Digital Strategies for Powerful Corporate Communications (BUSINESS BOOKS) - Hardcover

Argenti, Paul A; Barnes, Courtney M.

Hardcover

ISBN 10: 0071606025 ISBN 13: 9780071606028

Publisher: McGraw Hill, 2009

Synopsis

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.

About this title

From the Back Cover:

A corporate survival guide for the Web 2.0 World

In a world where corporate reputations are made and broken on social networking 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 deploy the full range of digital communications platforms available today and effectively manage your relationship with stakeholders--on your terms.

"Digital Strategies for Powerful Corporate Communications should be required reading for corporate communicators and C-level executives seeking to master their strategic grasp of this new world."
--Bill Margaritis, VP of Corporate Communication and Investor Relations, FedEx

"Argenti and Barnes recognize the dialectic between control and credibility. Communicators need to inform the on-going conversation instead 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 corporate communications. It presents a compendium of case studies to make its case for the best and smartest approaches for tackling social media."
--Laurel Touby, founder and senior vice president, mediabistro.com

About the Author:

Over the past twenty-five years Professor Paul A. Argenti (Hanover, NH) has provided management, leadership, and corporate communication consulting and training for over 100 corporations and non-profit organizations around the world. His clients cover a broad range including Sony, Nokia, General Electric, and Novartis. He is currently Professor of Corporate Communication, Tuck School of Business. Argenti has taught management and corporate communication starting in 1977 at the Harvard Business School, from 1979-81 at the Columbia Business School and since 1981 as a faculty member at Dartmouths Tuck School of Business, which is one of the most highly rated and prestigious business schools in the world. He has also taught as a visiting professor at the International University of Japan, the Helsinki School of Economics in Finland, Erasmus University in the Netherlands, Columbia and London Business Schools Global EMBA program, and Singapore Management University. He currently serves as Faculty Director for the Tucks Leadership and Strategic Impact program. His most recent books include: Strategic Corporate Communication, published by McGraw-Hill and The Fast Forward MBA Pocket Reference (second edition), which was released through Wiley. His is the author of articles for both academic and managerial journals such as the Harvard Business Review, Sloan Management Review, Leader to Leader, and California Management Review.

About this edition

• Publisher: McGraw Hill
• Publication date: 2009
• ISBN 10: 0071606025
• ISBN 13: 9780071606028
• Binding: Hardcover
• Number of pages: 272