| The idea of
assembling this handbook by taking editorial
contributions from people at the cutting edge
of their businesses has produced what I believe
will stand as a useful source of information,
strategic thinking, interpretation and analysis
about the state of the art in corporate communications
today.
Two words keep cropping up
in these pages: Internet and stakeholders.
Everything you need to know about the Internet
is here. Meanwhile, stakeholders are defined
as the key array of audiences a corporation
must address, from employees, to customers,
from suppliers to shareholders, from government
to the specialised media.
Here is the voice of experience.
The heads of the top professional organisations
and relevant key business interests speak.
If it's advertising that interests you, we
have words of much wisdom from the Institute
of Practitioners in Advertising (IPA), including
a review of the winners of the IPA Advertising
Effectiveness Awards. We also hear from the
Incorporated Society of British Advertisers,
the Account Planning Group, the Advertising
Standards Authority, the Media Research Group,
The Slogo Register, and from ad agencies Duckworth,
Finn, Grubb, Waters, from Leo Burnett, McCann
Erickson, from Simons Palmer Denton Clemmow
Johnson, and a neat look at the Broadcasting
Act, courtesy of Campaign Magazine's Claire
Beale. |
