Corporate Communication Management: From Identity to Strategic Reputation

What is this book about?

This manual by Luis M. Romero-Rodríguez offers a comprehensive guide to corporate communication management, integrating key areas such as brand identity, organizational culture, CSR, crisis communication, and reputation building. It provides both academic theory and applied strategy, making it ideal for students, professionals, and communication departments.

Why is it important?

This book explains how organizations can use communication as a strategic asset to align internal culture, stakeholder engagement, and public image. With models like MAGICO and international standards such as ISO 26000, it equips readers to plan, execute, and evaluate integrated communication actions.

Key Sections

1. Corporate Identity and Image

• Brand personality and visual identity

• Corporate culture and philosophy analysis

• Image construction: desired vs. perceived vs. real

• Strategic restyling and rebranding decisions

2. Communication Strategy and Planning

• Internal, industrial, institutional, and commercial communication

• MAGICO model and PEIC (Corporate Image Strategic Plan)

• Stakeholder mapping and DIRCOM functions

• Full communication plan: goals, audiences, budget, execution, KPIs

3. Corporate Social Responsibility (CSR)

• Evolution of CSR and its role in strategic communication

• Internal and external CSR communication plans

• Reports and memory development

• ISO 26000 and corporate compliance

4. Corporate Reputation

• Emotional and economic value of reputation

• Reputation measurement tools: RepTrak®, Merco®

• Digital reputation management

5. Crisis Communication

• Types of communicative crises and response phases

• Crisis communication theories and practical models

• Crisis manuals and risk prevention strategies

FAQs

Q: Who is this manual for?
A: Communication managers, PR professionals, corporate strategists, and students in business or media programs.

Q: What makes it different from other communication textbooks?
A: Its integrated approach, real-world planning tools, and focus on CSR, identity, and crisis management in modern organizations.

Q: Does it include international standards?
A: Yes. It includes frameworks like ISO 26000 and references global reputation indexes.

Q: Can it be used for academic teaching?
A: Absolutely. It includes structured chapters, conceptual clarity, and strategic tools ideal for coursework or thesis development.