field of corporate

communication

COMING EVENTS August 17 – 20, 2010 / Forum of Strategic Communication Leadership to be held in conjunction with the Executive Masters in Corporate Communication Seminar, (Aarhus University, Denmark) at Baruch College/CUNY, New York, New York, is designed to complement the Forum on Corporate Communication. An intensive professional and academic seminar, it focuses on corporate communication’s strategic adaptation to the current business and communication environment by examining the issues of leadership, context, culture, models of practice and performance measures. November 5, 2010 / Symposium: Supply Chains, Business Partners, and Sustainability, held in partnership with the Robert Zicklin Center for Corporate Integrity at Baruch College/CUNY, New York, NY, the program will discuss supply chains in three areas: the extractives industry, the financial services industry and manufacturing and focus on the alignment of strategy and operations, relationships with business partners, crisis management, and investor perspectives. Fall 2009 & Spring 2010 / Executive Briefings on topics of interest to corporate communication practitioners, scholars and graduate students. January 11 - 15, 2011 / Corporate Communication Leaders Forum to be held at Baruch College/CUNY, the Leaders Forum is an intensive professional and academic experience in the current theory and practice of corporate communication, combining presentations, case studies, panel discussions, site visits and interactions with leading professionals and scholars. June 7 – 10, 2011 / The Conference on Corporate Communication 2011 to be held at Baruch College/CUNY, New York, NY, is an international gathering of corporate executives and university scholars to exchange information and explore the influence of globalization on the corporate communication profession as it relates to theory, practice, roles, processes, and ethics. (The 2012 conference is slated to return to Wroxton College, Wroxton, UK).

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CCI Member Offerings

CCI offers you the best thinking in the current theory and practice of corporate communication.

ENJOY MEMBER RATES FOR: • Executive Briefings on emerging corporate communication issues • Symposia on strategic trends in corporate communication • The four-day Corporate Communication Leaders Forum, an intensive professional

development opportunity exploring corporate communication best thinking and practices, • The three-day Forum on Strategic Communication Leadership, an intensive professional and

academic seminar focusing on corporate communication’s strategic adaptation to the current business and communication environment.

• The three-day global Conference on Corporate Communication, a gathering of practitioners and scholars, matching rigorous academics with real world corporate communication

ADDITIONALLY, YOUR MEMBERSHIP INCLUDES: • Electronic access to three prestigious communication journals: Corporate Communications:

An International Journal, endorsed by CCI, Journal of Business Strategy, Journal of Communication Management

• Electronic access to Emerald Management First, an online management library offered by Emerald Group Publishing Limited

• First availability to findings of CCI’s Corporate Communication Practices and Trends Studies

Membership/Sponsorship Opportunities

CCI invites Conference on Corporate Communication participants interested in its mission and work to become a member at the…

SPECIAL RATE FOR CONFERENCE ON CORPORATE COMMUNICATION 2010 ATTENDEES!

Conference on Corporate Communication 2010 attendees are invited to join the Corporate Communication International (CCI) at the special Conference Member rate of $295.00 U.S.D - - as compared to $500 for Corporate Members and $400 for Academic Members. Your CCI annual membership is effective from June 1, 2010 to May 31, 2011. Enjoy discounts on CCI programs, have access to our communication journal offerings, and take advantage of the resources provided by Emerald Management First for the low price of $295.00. To become a CCI member download and complete the Membership Invitation at http://www.corporatecomm.org/membership.html.

CCI was founded in 1999 as the Corporate Communication Institute at Fairleigh Dickinson University. CCI receives no institutional financial support. Its mission is made viable by its corporate sponsors and individual members…professionals and scholars like you who believe in the power of corporate communication to enhance organizational performance for the public good.

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