as the rapid external business environment changes, technological and comical changes, organization faces various challenges and opportunities as well. Cooperate communication is becoming more and more important for organization in the daily operation . key concepts such as stakeholders, and reputation management are the core of the cooperate communications organization has realized organization' s desirable performance and daily operating depend on all the stakeholders and shareholders collaborating and cooperating .all the stakeholder groups are closely associate with organizations survival in the business market . reputation is invaluable asset for organization and reputation management is one of the most important objectives. positive reputation could protect organization in bad days and enforces organization public image. organization needs to build better relationships with stakeholders by positive reputation .authentic and constant communications and corporate identity brings reputation .
effective cooperate communication could maintain constructive relationships among all the stakeholders and organization, provides them more sufficient information. strategic communication could empower the organization coping with the challenges and fluently coordinates and integrates communications, interactions internally and externally among all the stakeholders. organization needs to figure out the needs, the interests and issues of different stakeholder groups and uses various communication channels and strategies to maintain good reputation.
cooperate communication strategy has a clear mission, value, vision as a instructive communication guides. it also consider the organization as whole to meet its various stakeholders’ expectations .organization needs to develop different communication style and interaction channels, programs , according to various stakeholder groups.
Not viewed simply as just a marketing communications operation ,...