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Rubin, James R.

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A Note on the Development of Management Communication in Graduate Business Schools

An overview of the development of management communication in MBA programs. ...

Aetna Inc.: Managing Inherent Enterprise Risks Through Stakeholder Management

Inherent risks or negatives are a critical element of "enterprise risk management" that must be mitigated or dramatically managed through constructive actions to sustain growth and manage reputation. Set in 2003 as Aetna prepares to settle a landmark class-action lawsuit, this case explores how communications and PR executives work with management to devise an announcement that fully engages the c ...

An Approach to Management Communication Pedagogy in MBA Education

This note provides a pedagogical overview of Management Communication for MBA education. ...

Changing Contexts for Reputation Management

This note surveys some of the shifting considerations in play as chief communications officers (CCOs) have come to see reputation as a useful umbrella concept for managing the many activities that form perceptions of their large organizations. Primary among these is the alignment of internal and external communications to achieve a coherent and consistent message. ...

Contemporary Corporate Communications: Stakeholder Engagement and the Business Model

This note explores the ongoing evolution of the corporate communications function from the management of public image and public relations to the integrated cultivation of internal values and external stakeholder relationships. ...

Corporate Brand as Social Contract

This technical note is used at Darden in the Business Communications course and would also work well in Organizational Behavior courses. The role of branding at the corporate level, distinct from product marketing, has evolved to serve as an expression of corporate values. This note surveys current thinking about the ways corporations consider the alignment of brand with the business model and cor ...

Corporate Branding

This technical note provides an introduction to corporate branding, including a brief history, a discussion of differences between corporate and product branding, and some strategic implications for how corporate branding is used. ...

Corporate Crisis and the Long View

The public primarily encounters the corporate communications function during a crisis. General rules are a good starting place for dealing with a crisis and handy to know, but a historical perspective is a critical supplement. Understanding the kind of crisis your organization faces or is attempting to avoid?indeed, managing a crisis successfully to the extent possible?involves precedents encompas ...

Corporate Identity

This technical note provides an overview of corporate identities for an MBA audience, including a brief history of the field and a way to understand how identity plays a role in corporations. ...

Corporate Identity and Culture

This note discusses the shifts in the conception of brand and identity as it relates to corporations. ...

E-Mail Writing Exercise

E-mail is often used as a substitute for a phone call or a meeting. This exercise addresses the appropriateness and effectiveness of e-mail as a channel for communicating sensitive information. Students assume the role of a director of marketing and design and are asked to compose an e-mail to subordinates addressing an imminent change that will affect them. ...

Genre and Managerial Communication

This note provides a brief introduction to how genre can serve as a rhetorical strategy in managerial communication. ...
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