Digital Strategies for Powerful Corporate Communications

Hardcover | August 12, 2009

byPaul A. Argenti, Courtney M. Barnes

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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 Publisher

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 j...

From the Jacket

A corporate survival guide for theWeb 2.0 WorldIn 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 ...

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 ...

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Format:HardcoverDimensions:272 pages, 9.3 × 6.2 × 0.1 inPublished:August 12, 2009Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071606025

ISBN - 13:9780071606028

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Table of Contents

1: An Introduction to the New Business Environment
2: Digital Communications Platforms Redefine Corporate Reputation
3: Global Internal Communications Via the Information Superhighway
4: Employee Engagement through Digital Interactions
5: Communication in a New Era of Talent Management
6: Rebranding Customer Relationship Management
7: Demystifying Digital Media Relations
8: Crisis Management in a Virtual World
9: Promoting CSR & Sustainability Efforts Online
10: Measuring the Impact of Online Influencers