Proceedings: Conference on Corporate Communication 2012 Page 1

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Implementation of the Project Management Office Within Petrobras' Corporate Communications Department – Brazil Alexandre Albuquerque Maranhão de Oliveira Petrobras/Rio de Janeiro, Brazil a.albuquerque@petrobras.com.br Our case describes the structuring process for integrated project management, implemented within Petrobras' Corporate Communications Department through assisted operationalization by the Project Management Office (PMO), and how it has contributed to spreading the project management culture throughout Petrobras's Corporate Communications area. The Project Management Office methodology was based on the Project Management Body of Knowledge (PMBOK) approach, which was developed by the Project Management Institute (PMI®). Keywords: Organizational change, Integrated process management, Management culture Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 32
An “Inside-Outside” Perspective on Corporate Branding A Systematic Analysis of the Role of Communication Rossella Gambetti, Ph.D. Università Cattolica del Sacro Cuore, Italy rossella.gambetti@unicatt.it Silvia Biraghi Università IULM, Italy silvia.biraghi@iulm.it Purpose: Corporate branding (CB) academic and managerial literature appears varied and heterogeneous. Our paper is aimed, first, at exploring and interpreting the semantic links between CB and strategic intangible assets such as corporate culture, identity, image and reputation; second, at highlighting the role communication plays in CB efforts. Approach: This study develops a systematic analysis of the current academic and managerial debate on CB through a software-assisted content analysis. Findings: CB appears as a crucial crossroad between the “inside” and “outside” of a company acting as a “bridge” among key intangible assets. CB emerges as a managerial philosophy and a communication-based process capable of strengthening and spreading corporate culture, identity, image and reputation. It also emerges as an “inside-outside” interface between the company and its stakeholders. Research implications: Thematic and comparative analysis of literature corpus sub-sets on CB allows the systematic exploration of significant relationships among crucial themes related to CB and communication. Practical implications: The paper advances the knowledge on CB and provides guidelines for CB strategy design and implementation highlighting an effective use of corporate communication. Keywords: Corporate branding; Corporate brand; Communication; Corporate culture; Corporate identity; Corporate image; Corporate reputation Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 33
Page 1: Proceedings: <stro
Page 4 and 5: Abstracts of Conference</st
Page 6 and 7: Contents A Case for Corporate Inocu
Page 8 and 9: Contents A Holistic Corporate Ident
Page 10 and 11: Contents Save our Seafarers: How th
Page 12 and 13: An Introduction to the Proc
Page 14 and 15: Focus on Recent Research The CCI Co
Page 16 and 17: (discussed in Goodman, CCIJ Vol. 16
Page 18 and 19: Conference Academi
Page 20 and 21: Between Global and Glocal An Analys
Page 22 and 23: Bring Your Own Device (BYOD) to Wor
Page 24 and 25: A Case for Corporate Inoculation Ex
Page 26 and 27: Characteristics of the Economically
Page 28 and 29: Communicating Corporate Social Resp
Page 30 and 31: Corporate Communication and PR Prac
Page 32 and 33: Corporate Communication and the Dev
Page 34 and 35: Corporate Communication and the Dev
Page 36 and 37: Crisis Communication and Terrorism
Page 38 and 39: CSR Initiatives of Private Sector C
Page 40 and 41: Developing Internal Crisis Communic
Page 42 and 43: Differences in Perceived Effectiven
Page 44 and 45: The Dynamic Interplay of Visual and
Page 46 and 47: Google Doodles As Corporate Communi
Page 48 and 49: Practical implications: The develop
Page 52 and 53: Insights on CSR Strategy Influence
Page 54 and 55: Internal Communication Crisis and i
Page 56 and 57: Investor Relations on the Internet
Page 58 and 59: Just-in-Time Research An Internatio
Page 60 and 61: Negotiating Crisis in the New Media
Page 62 and 63: Nuclear Power after Fukushima The S
Page 64 and 65: Organizational Disruption and Corpo
Page 66 and 67: Repairing an Organization’s Image
Page 68 and 69: A Retrospective on Reputation and S
Page 70 and 71: Save Our Seafarers How the Shipping
Page 72 and 73: Social Media Challenges and Opportu
Page 74 and 75: A Study of How Online Social Networ
Page 76 and 77: The Study of Internal Crisis Commun
Page 78 and 79: The Virtual Construction of Kiva A
Page 80 and 81: We Hear What They Say The Local Mus
Page 82: Women’s Protests in the Revitaliz
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