Business Acumen for Strategic Communicators A Primer 1st Edition by Matthew W Ragas, Ron Culp ISBN 1838676627 9781838676599

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Product details:

ISBN 10: 1838676627
ISBN 13: 9781838676599
Author: Matthew W Ragas, Ron Culp

Business Acumen for Strategic Communicators A Primer 1st Edition Table of contents:

Chapter 1: Strategic Communication and Business Acumen

Evolution of PR and Strategic Communications

Strategic Management Function and Business Acumen

Defining Business Acumen in Strategic Communications

Perceived Benefits of Business Acumen

Looking Ahead

Key Terms

Discussion Questions

Chapter 2: Growth, Innovation and Transformation

A Concern of CEOs: Navigating Disruptive Innovations

The CEO Imperative: Driving Organizational Growth

Innovation as a Driver of Organizational Growth

Business Transformations and Strategic Communication

An Opportunity for Strategic Communication to Lead

Key Terms

Discussion Questions

Chapter 3: The Lean and Agile Enterprise

The Lean and Agile DNA

Organizational Agility: A CEO and C-suite Priority

Strategic Communications and Organizational Agility

Organizational Agility in a VUCA World

Key Terms

Discussion Questions

Chapter 4: The Purpose-driven Enterprise

Shifting Expectations for Business by Society

Purpose and Profits: Inside the Two Peas in a Pod

Mission, Vision, Values and Ethics

Purpose: Proving it with Action

Strategic Communication as Corporate Conscience

Key Terms

Discussion Questions

Chapter 5: Stakeholders and Society

Shareholder Theory versus Stakeholder Theory

The Evolution of CSR

Corporate Social Advocacy on the Rise

Stakeholder Capitalism and Strategic Communications

Key Terms

Discussion Questions

Chapter 6: The Board of Directors and the C-suite

Inside the Boardroom

DE&I on Boards

Inside the Corner Office

The Institutionalized Influence of Shareholders on Governance

Corporate Governance and Strategic Communications

Key Terms

Discussion Questions

Chapter 7: Finance and the Capital Markets

Finance and the Capital Markets

How the Stock Market Works

Taking a Walk Down Wall Street

The Process of Going Public and Ringing the Bell

The Future of Finance and the Opportunity for Communicators

Key Terms

Discussion Questions

Chapter 8: Financial Statements and Valuation Essentials

Rule Setters and Referees for Financial Reporting and Disclosures

The Three Major Types of Financial Statements

Reading an Income Statement

Revenues

Cost of Goods Sold

General and Administrative Expenses

Operating Income

Net Income

Keeping an Eye on Profit Margins

Gross Margin

Operating Margin

Net Margin

Calculating Earnings Per Share

Reading a Balance Sheet

Assets

Liabilities

Shareholders’ Equity

Financial Valuation Essentials

Market Capitalization

Enterprise Value

P/E Ratio

Benefits of Becoming Fluent in this Second (or Third) Langua

Key Terms

Discussion Questions

Chapter 9: Corporate Disclosure: Laws, Rules and Regulations

The Alphabet Soup of Regulators and Rules

The Securities Laws and Regulation Fair Disclosure

Handle with Care: Material, Non-public Information

You Rang? Quarterly Earnings Calls

Earnings Guidance and Forward-looking Statements

Navigating the Web of Laws, Rules and Regulations

Key Terms

Discussion Questions

Chapter 10: Strategic Communication Agencies and Consultancies

The Media, Marketing and Commuwnication Ecosystem

The Agency and Consultancy Landscape

The Nuts and Bolts of Agency Business Models

Pitching and Winning New Business

Disruptive Forces to Agency and Consultancy Business Models

Some Things Just Go Better Together

Key Terms

Discussion Questions

Chapter 11: In-House Communication Departments and Teams

The Rise of the CCO

Roles and Responsibilities of In-house Departments and Teams

Careers and Characteristics of In-house Communication Professionals

Budgets for In-house Departments and Teams

The Future of Communication Departments and Teams

Key Terms

Discussion Questions

Chapter 12: Business Acumen and Professional Development

Business Acumen Moves to Center Stage

Career Stages: From Student to Senior Leader

Ten Ways to Build Business Acumen

Lifelong Learning and the Mindset of Champions

Key Terms

Discussion Questions

Glossary

References

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