Digital Strategies for Powerful Corporate Communications

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Digital Strategies for Powerful Corporate Communications (eBook) Pub. Date: 7/22/2009 Publisher: McGraw-Hill Companies, The
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Digital Strategies for Powerful Corporate Communications Pub. Date: 7/22/2009 Publisher: McGraw-Hill Companies, The

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Overview

The explosion of blogs, social networking

sites, wikis, video sharing sites, and other

powerful digital communications platforms

may be the biggest game-changer to impact

business since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders—including employees, customers,

and investors—are empowered in ways

unimaginable just a few years ago, and

traditional corporate hierarchies are

yesterday’s news.

Rather than attempt to turn back the clock

and reassert strict, top-down control over

stakeholder relationships, the smartest

companies worldwide are responding with

bold new digital communications strategies

based on transparency, authenticity, and

inclusion, instead of secrecy, artificiality,

and exclusion.

International corporate communications

guru Paul A. Argenti provides a lively, up-to-the-

minute review of the Web 2.0 landscape

and analyzes the increasingly central role

corporate communications plays in virtually

every organizational function. Argenti and

coauthor Courtney Barnes advise corporate

leaders on how to deploy proven strategies

for using new and emerging digital

platforms to

Manage brand identity and
company reputation
Build a culture of engagement
and transparency
Turn stakeholders into
“company evangelists”
Manage internal communications across
time zones and language barriers
Recruit and retain the best talent
Develop compelling messages based on
customer and investor needs and desires

Argenti and Barnes provide case studies

illustrating digital communications best

practices at HP, Southwest Airlines, Sony,

Dell, IBM, Starbucks, HBO, FedEx, GE, and

other major players.

This groundbreaking book will teach you

how to gain real, manageable control over

your organization’s communications in

today’s virtual world.

Product Details

ISBN-13: 9780071606028
Publisher: McGraw-Hill Companies, The
Publication date: 7/22/2009
Edition number: 1
Pages: 272
Sales rank: 643,944
Product dimensions: 6.10 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

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.

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

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