Reshaping Corporate Communication: Innovative Tools and Techniques - Hardcover

Hardcover

ISBN 10: 103294918X ISBN 13: 9781032949185

Publisher: Routledge, 2026

Synopsis

The book explores the current trends, practices, tools, and techniques in public relations (PR) and corporate communication. With an introduction to the evolving landscape of PR and corporate communication, it discusses the impact of digital technology, changing consumer behaviours, and emerging trends on communication.

The book establishes a foundational framework for exploring innovative tools and techniques, and in subsequent chapters, it enlightens the readers on influencer PR strategy in the digital era, emerging trends in artificial intelligence, augmented reality, virtual reality, the growing effectiveness of content marketing strategies, the importance of visual identity management in shaping brand perception and enhancing brand recognition, as well as the trends in fostering a positive workplace culture. Additionally, it highlights the widespread adoption of artificial intelligence (AI) across PR and corporate communication practices.

The book will find relevance in the departments of business administration, journalism, mass communication, public administration, governance, digital media, and communication technology. Additionally, it will be useful to professionals in the fields of marketing, advertising, corporate communication, media and PR agencies, event management, and promotion. It would also benefit students pursuing courses in online media, new media technology, immersive journalism, OTT, and Films.

About this title

About the Author

Tanushri Mukherjee is a teaching professional with a rich experience of more than two decades. She specialises in the domains of PR and corporate communication. She completed her PhD in PR and has qualified the University Grants Commission – National Eligibility Test (UGC NET) examination. She has also featured in the July 2021 edition of the IMPACT magazine. She is a recipient of many noteworthy awards, most notably the Indian Conventions Women Achievers Award, the Communication Excellence Honour, the Distinguished Associate Professor Award, the Educator of the Year Award, the Distinguished Teacher for Holistic Development of Students Award, the Teaching Excellence Award, the Media Innovation Award, the Women’s Excellence Award, and many more. Tanushri Mukherjee has served as a session chair, guest of honour, and panellist in various national and international conferences and has published a good number of research papers in reputed national and international journals. She also serves as an editorial board member and reviewer of reputed journals.

Pallavi Mishra is an accomplished academician, media scholar, and communication professional with over 15 years of experience in journalism, mass communication, and higher education. She currently serves as an associate professor at the Amity School of Communication, Amity University Rajasthan, Jaipur, India, where she also serves as the NSS Program Officer, chair of the institution’s Innovation Council (established by the Ministry of Education, Government of India), editor-in-chief of the university newsletter and magazine, and media coordinator for the university’s media team.

From the Back Cover

The book explores the current trends, practices, tools and techniques currently at work in Public Relations and Corporate Communication. It discusses the impact of digital technology, changing consumer behaviours, and emerging trends in the practice of communication.

Edition details

• Publisher: Routledge
• Publication date: 2026
• Language: English
• ISBN 10: 103294918X
• ISBN 13: 9781032949185
• Binding: Hardcover
• Edition number: 1
• Number of pages: 222
• Editor: Mukherjee Tanushri, Mishra Pallavi