© 2015

Role of Language and Corporate Communication in Greater China

From Academic to Practitioner Perspectives

  • Patrick P.K. Ng
  • Cindy S.B. Ngai

Table of contents

  1. Front Matter
    Pages i-xix
  2. Development of the CC Profession

  3. Bilingual Practices in Corporate Communication

  4. Corporate Social Responsibility

    1. Front Matter
      Pages 125-125
    2. Augustine Pang, Angela Ka Ying Mak, Joanne M. H. Lee
      Pages 127-148
    3. Jo-ann Straat, Christina M. Genest
      Pages 175-190
  5. Employee Communications

  6. Media Discourse & Persuasive Communication

About this book


This book features not only the latest trends but also academic and industry practitioner stakeholders’ perspectives on language and functional role issues facing the rapidly developing corporate communication (CC) profession in the Greater China region. The book also explores the implications for Western societies that cross-culturally engage with Chinese partners in CC practices. 

The book’s chapters are oriented on five main themes, namely: Development of the CC Profession, Bilingual Practices in Corporate Communication, Corporate Social Responsibility, Employee Communications, and Media Discourse & Persuasive Communication. The first two cluster themes feature a review of the PR/CC profession’s evolutionary path to its current status as a more distinct and diversified CC profession emphasizing the role of language and particularly the bilingualism phenomenon, whereas the other cluster themes, which adopt the perspectives of academics and those of CC practitioners, span from cross-cultural, profession-wide and bilingual communication issues to applications of heuristic knowledge within industry-specific workplace contexts.


Corporate Communication Norms Corporate Communication Profession Corporate Social Responsibility Communication Emotional Branding Employee and Internal Corporate Communication Issues Language in Corporate Communication Practices Persuasive Communication Skill Development Verbal, E-Writing and Translation Strategies

Editors and affiliations

  • Patrick P.K. Ng
    • 1
  • Cindy S.B. Ngai
    • 2
  1. 1.Department of Chinese and Bilingual StudiesHong Kong Polytechnic UniversityHong KongChina
  2. 2.Department of Chinese and Bilingual StudiesHong Kong Polytechnic UniversityHong KongChina

Bibliographic information

  • Book Title Role of Language and Corporate Communication in Greater China
  • Book Subtitle From Academic to Practitioner Perspectives
  • Editors Patrick P.K. Ng
    Cindy S.B. Ngai
  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2015
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Humanities, Social Sciences and Law Social Sciences (R0)
  • Hardcover ISBN 978-3-662-46880-7
  • Softcover ISBN 978-3-662-52545-6
  • eBook ISBN 978-3-662-46881-4
  • Edition Number 1
  • Number of Pages XIX, 258
  • Number of Illustrations 7 b/w illustrations, 16 illustrations in colour
  • Topics Language and Literature
  • Buy this book on publisher's site