Digital Strategies for Powerful Corporate Communications

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9780071606028: Digital Strategies for Powerful Corporate Communications

The explosion of blogs, social networkingsites, wikis, video sharing sites, and otherpowerful digital communications platformsmay be the biggest game-changer to impactbusiness since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders--including employees, customers,and investors--are empowered in waysunimaginable just a few years ago, andtraditional corporate hierarchies areyesterday’s news.

Rather than attempt to turn back the clockand reassert strict, top-down control overstakeholder relationships, the smartestcompanies worldwide are responding withbold new digital communications strategiesbased on transparency, authenticity, andinclusion, instead of secrecy, artificiality,and exclusion.

International corporate communicationsguru Paul A. Argenti provides a lively, up-to-the-minute review of the Web 2.0 landscapeand analyzes the increasingly central rolecorporate communications plays in virtuallyevery organizational function. Argenti andcoauthor Courtney Barnes advise corporateleaders on how to deploy proven strategiesfor using new and emerging digitalplatforms to

  • Manage brand identity andcompany reputation
  • Build a culture of engagementand transparency
  • Turn stakeholders into“company evangelists”
  • Manage internal communications acrosstime zones and language barriers
  • Recruit and retain the best talent
  • Develop compelling messages based oncustomer and investor needs and desires

Argenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony,Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players.

This groundbreaking book will teach youhow to gain real, manageable control overyour organization’s communications intoday’s virtual world.

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From the Back Cover:

A corporate survival guide for theWeb 2.0 World

In a world where corporate reputations are made and broken on socialnetworking sites, and stray online rumors can send a stock plummeting,the speed of adaptation required is fiercer and more unrelenting than ever.

Digital Strategies for Powerful Corporate Communications helps you deploythe full range of digital communications platforms available today andeffectively manage your relationship with stakeholders—on your terms.

Digital Strategies for Powerful Corporate Communications should berequired reading for corporate communicators and C-level executivesseeking to master their strategic grasp of this new world.”
—Bill Margaritis, VP of Corporate Communication andInvestor Relations, FedEx

“Argenti and Barnes recognize the dialectic between control and credibility.Communicators need to inform the on-going conversationinstead of relying on messaging.”
—Richard Edelman, president and CEO, Edelman

“This is the definitive handbook for digital communications executives.”
—Scott Monty, Global Digital Communications, Ford Motor Company

“A sweeping overview of the rapidly changing landscape for corporatecommunications. It presents a compendium of case studies to make its casefor the best and smartest approaches for tackling social media.”
—Laurel Touby, founder and senior vice president, mediabistro.com

About the Author:

Paul A. Argenti has provided management,leadership, and corporate communicationconsulting and training for more than 100companies and nonprofits, worldwide. Heis professor of corporate communication atthe Tuck School of Business and the authorof several international bestsellers, mostnotably the classic The Power of CorporateCommunication. Argenti lives in Lyme,New Hampshire.
Courtney M. Barnes is cofounder and principalmember of Think Communications, LLC.She is also the editor of PR News and anactive contributor to magazines and journalsserving the business community. Barneslives in New York City.

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