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

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

by Paul A Argenti, Janis Forman
     
 

ISBN-10: 0071379495

ISBN-13: 9780071379496

Pub. Date: 06/07/2002

Publisher: McGraw-Hill Professional Publishing

Strategies for clear communication in today's muddled corporate environment

Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged and a process to be mastered. The Power of Corporate Communication shows managers and executives how to communicate effectively with fellow

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Overview

Strategies for clear communication in today's muddled corporate environment

Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged and a process to be mastered. The Power of Corporate Communication shows managers and executives how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. Fully accessible and refreshingly nonacademic, it creates an easy-to-follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges. Written by two leaders in today's corporate communication field Paul Argenti is the author of 1994's groundbreaking Corporate Communication The Power of Corporate Communication is replete with careful analyses and real-world examples and case studies from leading organizations including Sony, Coca-Cola, and GE.

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Product Details

ISBN-13:
9780071379496
Publisher:
McGraw-Hill Professional Publishing
Publication date:
06/07/2002
Pages:
256
Product dimensions:
6.40(w) x 9.40(h) x 0.80(d)

Table of Contents

1Why Bother with Corporate Communication?1
2The Roots of Corporate Communication17
3How Corporate Communication Works37
4Identity, Image, and Reputation: From Vision to Reality67
5Corporate Advertising: Why and How Companies Use It105
6Communicating Internally: The "Employee Care" Revolution139
7Investor Relations: Enhancing Your Company's Health and Wealth157
8Managing Outreach to the Community: Government Relations and Corporate Philanthropy177
9The Good News about the Bad News: How to Manage Old and New Media Strategically207
10Managing Communications in a Crisis: Expect the Unexpected235
Endnotes267
Index283

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