Corporate Advocacy

A Strategic Communications Approach

Yvette Sterbenk (Ithaca College, USA)

$398.95 $319.42

Hardback

Forthcoming
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English

Routledge
04 November 2025

Communication studies; Sales & marketing management; Business communication & presentation; Advertising; Public relations

Providing a foundational look at corporate advocacy from the perspective of strategic communications, this book develops strategies for authentic and meaningful ways companies can engage in advocating for social issues in order to have the strongest and most positive impact on society and their business.

Customers, employees, investors, and other stakeholders increasingly expect companies to address complex, and sometimes divisive, sociopolitical issues. Communications professionals must determine how best to engage with those issues, both internally and externally, while considering a variety of operational and reputational factors. This text prepares readers to incorporate corporate advocacy into future communications roles in ethical, thoughtful, and strategic ways. It starts by providing a contextual and theoretical foundation for the topic, continues with an exploration of the perspectives of various stakeholder groups, and then focuses on the most ethical practices for communicating and acting on a company’s advocacy stance.

Ideal as a primary text at the advanced undergraduate or master's level in a corporate advocacy course or a supplementary text in a corporate social responsibility (CSR) communication, public relations (PR), strategic communication, or marketing course, this text is also well suited to new professional communicators.

An instructor’s manual with suggestions for in-class exercises and assignments and links to further resources is available at www.routledge.com/9781032595542.

By: Yvette Sterbenk (Ithaca College USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 500g
ISBN: 9781032595559
ISBN 10: 1032595558
Pages: 174
Publication Date: 04 November 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

Part I: Context 1. Introduction to Corporate Advocacy 2. The Evolution of Corporate Advocacy 3. Ethics of Corporate Advocacy 4. Audiences Part II: Planning 5. Decision Making 6. Strategic Planning 7. Message Development Part III: Implementation 8. Marketing Communications 9. Executive Thought Leadership 10. Employee Communications 11. Partnerships 12. DEI Communications Part IV: Evaluating and Adjusting 13. Measurement and Reporting 14. Managing Uncertainty

Yvette Sterbenk is Associate Professor at the Roy H. Park School of Communications at Ithaca College, USA.