Product Description
by Paul A. Argenti (Author), Courtney M. Barnes (Author)
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.
Back Jacket
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
Author Biography
Paul A. Argenti has provided management, leadership, and corporate communication consulting and training for more than 100 companies and nonprofits, worldwide. He is professor of corporate communication at the Tuck School of Business and the author of several international bestsellers, most notably the classic The Power of Corporate Communication. Argenti lives in Lyme, New Hampshire.
Courtney M. Barnes is cofounder and principal member of Think Communications, LLC. She is also the editor of PR News and an active contributor to magazines and journals serving the business community. Barnes lives in New York City.
