Gift Guide

The Power of Corporate Communication : Crafting the Voice and Image of Your Business / Edition 1

Hardcover (Print)
Buy New
Buy New from
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 94%)
Other sellers (Hardcover)
  • All (32) from $1.99   
  • New (14) from $7.00   
  • Used (18) from $1.99   


Strategies for Effectively Communicating with All Constituencies, External and Internal and Boosting Corporate Reputation and Your Bottom Line

Effective corporate communication requires a carefully formulated and implemented program, one that will both craft your corporation's image and protect that image when problems arise. The Power of Corporate Communication is today's most straight-talking guide for mastering the art and leveraging the power of corporate communication.

Dozens of field-tested techniques provide solutions for internal and external corporate communication challenges. Insights from today's leading corporate communication experts combine with real-life examples from global corporations including Microsoft, Johnson & Johnson, and GE to examine:

  • Key components of the corporate communication function
  • Methods to manage multiple constituencies and deliver consistent, relevant messages
  • Crisis communication tactics, and the dangers of creating "spin" as opposed to facing problems head-on

A successful communication program is central to everything your organization accomplishes, or hopes to accomplish. Let The Power of Corporate Communication provide you with the tools you need to establish and maintain that program and build a corporate communication program that provides you with a strategic advantage.

"If left unaddressed, issues of corporate communication can come back to haunt a company; when addressed, they can extend its success. Our hope is that you will use The Power of Corporate Communication as a field guide in building your company's reputation." From Chapter One

Pick up a copy of today's Wall Street Journal, and odds are that you'll find a front-page story of a troubled company grappling with a highly public crisis. Now ask yourself: Could that situation have been alleviated or even avoided completely if executives in the corporation had practiced more effective communication?

In nine cases out of ten, the answer will be yes.

The Power of Corporate Communication outlines a program for creating a powerful, consistent corporate image that will provide measurable long-term benefits and value to your organization. Written by two of the most influential pioneers in the study of corporate communication, this timely book reveals:

Techniques for being responsive and effective in communicating with all forms of media

  • The importance of strong employee communication programs in carrying out corporate strategy and mission
  • Methods for partnering with governments and communities
  • Strategies for communicating with analysts, investors, customers and other stakeholders
  • Steps for building corporate reputation

In today's media-saturated "Age of Transparency," network news programs, cable channels, advocacy groups, and chat rooms are constantly on the lookout for corporate slips and blunders. Scores of high-profile incidents reveal the harsh consequences to companies that fail to recognize the importance of effective corporate communication.

The Power of Corporate Communication show you how to give your company's communication programs the weight they deserve. It will help you regain control of your public image, and craft a consistent corporate voice and image one that will pay bottom-line dividends when the next corporate crisis hits.

Read More Show Less

Product Details

  • ISBN-13: 9780071379496
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 6/7/2002
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,213,447
  • Product dimensions: 6.40 (w) x 9.40 (h) x 0.80 (d)

Meet the Author

Paul Argenti is Professor of Management and Corporate Communication at the Tuck School of Business at Dartmouth College. Both The Wall Street Journal and US News & World Report have rated Professor Argenti's department number one in the nation. The author of numerous books and journal articles, including 1994's groundbreaking Corporate Communication, Professor Argenti has provided management and corporate communication consulting and training to organizations for more than 20 years.

Janis Forman, Ph.D., is founder and director of the Management Communication Program for UCLA's Anderson Graduate School of Management. Professor Forman is a distinguished senior consultant, educator, and speaker. Author of several books and many articles, she received the Association for Business Communication's researcher award for her extensive publication record and its impact on the profession.

Read More Show Less

Table of Contents

1 Why Bother with Corporate Communication? 1
2 The Roots of Corporate Communication 17
3 How Corporate Communication Works 37
4 Identity, Image, and Reputation: From Vision to Reality 67
5 Corporate Advertising: Why and How Companies Use It 105
6 Communicating Internally: The "Employee Care" Revolution 139
7 Investor Relations: Enhancing Your Company's Health and Wealth 157
8 Managing Outreach to the Community: Government Relations and Corporate Philanthropy 177
9 The Good News about the Bad News: How to Manage Old and New Media Strategically 207
10 Managing Communications in a Crisis: Expect the Unexpected 235
Endnotes 267
Index 283
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)