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Ebook Available

Business Acumen for Strategic Communicators: A Primer

Matthew W. Ragas
DePaul University, USA

Ron Culp
DePaul University, USA

Product Details
01 Mar 2021
Emerald Publishing Limited
267 pages - 152 x 229mm
Business acumen has emerged as a critical competency for communicators. But if you’re a public relations, advertising or communication professional that didn’t go to business school, how can you make sure you have the abilities and skills to evolve along with your role?  

Business Acumen for Strategic Communicators is the book for you. Offering a critical primer for the world of business, Ragas and Culp equip you with the must-have business know-how needed to understand everything from the language and thinking of C-suites and boardrooms, to organizational agility, business models, rules and regulations, the money and the numbers, and even how to read financial statements and reports. 

Written for communicators by communicators, the concepts in each chapter are illustrated by expert insight essays written by a diverse group of senior communications leaders, and packed full of case studies, interviews, key terms and cutting-edge research. Brands profiled include Aflac, Costco, CVS Health, Levi Strauss, Mayo Clinic, Southwest Airlines, Target and YMCA of America. With these critical business literacy skills in hand, you will be set to serve with success as strategic counselors to the organizational leaders that are your colleagues, clients, and business partners.
PART I. Introduction 
Chapter 1. Strategic Communications and Business Acumen 
PART II. Guiding Approaches to Business 
Chapter 2. Growth, Innovation and Change 
Chapter 3. Agile and Lean Management 
Chapter 4. The Purpose-Driven Enterprise 
PART III. The People 
Chapter 5. Stakeholders and Society 
Chapter 6. The Board of Directors and the C-suite 
PART IV. The Money and the Numbers 
Chapter 7. Finance and the Capital Markets 
Chapter 8. Financial Statements and Valuation Essentials 
Chapter 9. Corporate Disclosure: Laws, Rules and Regulations 
PART V. Business Models 
Chapter 10. Strategic Communication Agencies and Consultancies 
Chapter 11. In-House Communication Departments and Teams 
PART VI. Practice Makes Perfect 
Chapter 12. Business Acumen and Professional Development
Matthew W. Ragas, PhD and Ron Culp are on the public relations faculty in the College of Communication at DePaul University in Chicago, USA where they help develop the next generation of communication leaders. They are the co-editors of Mastering Business for Strategic Communicators.

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