Corporate communication is one of the most important yet often one of the most misunderstood of all corporate activities. Having moved from reactive to active management of all the organization's voices and touch points, corporate communication is now one of the most critical and valuable resources the organization must manage. Recognizing the changes that have occurred in the organizational approaches, the media systems, the various audiences, and stakeholder groups, Kitchen and Schultz provide a modern-day template for ongoing management of all forms of corporate communication, ranging from the "Voice of the CEO," to crisis management, to management of the corporate brand. Using an array of communication experts and expertise from all over the globe, Kitchen and Schultz focus on the key and critical topics that all communication managers must know and understand. The text is liberally illustrated with cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil, and British Airways. This brings alive the framework necessary to analyze corporate communication strategies and provide clear practical guidelines for successful development and implementation. Raising the Corporate Umbrella is a must for anyone involved in corporate communication, public relations, public affairs, corporate branding, internal communication, and particularly those managers working in multi-national or global organizations. (from the publisher)