Beyond Spin: The Power of Strategic Corporate Journalism / Edition 1

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Engaging a knowledge workforce. Operating globally in Internet time. Protecting confidentiality and intellectual property in a boundaryless, networked world. How do can communications best serve the new business environment? Beyond Spin suggests that today's organizations can learn from the powerful role journalism has played in transforming societies from controlled political structures to democracies.Strategic corporate journalism is open, accurate, timely, and strategically weighted news. Organizational communicators are beginning to understand how damaging "spun" information can be to a knowledge workforce. Some have begun to blAnd journalism with corporate communication strategies and have seen organizational effectiveness improve as a result of the increased trust and credibility that combination can engAnder.In a fast-paced, engaging style, authors Markos Kounalakis, Drew Banks, and Kim Daus draw on personal experience with SGI to showcase strategic corporate journalism as the cornerstone of an internal communications model that company has used to keep employees informed throughout a traumatic business and cultural transition. The authors also highlight other companies—such as Microsoft, Arco, J.P. Morgan, and Qualcomm-to demonstrate how they have successfully integrated elements of corporate journalism into their communication practices. Beyond Spin is an indispensable guide that demonstrates how corporate journalism works strategically and tactically to help companies build an impassioned workforce, weather sudden shocks, manage constant change, and thrive in the long term. By retooling the content, distribution, and style of their communications, companies can create a continuous, credible flow of information and knowledge that keeps them aligned, nimble, innovative, and competitive.

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Editorial Reviews

From the Publisher
"This book shows how to do 'corporate journalism' with sensitivity,realism and humor. It delivers a tone of practical hope, includingspecific actions you can take right now to make your company abetter place and a better space." —Robert Johansen, president,Institute for the Future

"Finally, a precise step-by-step guide for America's flacks thatexplains how to do business better—and surprise—by telling thetruth. This timely book should be on every CEO's desk and in everycorporate PR department." —Peter Laufer, author and producer,Omnipoint Business Minute radio feature, and former Germancorrespondent for Public Radio International's (PRI)Marketplace

"Beyond Spin shatters long held and traditional views about how asuccessful company communicates with its employees. It defines,with real examples, how a company's communication organization caneither dramatically undermine or bolster its success." —TamarElkeles, vice president, Learning and Communications, Qualcomm

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Product Details

  • ISBN-13: 9780787945503
  • Publisher: Wiley
  • Publication date: 10/22/1999
  • Series: Jossey-Bass Business and Management Series
  • Edition description: 1 ED
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.34 (w) x 9.61 (h) x 0.94 (d)

Meet the Author

MARKOS KOUNALAKIS, a veteran print and network broadcast journalist, has covered wars and revolutions, both civil and technological, and written for Newsweek, the Wall Street Journal, and the Los Angeles Times. He is the author of Defying Gravity: The Making of Newton (1993) and lives in San Francisco. email: DREW BANKS, SGI's director of employee communications and integrated performance support, has blAnded his engineering, arts, and business background to architect technology solutions that enable human potential. Drew speaks regularly at professional forums on various intranet-related topics. He lives in San Francisco. email: KIM DAUS, a former newspaper and magazine publisher, manages worldwide intranet operations and communications strategies at SGI, including Junction, the company's intranet portal site. She speaks internationally on topics such as communication strategies, intranet development, and knowledge management. She lives in Sausalito, California.

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Table of Contents

Foreword Preface: The Power of Strategic Corporate JounalismPrelude: "Headless Body in Topless Boardroom!"
1. THE NEW WORLD Taylorism Macro Sociotechnological FactorsSummary
2. COMMUNICATIONS UNPLUGGED Aligned Communications Elements of anEffective Organizational Communication Strategy Considering theOrganizational Landscape Summary
3. JOURNALISM IN THE REAL WORLD Why Journalism? Get It First—ButGet It Right Openness and a Free Press Weighing News ValueIntrinsic Credibility Challenges Corporations Resemble Socity
4. STRATEGIC CORPORATE JOURNALISM Timeliness Accuracy Free PressWeighing News Value The New Corporation Strategic CorporateJournalism
5. CORPORATE JOUNALISM IN ACTION Brief History Examples ofCorporate Journalism Progress—and Room to Grow
6. CORPORATE JOURNALISM: A CASE STUDY Stages in the History of SGI(formerly Silicon Graphics) Endnotes: Worldwide EmployeeCommunications FAQ
7. FUTURE WORLD Macro Sociotechnological Trends The KnowledgeEconomy Communications Trends Legal Trends Societal Journalism andStrategic Corporate Journalism Some Closing Thoughts
Appendix 1: A Guide to Corporate Journalism Appendix 2.Glossary
References The Authors Acknowledgements Index

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  • Anonymous

    Posted March 22, 2002

    Highly Recommended!

    In a world overloaded with spin, the only way to cut through the bull is with the truth. So say the authors of Beyond Spin, which advises executives to allow their corporate communications staff to act as internal investigative journalists. The authors maintain that only by revealing the truth within your organization can you hope to guide the flow of information about and around your company in the digital era. Although many executives might find these concepts unworkable, we from getAbstract highly recommend this example-filled look for its fresh perspective on corporate communications.

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  • Anonymous

    Posted November 22, 2000

    Beyond Spin, Spins Off the Mark

    <p>The goal of <I>Beyond Spin</I> is to introduce the aspects of true journalism into the corporate communications structure. The authors however skilled they may be in corporate communications have written a book that few can relate to.</p> <p>The book clearly targets huge companies with massive budgets and a penchant for marketing. Most high-tech companies however are engineering driven and prefer to devote resources to hiring another code-jockey over hiring another spin doctor. I can¿t see the average company hiring an ¿Executive Beat Writer¿ when many companies don¿t even know what a Marketing Communications Director is.</p> <p>If you¿re in the Communications Department of a Fortune 500 Company, and have a multi-million dollar budget, buy this book. If you are still trying to get a fledgling communications strategy in place, this won¿t help.</p> <p>Overall a marginally interesting read, but too narrow a focus for broad appeal.</p>

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